Haikal, Haikal and Mahrinasari, Mahrinasari and Hendrawaty, Ernie (2020) Marketing strategy of electronic transaction services at an Indonesian retail company. The Future Opportunities and Challenges of Business in Digital Era 4.0. pp. 20-23.

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Abstract

ABSTRACT: E-commerce benefits companies and consumers. Companies find e-commerce beneficial in digital payment, providing a more manageable payment system for consumers. Electronic transactions or digital payments have been implemented in transactions in Alfa­ mart. This retail company experienced a decrease in sales volume paid through digital pay­ ments in 2018. SWOT analysis, thus, can be employed to analyze infrastructure, economic factors, and retail company development to assist the marketing of this company. The purpose of this study is to formulate marketing strategies for electronic transaction services in an Alfa­ mart branch based on the SWOT analysis. This research was conducted using a descriptive qualitative approach and analyzed using the SWOT. The data used in this study were obtained from questionnaires. It was found that the marketing strategies of electronic transaction ser­ vices at Alfamart should follow an alternative turnover strategy. It is suggested that Alfa­ mart’s managers implement several strategies, such as increasing the value of electronic transaction services so that its customers do not switch to substitute products, conducting community-based social marketing, and adding service points by opening new outlets or stores.

Item Type: Article
Subjects: H Social Sciences > HG Finance
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: DR ERNIE HENDRAWATY
Date Deposited: 12 Nov 2020 02:13
Last Modified: 12 Nov 2020 02:13
URI: http://repository.lppm.unila.ac.id/id/eprint/24972

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