Optimizing Digital Marketing Strategy to Boost Sambal Bu Sandra Sales on the Shopee E-commerce Platform
Abstract
Keywords
Full Text:
PDFReferences
Abdolmaleki, H., Mohammadi, S., Babaei, M., Soheili, B., Dickson, G., & Funk, D. (2023). Drivers of co-branding between professional sports organizations and sportswear sponsors on the field. International Journal of Sports Marketing and Sponsorship, 24 (5), 985-1001. https://doi.org/10.1108/IJSMS-03-2023-0048
Ahdiningtyas, M., Maidatatia, A., Fitri, S., Uyun, S., & Alwi, F. (2023). Technical and Economic Efficiency in Rice Farming in Alang-alang Village, Tragah District, Bangkalan Regency. Journal of Socio-Economic Empowerment of Agriculture and Agribusiness, 1 (2), 59-68. https://doi.org/10.20961/agrisema.v1i2.62663
Al-Debei, MM (2024). The era of business analytics: identifying and ranking the differences between business intelligence and data science from a practitioner's perspective using the Delphi method. Journal of Business Analytics, 7(2), 94-119. https://doi.org/10.1080/2573234X.2023.2285483
Allioui, H., & Mourdi, Y. (2023). Exploring the full potential of IoT for better growth and financial stability: A comprehensive survey. Sensors, 23 (19), 8015. https://doi.org/10.3390/s23198015
Austin, J.E. (1981). Agro-Industrial Project Analysis. EDI Series in Economic Development. Washington DC, USA. Retrieved from https://documents1.worldbank.org/curated/en/127471468739337439/pdf/multi-page.pdf
Central Bureau of Statistics (2024). Vegetable Crop Production in Indonesia 2021–2023. Retrieved from https://www.bps.go.id/id/tabel-statistik/2/NjEjMg==/produksi-tanaman-sayuran.html
Statistics Indonesia. (2022). Ecommerce Statistics 2022. Jakarta: Central Statistics Agency. Retrieved from https://www.bps.go.id/id/publication/2022/12/19/d215899e13b89e516caa7a44/statistik-e-commerce-2022.html
Statistics Indonesia. (2023). National Socio-Economic Survey 2023 March (KOR). Retrieved from https://silastik.bps.go.id/v3/index.php/mikrodata/detail/ZnZSZms4aStzN2JUSVY1QklqZ08rdz09
Brewis, C., Dibb, S., & Meadows, M. (2023). Leveraging big data for strategic marketing: A dynamic capabilities model for established firms. Technological Forecasting and Social Change, 190, 122402. https://doi.org/10.1016/j.techfore.2023.122402
Camel, A., Belhadi, A., Kamble, S., Tiwari, S., & Touriki, F.E. (2024). Integrating a smart Green Product Platform for carbon footprint reduction: Role of blockchain technology and stakeholder influence in agri-food supply chain. International journal of production economics, 272, 109251. https://doi.org/10.1016/j.ijpe.2024.109251
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy and Implementation. Pearson Education. Retrieved from https://www.scirp.org/reference/referencespapers?referenceid=3413574
Chaffey, D., & Smith, P. R. (2022). Digital Marketing Excellence: Planning, Optimizing, and Integrating Online Marketing (6th ed.). Routledge: Taylor and Francis Group. https://doi.org/10.4324/9781003009498
Chang, J. (2025). The mediating role of brand image in the relationship between marketing storytelling and purchase intention: a case study of PX Mart. Journal of Future Business, 11 (1), 23. https://doi.org/10.1186/s43093-025-00447-4
David, F.R. (2011) Strategic Management: Concepts and Cases, Global Edition. 13th Edition, Pearson Education, Inc., Upper Saddle River, 235-240. Retrieved from https://www.scirp.org/reference/referencespapers?referenceid=1269383
Davis, JH, & Goldberg, RA (1957). The concept of agribusiness. Retrieved from https://babel.hathitrust.org/cgi/pt?id=uc1.32106006105123&seq=7
Farida, I., & Setiawan, D. (2022). Business strategy and competitive advantage: the role of performance and innovation. Journal of Open Innovation: Technology, Markets, and Complexity, 8 (3), 163. https://doi.org/10.3390/joitmc8030163
Ghozali, I. (2018). Digital Marketing Management. Semarang: Diponegoro University Press.
