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All Journal JMB : Jurnal Manajemen dan Bisnis
Zulfa Fauziah Irsyada Baidlowi
Universitas Negeri Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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STRATEGI PENETRASI PASAR UNTUK MENINGKATKAN DAYA SAING PERUSAHAAN E-COMMERCE DI INDONESIA Zhulaydar Esa Putri; Nida Khoirun Nahda Labibah; Zulfa Fauziah Irsyada Baidlowi; Diah Novita Sari; Kirena Farah Asmaranti; Ilham Akbar Abiyasa
JMB : Jurnal Manajemen dan Bisnis Vol 10, No 1 (2021): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v10i1.4232

Abstract

This research aims to describe the market penetration strategies used by companies, especially the Indonesian e-commerce industry, to increase their competitiveness. This research occupies a qualitative method toward Indonesia’s e-commerce industry, especially the three dominating companies, such as Shopee, Tokopedia, and Bukalapak. This study uses descriptive research, and our data sources are documents and literature about market penetration strategies conducted by e-commerce industries. The result showed that their strategy to do the market penetration is price adjustment, cooperation, or collaboration, offering some special promos, developing the features and services, and using artists and influencers as brand ambassadors.Keywords: Economy, Strategic Management, Market Penetration, Competitiveness, E-Commerce
Co-Authors Diah Novita Sari Ilham Akbar Abiyasa Kirena Farah Asmaranti Nida Khoirun Nahda Labibah Zhulaydar Esa Putri