Analisis Sistem E-Commerce terhadap Kinerja Penjualan dan Manajemen Pemasaran
Keywords:
E-Commerce, Sales Performance, Marketing Management, Information Systems, Digital StrategyAbstract
This study aims to analyze the impact of e-commerce system implementation on sales performance and marketing management. The research is motivated by the rapid growth of digital commerce, which has transformed traditional marketing strategies and sales processes into more efficient and technology-driven practices. Consequently, companies are required to adapt their business models to maintain competitiveness in an increasingly digital marketplace. The study employed a qualitative approach supported by comparative data analysis. Data were collected through observations, interviews with management and marketing personnel, and a review of relevant literature on e-commerce and marketing management. Sales performance and marketing activity data were analyzed before and after the implementation of the e-commerce system to assess its effectiveness. The findings indicate that the adoption of an e-commerce system significantly improves sales performance by expanding market reach, streamlining transaction processes, and enhancing operational efficiency. Additionally, the system supports data-driven marketing decisions, consumer trend analysis, and the development of more targeted promotional strategies. Overall, e-commerce implementation contributes to strengthening marketing effectiveness, enhancing business competitiveness, and accelerating digital transformation in the Industry 4.0 era.
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