DOI of the published article https://doi.org/10.61796/icossh.v2i2.449
Analysis of Digital Marketing Communication Strategies of Tasgrosirsederhana in Influencing Consumer Behavior on the Shopee Platform.
Analisis Strategi Komunikasi Pemasaran Digital UMKM Tasgrosirsederhana dalam Mempengaruhi Perilaku Konsumen di Platform Shopee
DOI:
https://doi.org/10.21070/ups.9832Keywords:
Strategy, Marketing Communication Diigital, Shopee, MSMEsAbstract
Rapid digital transformation has encouraged MSMEs to adopt effective marketing communication strategies to compete on e-commerce platforms. Tasgrosirsederhana, a women’s fashion MSME specializing in bags, has operated on Shopee since 2020 and is based in Pasuruan Regency, East Java. With more than 550,000 followers, the store has successfully reached the national market. This study aims to analyze how Tasgrosirsederhana’s digital marketing communication strategy shapes consumer behavior using the hierarchy of effects theory by Lavidge and Steiner. The study employs a descriptive qualitative approach through observation, digital documentation, and in-depth interviews with store managers and active consumers. The findings show that digital marketing strategies effectively guide consumers through six stages: awareness, knowledge, liking, preference, conviction, and purchase. These stages are achieved through paid advertising, informative content, competitive pricing, promotions, positive reviews, live streaming, and testimonials. Overall, structured digital marketing communication strengthens MSME competitiveness in the digital marketplace.
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