ANALISIS MANAJEMEN PEMASARAN PADA E-COMMERCE SHOPEE DI INDONESIA

Abstract

The rapid advancement of information and communication technology in the era of globalization presents significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to enhance product sales through e-commerce. This study aims to examine marketing strategies through e-commerce that can be implemented by Neon Flex MSMEs, particularly for custom neon flex products from Neon Universe MSMEs, to increase sales in the era ofglobalization. The methods used in this study include observation and interviews with MSME owners. The results of the study indicate that using e-commerce as a marketing platform offersvarious benefits for MSMEs, such as expanding market reach, reducing marketing costs, and facilitating consumer interaction. Furthermore, effective e-commerce marketing strategies include search engine optimization (SEO), content marketing, social media utilization, and collaboration with influencers. The implementation of appropriate marketing strategies enablesNeon Universe MSMEs to compete in the global market and significantly increase their productsales.