<![CDATA[The integration of TikTok Shop and Tokopedia has changed Indonesia’s digital commerce ecosystem and encouraged sellers to adapt their marketing strategies. This study aims to analyze the digital marketing strategy of Erha Store Official after the integration and identify its adaptation challenges. This research used a qualitative case study method with in-depth interviews and documentation. The data were analyzed using thematic analysis based on the RACE Framework, consisting of Reach, Act, Convert, and Engage. The findings show that Erha Store Official shifted from conventional marketplace marketing to interactive content-based social commerce by optimizing short-form videos, live streaming, affiliate marketing, creator collaboration, Spark Ads, GMV Max, and integrated promotions. The study also found challenges related to seller center changes, campaign adjustments, platform feature changes, and the need for stronger content and social commerce management. This research implies that adaptive and integrated digital marketing strategies are important for maintaining seller competitiveness in an integrated engage ecosystem.]]>
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