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All Journal Inkubis: Jurnal Ekonomi dan Bisnis Journal of Strategic Marketing and Applied Economics
Nur Saebah
Universitas Cendekia Mitra Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Analyzing Pricing Strategy in Competitive E-Commerce Ecosystem Like Tokopedia and Shopee Riska Anggraeni; Nur Saebah; Dina Nurul Fathiya
Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jsmae.v1i2.9

Abstract

The rapid growth of e- commerce in Indonesia has created a highly competitive business environment, with Tokopedia and Shopee becoming the two dominant platforms. Price competition has become a key strategy to attract price- and promotion-sensitive digital consumers. However, the pricing dynamics between these two platforms have not been comprehensively studied, particularly in the context of long-term strategies and their impact on customer loyalty. This study aims to analyze the pricing strategies implemented by Tokopedia and Shopee in their efforts to maintain and increase their market share. The research method used was a descriptive qualitative approach with a case study technique. Data were collected through in-depth interviews with active business owners on both platforms, analysis of price promotion content from 2023 to 2024, and observation of secondary data from e- commerce industry reports . The results show that both platforms rely on deep discount strategies, shipping subsidies, and automatic price adjustment algorithms to maintain competitiveness. Shopee tends to be more aggressive in loyalty programs and price campaigns, while Tokopedia places greater emphasis on financial services integration as an added value. Dynamic pricing strategies have proven effective in increasing short-term transactions, but present sustainability challenges for small businesses. This research contributes to the understanding of digital marketing strategies and offers practical implications for MSMEs and policy makers in designing fair e- commerce regulations.
Integrasi Pendidikan Kewargaan Global dalam Program Enrichment Sekolah di Indonesia Nur Saebah
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 6 No. 2 (2024): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v6i2.110

Abstract

Pendidikan abad ke-21 menuntut peserta didik untuk menguasai kompetensi global, termasuk kesadaran multikultural, solidaritas, dan tanggung jawab sebagai warga dunia. Global Citizenship Education (GCE) dipandang sebagai kerangka strategis untuk membekali generasi muda menghadapi tantangan global seperti perubahan iklim, hak asasi manusia, dan keadilan sosial. Namun, di Indonesia integrasi GCE masih terbatas, terutama pada ranah enrichment sekolah. Penelitian ini bertujuan untuk: (1) menganalisis sejauh mana integrasi GCE dapat diterapkan dalam program enrichment sekolah di Indonesia, (2) mengidentifikasi peluang dan tantangan implementasi GCE, serta (3) menawarkan model konseptual integrasi yang sesuai dengan kebutuhan pendidikan nasional. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus pada tiga sekolah menengah di Cirebon dan Bandung. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan studi dokumentasi, kemudian dianalisis menggunakan model interaktif Miles & Huberman dengan triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa siswa SMP lebih tertarik pada isu lingkungan lokal (70%), sedangkan siswa SMA lebih fokus pada isu global seperti hak asasi manusia dan keadilan sosial (75%). Hambatan utama integrasi GCE meliputi kompetensi guru (40%), keterbatasan infrastruktur digital (30%), kurangnya dukungan kebijakan (20%), dan rendahnya literasi siswa (10%). Model konseptual yang diusulkan menekankan kurikulum adaptif, pelatihan guru berbasis global competence, serta kolaborasi lintas sekolah melalui proyek sosial transnasional. Integrasi GCE melalui program enrichment berpotensi memperkuat kompetensi global siswa, namun membutuhkan dukungan sistematis dalam aspek kebijakan, sumber daya manusia, dan infrastruktur pendidikan.
Co-Authors Dina Nurul Fathiya Riska Anggraeni