Hassan, N., Abdelraouf, M., & El-Shihy, D. (2025). The moderating role of personalized recommendations in the trust–satisfaction–loyalty relationship: an empirical study of AI-driven e-commerce. Future Business Journal, 11(1), 66. https://doi.org/10.1186/s43093-025-00476-z
Indonesian Statistical Agency. (2023). Survei Sosial Ekonomi Nasional 2023 Maret (KOR). Retrieved from https://silastik.bps.go.id/v3/index.php/mikrodata/detail/ZnZSZms4aStzN2JUSVY1QklqZ08rdz09
Jaiswal, V., Gahlaut, V., Kumar, N., & Ramchiary, N. (2021). Genetics, genomics and breeding of chilli Capsicum frutescens L. and other Capsicum species. Advances in Plant Breeding Strategies: Vegetable Crops: Volume 9: Fruits and Young Shoots, 59–86.https://doi.org/10.1007/978-3-030-66961-4_2
Kahupi, I., Hull, C. E., Okorie, O., & Millette, S. (2021). Building competitive advantage with sustainable products–A stakeholder perspective case study. Journal of Cleaner Production, 289 , 125699. https://doi.org/10.1016/j.jclepro.2020.125699
Ministry of Trade of Indonesia. (2024). Digital Trade of E-commerce Indonesia Period 2023. One Data. Retrieved from https://satudata.kemendag.go.id /ringkasan /produk /perdagangan -digital -e -commerce -indonesia -periode -2023
Ministry of Agriculture of Indonesia. (2023). Chili Outlook 2023. Jakarta: Ministry of Agriculture. Retrieved from https://satudata.pertanian.go.id/assets/docs/publikasi/OUTLOOK_CABAI_2023_berbarcode_.pdf
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Keller, K. L., Hoon, A. C., & Wee, C. H. (2022). Marketing Management: An Asian Perspective (7th ed.). Pearson Education. Retrieved from https://ink.library.smu.edu.sg/lkcsb_research/137/
Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how?. International Journal of Information Management, 77, 102783. https://doi.org/10.1016/j.ijinfomgt.2024.102783
Kurniasih, T., Trianasari, N., & Suryana, Y. (2021). Strategic Management: Theory and Practice for Business and Organizations. Bandung: Alfabeta.
Muflikh, YN, & Kiloes, AM (2024). Insights into the purchasing behavior of chili consumers in Indonesia: Households and food businesses in selected cities. Applied Food Research, 4 (1), 100413. https://doi.org/10.1016/j.afres.2024.100413
Muflikh, Y. N., Smith, C., Brown, C., & Aziz, A. A. (2021). Analyzing price volatility in agricultural value chains using systems thinking: A case study of the Indonesian chili value chain. Agricultural Systems, 192, 103179. https://doi.org/10.1016/j.agsy.2021.103179
Norouzi, V. (2024). Predicting e-commerce CLV with neural networks: The role of NPS, ATV, and CES. Journal of Economics and Technology, 2, 174-189. https://doi.org/10.1016/j.ject.2024.04.004
Nwaila, G.T., Bourdeau, J.E., Zhang, S.E., Chipangamate, N., Valodia, I., Mahboob, M.A., ... & Ghorbani, Y. (2024). A systematic framework for the compilation of a list of critical raw materials and their importance for South Africa. Resources Policy, 93, 105045. https://doi.org/10.1016/j.resourpol.2024.105045
Ohara, MR, Suparwata, DO, & Rijal, S. (2024). Revolutionary marketing strategy: Optimizing the use of social media as an effective tool for MSMEs in the digital era. Journal of Contemporary Administration and Management (ADMAN), 2 (1), 313-318. https://doi.org/10.61100/adman.v2i1.125
Olson, E.M., Olson, K.M., Czaplewski, A.J., & Key, T.M. (2021). Business strategy and digital marketing management. Business horizons, 64(2), 285-293. https://doi.org/10.1016/j.bushor.2020.12.004
Orlowski, M., Lefebvre, S., & Back, R. M. (2022). Thinking outside the bottle: The effects of alternative wine packaging. Journal of Retailing and Consumer Services, 69, 103117. https://doi.org/10.1016/j.jretconser.2022.103117
Pingali, S. R., Singha, S., Arunachalam, S., & Pedada, K. (2023). Digital readiness of small and medium enterprises in emerging markets: Constructs, propositions, measurement, and implications. Journal of Business Research, 164, 113973. https://doi.org/10.1016/j.jbusres.2023.113973
