Pemanfaatan Marketplace Tokopedia untuk Meningkatkan Penjualan pada YUM Organic Farm

Abstract

YUM Organic Farm merupakan perusahaan yang bergerak dibidang pertanian sayuran organik dari hulu hingga hilir yang bersertifikat organik, namun penjualan di YUM Organic Farm belum optimal, dikarenakan penjualan hanya dilakukan melalui website dan whatsapp. Penelitian ini bertujuan mengidentifikasi faktor internal dan eksternal yang dimiliki perusahaan, merumuskan strategi pemasaran, menyusun penerapan pengembangan pemasaran marketplace Tokopedia, dan menganalisis pengaruh marketplace Tokopedia terhadap pendapatan B2C perusahaan. Metode yang digunakan yaitu analisis SWOT dan analisis regresi linear sederhana untuk melihat pengaruh promosi yang dilakukan dalam penjualan melalui marketplace Tokopedia terhadap pendapatan B2C perusahaan. Hasil penelitian menunjukkan bahwa perusahaan memiliki kekurangan yaitu pemasaran secara online yang kurang memadai, namun memiliki peluang yang dapat dimanfaatkan yaitu permintaan sayuran organik yang cukup tinggi. Penerapan strategi pemasaran 4P sangat berpengaruh terhadap peningkatan penjualan perusahaan, terlihat pada volume penjualan Tokopedia cenderung mengalami peningkatan setiap bulannya, meskipun masih bersifat fluktuatif. Berdasarkan analisis regresi linear sederhana, diperoleh nilai signifikan sebesar 0.004

YUM Organic Farm is a company engaged in organic vegetable farming from upstream to downstream that is certified organic, but sales at YUM Organic Farm are not optimal, because sales are only made through the website and whatsapp. This research aims to identify internal and external factors owned by the company, formulate marketing strategies, develop the implementation of Tokopedia marketplace marketing development, and analyze the effect of the Tokopedia marketplace on the company's B2C revenue. The method used is SWOT analysis and simple linear regression analysis to see the effect of promotions carried out in sales through the Tokopedia marketplace on the company's B2C revenue. The results showed that the company has shortcomings, namely inadequate online marketing, but also has opportunities that can be utilized, namely the market demand for organic vegetables which is quite high. The application of the 4P marketing strategy (product, price, promotion, and place) is very influential on increasing company sales, it can be seen that the sales volume of Tokopedia tends to increase every month, although it is still fluctuating. Based on simple linear regression analysis, a significant value of 0.004 < 0.05 is obtained, meaning that promotion has an effect on Tokopedia sales which can increase YUM Organic Farm B2C revenue. The company must be consistent in promoting through Tokopedia ads and Instagram ads, with this, it can optimally increase YUM Organic Farm B2C revenue.