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All Journal Jurnal Ilmu Pertanian Indonesia ETIKONOMI Katalogis SOCA: Jurnal Sosial Ekonomi Pertanian JURNAL SAINS PERTANIAN EQUATOR Jurnal Social Economic of Agriculture JAM : Jurnal Aplikasi Manajemen SCHOOL EDUCATION JOURNAL PGSD FIP UNIMED Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat AGRARIS: Journal of Agribusiness and Rural Development Research Jurnal Media Gizi Indonesia (MGI) Jurnal SEPA (Social Economic and Agribusiness Journal) JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) JURNAL PENGABDI JURNAL PENDIDIKAN TAMBUSAI GERVASI: Jurnal Pengabdian kepada Masyarakat Jurnal Bisnis Tani Reswara: Jurnal Pengabdian Kepada Masyarakat Journal of Community Development COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Obat: Jurnal Riset Ilmu Farmasi dan Kesehatan
Nurliza Nurliza
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Jurnal Bisnis Tani

 1 
Strategi E-Commerce Rumah Tangga Produsen Produk Olahan Pangan Lokal Di Shopee Fatahillah, Akbar Salahudin; Nurliza, Nurliza
Jurnal Bisnis Tani Vol 11, No 1 (2025): Jurnal Bisnis Tani Volume 11 Nomor 1 April 2025
Publisher : Universitas Teuku Umar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35308/jbt.v11i1.11995

Abstract

The marketing strategies of local food-processing household industries increasingly leverage e-commerce platforms, particularly Shopee, to boost sales amidst intense market competition. By applying the 4P marketing mix theory (product, price, place, promotion) and Porter’s strategy framework, effective strategies. Results indicate that promotion has the most significant impact on increasing sales and market demand, with key indicators including free shipping programs, cashback offers, and the "choose local" campaign. Additionally, informative product descriptions, product variety, competitive pricing, and accessible distribution enhance household industry competitiveness. Optimizing promotional elements is pivotal to strengthening competitive advantage, ensuring business sustainability, and fostering growth in the digital era. 
Co-Authors A.A. Ketut Agung Cahyawan W A.YUSRA, ABDUL HAMID Abdul Hamid A. Yusra ADITYA NUGRAHA Agung Sugih Putra, Agung Sugih agus ruliyansyah Amiruddin Hatibe Amiruddin Kade Anita Suharyani Artono Artono, Artono Denut, Yupita devitasari, Devitasari Dewi Kurniati Egi, Kosmas Emilia Farida Budihandayani, Emilia Farida Erisya, Yulia Eva Dolorosa Eva Dolorosa Fadliy, Muchammad Arief Fasyofi Dahrul Ulum Fatahillah, Akbar Salahudin Fatimah, Mari Fahtul nur Gustami Gustami Hapzi Ali HITANI, ABDUL HAFIDZ Husnun Puspa Afifah Imelda Imelda Jajat sudrajat Khaira Rizki Kurniawan, Tommy Lestari, Herades Difa Lucky Hartanti, Lucky Makeas, Herianto Mardiansyah Mardiansyah, Mardiansyah Maswadi - Meilani, Desi Rica Melvia, Vera Muliadi Muliadi Novan, Frans Kristian NOVIE INDRIYANA Nurul Amna Pamela, Pamela Pitri, Pitri Prawiro, Irianto Sastro Putri, Annie Mustika Rakhmad Hidayat Rakhmad Hidayat RAMA, ROFINUS rini hazriani Sandini, Sari Sari, Kuspita Shenny Oktoriana Sulinda Sulinda Sundari Sundari tri wahyuni Utin Mangindra Sari Veithzal Rivai Zainal Vicki, Vicki Wanti Fitrianti Zakiyyah, Annisa