Analisis Implementasi Strategi Bisnis Digital melalui Price Discount, Shopee Ads, dan Search Optimization terhadap Kinerja Penjualan Toko BRANI di Platform Shopee: Studi Kasus Implementasi pada UMKM

Badrul  Abdullah; Purnomo sidiq

doi:10.61805/fahma.v24i3.236

Authors

Badrul Abdullah Institut Pendidikan Indonesia Garut Author
Purnomo sidiq Institut Pendidikan Indonesia Garut Author

DOI:

https://doi.org/10.61805/fahma.v24i3.236

Keywords:

Strategi Bisnis Digital, Shopee Ads, Search Optimization, Kinerja Penjualan, UMKM

Abstract

The growth of e-commerce platforms has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt various digital business strategies to improve competitiveness and sales performance. This study aims to analyze the implementation of Price Discount, Shopee Ads, and Search Optimization strategies on the sales performance of Toko BRANI on the Shopee platform. A descriptive quantitative approach with a case study method was employed. Data were obtained from Shopee Seller Centre for the May–June 2026 period and analyzed based on the number of visitors, product clicks, orders, sales, and product search performance. The results show that Price Discount generated sales of IDR 258,000 from 52 orders, 70 products sold, and 48 customers. Shopee Ads increased product visibility, generating 29,801 ad impressions, 501 clicks, and 89 products sold through advertising campaigns. Meanwhile, Search Optimization generated 1,521 product visitors, 1,282 search clicks, and 377 buyers. Overall, the three strategies improved product visibility, customer engagement, and sales performance. These findings provide empirical insights into the use of marketplace features as data-driven digital business strategies for MSMEs.

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Author Biographies

Badrul Abdullah, Institut Pendidikan Indonesia Garut

Badrul Abdullah merupakan mahasiswa Program Studi Sistem Informasi, Fakultas Teknik, Institut Pendidikan Indonesia Garut. Bidang minat penelitian meliputi Sistem Informasi, E-Business, Digital Marketing, dan E-Commerce.
Purnomo sidiq, Institut Pendidikan Indonesia Garut

Purnomo Sidiq M.Kom Merupakan dosen pembingbing penelitian Di Fakultas Ilmu Terapan Dan Sains Program Studi Sistem Informasi Institut Pendidikan Indonesia

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