STRATEGI PENETRASI PASAR UNTUK MENINGKATKAN DAYA SAING PERUSAHAAN E-COMMERCE DI INDONESIA

Zhulaydar Esa Putri (Universitas Negeri Surabaya)
Nida Khoirun Nahda Labibah (Universitas Negeri Surabaya)
Zulfa Fauziah Irsyada Baidlowi (Universitas Negeri Surabaya)
Diah Novita Sari (Universitas Negeri Surabaya)
Kirena Farah Asmaranti (Universitas Negeri Surabaya)
Ilham Akbar Abiyasa (Universitas Negeri Surabaya)

JMB : Jurnal Manajemen dan Bisnis
Vol 10, No 1 (2021): JMB : Jurnal Manajemen dan Bisnis

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