Pugra, IW, Kencanawati, AAAM, & Kurniawan, IGWA (2025). The meaning of traditional food culture in shaping Indonesian social identity: Challenges and preservation strategies. Journal of Language, Literature, Social and Culture, 3 (1), 21-31. https://doi.org/10.58881/jllscs.v3i1.318
Qu, Z., Xu, C., Yang, F., Ling, F., & Pirouzi, S. (2023). Market-clearing price-based energy management of grid-connected renewable energy hubs including flexible sources by thermal, hydrogen, and compressed air storage systems. Journal of Energy Storage, 69, 107981. https://doi.org/10.1016/j.est.2023.107981
Rahayu, ES, & Sundari, MT (2024). Micro, Small and Medium Enterprise Development Strategy for Jenang Kudus in Kudus Regency. Journal of Socio-Economic Empowerment of Agriculture and Agribusiness, 3 (2), 116-130. https://doi.org/10.20961/agrisema.v3i2.85904
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651-662. https://doi.org/10.1016/j.jbusres.2022.05.058
Rosário, A.T., & Dias, J.C. (2023). How data-driven marketing is evolving: Challenges and opportunities with emerging technologies. International Journal of Information Management Data Insights, 3 (2), 100203. https://doi.org/10.1016/j.jjimei.2023.100203
Shahzad, K., Zhang, Q., Zafar, A.U., Ashfaq, M., & Rehman, S.U. (2023). The role of blockchain-enabled traceability, task-technology fit, and user confidence in mobile food delivery apps. Journal of Retailing and Consumer Services, 73, 103331. https://doi.org/10.1016/j.jretconser.2023.103331
Srivastava, P., Ramakanth, D., Akhila, K., & Gaikwad, K.K. (2022). Packaging design as a branding tool in the cosmetic industry: consumer perception vs. reality. SN business & economics, 2(6), 58.
Swetha, K., Kumar, T. A., & Kanimozhi, P. (2025). AI-Based Advertisement Optimization and Performance Analysis. Asian Journal of Applied Science and Technology (AJAST), 9 (2), 10-21. https://doi.org/10.38177/ajast.2025.9202
Tariq, M., & Mubashir, A. (2023). Taste, Talk, and Neatness: How Product Quality, Communication, and Cleanliness Drive Customer Satisfaction in the Food Industry. Journal of Excellence in Business Administration, 1(2), 1-14. Retrieved from https://journals.smarcons.com/index.php/jeba/article/view/248/321
Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294-310. https://doi.org/10.1016/j.indmarman.2022.06.006
Thorat, MAK (2025). Agri-Business–A Managerial Perspective. International Journal of Research Publication and , 44. Retrieved from https://www.researchgate.net/profile/Suyog-Amrutrao/publication/390217400_International_Journal_of_Research_Publication_and_Reviews-_Business_40_Redefining_the_Future_of_Business_National_Conference_24th_25th_February_2025/links/67e4ed149f23086421909688/International-Journal-of-Research-Publication-and-Reviews-Business-40-Redefining-the-Future-of-Business-National-Conference-24th-25th-February-2025.pdf#page=45
Tjiptono, F. (2017). Marketing Strategy (4th edition). Yogyakarta: Andi.
Urugo, M.M., Yohannis, E., Teka, T.A., Gemede, H.F., Tola, Y.B., Forsido, S.F., ... & Abdu, J. (2024). Addressing post-harvest losses through agricultural processing for sustainable development in Ethiopia. Journal of Agriculture and Food Research, 101316. https://doi.org/10.1016/j.jafr.2024.101316
Yi, F., Yu, F., & Ziyang, L. (2025). Research on factors influencing e-commerce consumers' intention to purchase fresh agricultural products based on dual-path model. Journal of Internet Computing and Services, 26 (1), 103-115. https://doi.org/10.7472/jksii.2025.26.1.103DOI: https://doi.org/10.20961/agrisema.v4i1.103277
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Ayu Andini, Sri Widyawati, Taufik Setyadi

This work is licensed under a Creative Commons Attribution 4.0 International License.
|