DIGITAL MARKETING COMMUNICATION STRATEGIES TO INCREASE SALES THROUGH THE SHOPEEFOOD PLATFORM: A STUDY OF JUICE SELLERS IN SUKARAME, BANDAR LAMPUNG

Intan Suri Mahardika  Pertiwi; Maela Elga  Fadilah

doi:10.36563/87s5pe55

Authors

Intan Suri Mahardika Pertiwi UIN Raden Intan Lampung
Maela Elga Fadilah UIN Raden Intan Lampung

DOI:

https://doi.org/10.36563/87s5pe55

Keywords:

Digital business communication, ShopeeFood, sales, MSMEs, communication strategy, digital marketing

Abstract

This study aims to examine digital marketing communication strategies for increasing sales through the ShopeeFood platform among juice sellers in Sukarame, Bandar Lampung. The rapid development of digital platforms has encouraged MSMEs to utilize online media as a means of business communication and product marketing. This study employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation involving juice sellers and consumers who use ShopeeFood services as informants. The findings reveal that the digital marketing communication strategies implemented include optimizing product visuals, offering digital promotions such as discounts and free shipping, providing responsive customer service, and actively engaging with customers through application features. The implementation of these strategies has been effective in increasing consumer purchase intention and sales volume. In addition, the use of ShopeeFood enables businesses to reach a wider market while strengthening customer loyalty. However, business owners continue to face challenges, including price competition, dependence on platform-based promotions, and limited digital technology skills. This study emphasizes that digital marketing communication strategies through ShopeeFood play an important role in increasing sales among culinary MSMEs in the digital economy. The findings highlight the importance of combining attractive product presentation, promotional strategies, responsive customer service, and active digital interaction to support business growth and maintain customer relationships.

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