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All Journal Jurnal Ekonomi, Teknologi dan Bisnis Journal of Strategic Marketing and Applied Economics
Dina Nurul Fathiya
Politeknik Siber Cerdika Internasional
Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering 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.
Global Supply Chain Restructuring: Business Strategy Amid Geopolitical Fragmentation Dina Nurul Fathiya
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 4 (2025): Jurnal Ekonomi, Teknologi dan Bisnis
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jqn9y759

Abstract

Global geopolitical fragmentation has triggered significant changes in the structure of international supply chains. The COVID-19 pandemic, trade wars, and tensions between economic blocs have exposed the vulnerability of single sourcing and highly concentrated supply chain models. This condition requires companies to review their business strategies to be more adaptive, resilient, and sustainable. This study aims to map geopolitical risks and supplier concentrations, evaluate the impact of friend-shoring and near-shoring strategies on costs and resilience, and test the effectiveness of site portfolio designs and supplier contracts in improving supply chain resilience with cost efficiency. The research method uses a qualitative approach with comparative case studies combined with descriptive quantitative analysis. Data was collected through questionnaires, in-depth interviews with supply chain managers, analysis of company documents, as well as SEM-PLS modeling to test the relationship between restructuring strategies, geopolitical risk, and company performance. The results show that dual/triple sourcing and hybrid sourcing strategies are more effective in increasing resilience with relatively controlled cost increases. The implementation of digital technologies such as ERP, predictive analytics, and digital twins has been proven to strengthen scenario planning capabilities and reduce distribution delays. The findings also confirm the trade-off between cost, resilience, and sustainability, where companies that are able to balance these three aspects gain a long-term competitive advantage. The implications of this study confirm the need for a geo-risk-adjusted total cost framework as the basis for the formulation of a global supply chain restructuring strategy. Companies are encouraged to adopt a digital and sustainability-oriented approach to be better prepared for geopolitical uncertainty.
Co-Authors Nur Saebah Riska Anggraeni