DIGITAL MARKETING IMPLEMENTATION ON DEVELOPMENT AND PROSPECTIVE DIGITAL BUSINESS (CASE STUDY ON MARKETPLACE IN INDONESIA)

Abstract

The concept of marketing activities using digital marketing can provide convenience in promotion of a brand and product on digital media such as social media that has been integrated with services available on Digital Marketing. The lack of understanding of target customers, does not use social media effectively, does not have a website or does not promote its website, website design is not attractive, does not plan marketing goals, not using SEO and too many strategies is a problem that often occurs on marketplace services in Indonesia. This is what underlies this research in several marketplaces that do not use the concept of digital marketing so that it has an impact on the reduction of sales targets and the number of customers. The aim in this study is to find out and analyze the extent to which marketplace in Indonesia can understand the concept of digital marketing, so as to be able to implement the development and prospects of digital business. This study used descriptive method with a qualitative approach. Data analysis techniques in this study used descriptive analysis and pattern analysis matching. The data used is primary data and secondary data. The study population is 50 of applications websites and marketplace in Indonesia, which used research indicators on the number of monthly web visitors, ranking in the AppStore, ranking on Playstore, and Followers on Twitter, Instagram and Facebook as the limit problem of research. The results obtained showed that Marketplace of Tokopedia, Shopee, Bukalapak, Lazada, Blibli has a very good rating compared to the Favo Website and Applications, Plazakamera, Tees, Qoo10 and Lakan6 which have not implemented a Digital Marketing concept so that there are still application users, which who do not know the existence of the website and application so that it has an impact on the absence of followers through social media Twitter, Instagram and Facebook. This research has a novelty on research methods and research objects in the digital business marketplace in Indonesia which is currently growing very rapidly and has an impact on increasing the number of customers.