ANALYSIS OF ONLINE MARKETING STRATEGIES TO INCREASE SALES IN THE DIGITAL ERA
Keywords:
Online marketing strategy, Digital Era, Sales, Social media, MarketplaceAbstract
Introduction: This study aims to analyze the online marketing strategies implemented by Toko Busana Elwan to increase sales in the digital era and to identify the supporting and inhibiting factors in their implementation. Online marketing has become an important strategy for Muslim fashion business actors because it can expand market reach, improve consumer interaction, and support the sales process more effectively.
Methods: This study employed a qualitative method with a case study approach. Data were collected through interviews, observation, and documentation at Toko Busana Elwan. The research informants consisted of the business owner, employees, and consumers. The collected data were analyzed using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing/verification.
Results: The results show that Toko Busana Elwan implements online marketing strategies through the use of marketplaces, social media, digital content, live streaming, and promotional programs such as discounts and flash sales. The platforms used include Shopee, TikTok Shop, Instagram, Facebook, WhatsApp Business, and Tokopedia. Shopee and TikTok are considered the most effective platforms for increasing sales because they provide direct transaction features, product promotion, and consumer interaction. The supporting factors in implementing online marketing strategies include the availability of various digital platforms and reseller networks from several regions. Meanwhile, the inhibiting factors include limited human resources, limited product stock, minimal customer reviews, and dependence on paid promotions.
Conclusion and suggestion: This study concludes that online marketing plays an important role in increasing sales at Toko Busana Elwan in the digital era. The online marketing strategy implemented has moved in the right direction, although it has not yet been fully optimized due to obstacles in social media management, stock information updates, and customer testimonial strengthening. Therefore, Toko Busana Elwan is advised to provide a dedicated digital marketing administrator, improve the quality of promotional content, update product information regularly, encourage customers to provide reviews, and optimize the use of social media and marketplaces so that online marketing strategies can run more effectively and sustainably.
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