Pengaruh E-Commerce Shopee Terhadap Traffic Penjualan Pada Account @Starlight_Official. (The Impact of E-Commerce Shopee on Sales Traffic of @Starlight_Official Account).

Sani, Choiriyah (2025) Pengaruh E-Commerce Shopee Terhadap Traffic Penjualan Pada Account @Starlight_Official. (The Impact of E-Commerce Shopee on Sales Traffic of @Starlight_Official Account). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research is motivated by the rapid development of e-commerce in Indonesia, where Shopee has become one of the most popular online shopping platforms among the public. The @Starlight_Official account, which operates in the sale of baby products, utilizes Shopee as its primary medium for marketing its products. The increase in Shopee usage as a platform for online buying and selling became especially noticeable during the COVID-19 pandemic, when people began to adapt to online transactions. The purpose of this study is to determine the extent to which the use of Shopee e-commerce influences sales traffic on the @Starlight_Official account. This research employs a descriptive qualitative method with data collection techniques involving in-depth interviews with the account owner and direct observation of sales activities on Shopee. The findings reveal that Shopee features such as free shipping, shop promotions, flash sales, store vouchers, page decoration, and Shopee Ads significantly contribute to increased store visits and purchase transactions. However, there are challenges such as the employees' limited technical knowledge and intense price competition among sellers. The study concludes that the optimal utilization of Shopee e-commerce has proven effective in boosting sales traffic, but better understanding and consistent promotional strategies are necessary to maintain competitiveness in an increasingly saturated market.

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