MARKETING STRATEGY FOR INCREASING SALES CONVERSION RATE OF “DARIBANDUNGPROJECT” STORE IN E-COMMERCE SHOPEE INDONESIA

• Main Author: Rynaldi Faisal. A.K., Mohammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55074
• Institution: Institut Teknologi Bandung

Indonesia is an attractive e-commerce growth market. Census data from the Central Statistics Agency (BPS) shows that the Indonesian e-commerce industry in the last ten years has increased by 17%, with the total number of e-commerce businesses reaching 26.2 million units (BPS, 2019). The Google-Temasek report entitled e-Conomy SEA 2019 projects that the value of e-commerce in Indonesia is estimated to increase from US$ 21 billion in 2018 to US$ 82 billion in 2025. With the high economic potential of the e-commerce industry, it is hoped that Indonesia's business players can maximize sales through e-commerce. Dari Bandung Project (DBP) is an e-commerce store that sells household appliances at competitive prices, good quality, and guaranteed in the e-commerce Shopee Indonesia. Since its establishment in January 2019, DBP has successfully sold more than 50,000 products and managed to get more than 20,000 positive reviews. DBP is visited by more than 45,000 Shopee users every month. However, the conversion rate of sales from visitors to buyers only 5.6%. DBP wants to increase its sales figures by increasing its sales conversion rate. To understand consumer behavior in purchasing decisions at Shopee after visiting products, online questionnaires have been distributed to 500 internet users in Indonesia who have made purchases at Shopee. Based on the analysis of respondents' answers, things that can be done by DBP and MSME sellers at Shopee to increase sales conversion rates are improving product information on Shopee product pages, and opening branch stores in Jakarta and other big cities, creating giveaway programs for creative product reviews, remind potential buyers to make payments via Shopee chat, and create a new division, namely the quality control division.