Strategi Komunikasi Efektif pada Toko "Do Spices" untuk Menarik Minat Konsumen pada Platform Shopee

Authors

  • Hilma Harmen Universitas Negeri Medan, Indonesia
  • Adnan Nirwanda Sitompul Universitas Negeri Medan, Indonesia
  • Agil Badawi Universitas Negeri Medan, Indonesia
  • Nabila Khairunnisa Universitas Negeri Medan, Indonesia
  • Novli Sibuea Universitas Negeri Medan, Indonesia
  • Susilo Susilo Universitas Negeri Medan, Indonesia

DOI:

https://doi.org/10.57235/ember.v1i2.6197

Keywords:

Strategi komunikasi pemasaran, E-Commerce, minat konsumen, rempah organik, keterlibatan pelanggan

Abstract

Penelitian ini menganalisis strategi komunikasi efektif Toko "Do Spices" dalam meningkatkan minat konsumen di platform Shopee. Dengan fokus pada produk rempah-rempah organik dan bumbu kering, penelitian menggunakan pendekatan kualitatif deskriptif melalui studi kasus untuk mengevaluasi konten visual, narasi merek, dan interaksi konsumen. Hasil penelitian menunjukkan bahwa kombinasi storytelling transformasi personal pendiri, konsistensi klaim kesehatan (92% deskripsi produk), serta responsivitas tinggi (87% ulasan direspons <24 jam) berhasil meningkatkan konversi penjualan sebesar 32% dan repeat purchase rate 29%. Tantangan utamanya adalah harga yang tinggi membuat para konsumen ragu untuk membeli. Rekomendasi strategis mencakup optimalisasi konten video pendek, riset kata kunci spesifik, dan integrasi pesan lintas platform. Temuan ini memberikan panduan operasional bagi UMKM produk niche dalam membangun kepercayaan dan diferensiasi merek di pasar digital.

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www.shopee.com/ @Do Spices Official Store

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Published

2025-09-04

Issue

Vol. 1 No. 2 (2025): Agustus 2025

Section

Articles

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