Optimasi Program Digital Ads Produk Kosmetik pada Toko Mitra di E-commerce

Abstract

Pertumbuhan industri kecantikan di Indonesia yang semakin bergeser ke kanal digital menuntut efektivitas strategi iklan dalam meningkatkan penjualan di e-commerce. PT XYZ menghadapi ketimpangan performa iklan di antara toko mitra yang menjadi bagian penting dari ekosistem penjualannya. Penelitian ini bertujuan untuk menganalisis efektivitas dan efisiensi pelaksanaan iklan digital pada toko mitra serta merumuskan strategi optimasinya. Penelitian dilakukan pada bulan Februari – April 2025 di PT XYZ dengan data diperoleh dari hasil wawancara, dokumentasi, dan studi literatur. Analisis dilakukan menggunakan statistik deskriptif, analisis funnel pemasaran digital, dan Data Envelopment Analysis (DEA). Metode penarikan sampel ialah purposive sampling dengan sampel 11 toko mitra. Hasil penelitian menunjukkan bahwa iklan digital berkontribusi positif terhadap penjualan, tetapi efisiensinya belum merata. Hanya sebagian toko yang mencapai efisiensi penuh. Ketimpangan ini memerlukan optimasi alokasi anggaran berbasis efisiensi, perbaikan produk pada toko mitra, dan penyesuaian program iklan digital.

The rapid growth of Indonesia’s beauty industry and its shift toward digital channels highlight the importance of effective advertising strategies on e-commerce platforms. PT XYZ faces disparities in advertising performance among its partner stores on e-commerce. This study aimed to analyze the effectiveness and efficiency of digital advertising implementation across partner stores and to formulate optimization strategies. The study was conducted at PT XYZ from February to April 2025, using data obtained from interviews, documentation, and a literature review. This study applied descriptive statistics, marketing funnel analysis, and Data Envelopment Analysis (DEA). Purposive sampling was conducted to select 11 partner stores. The results showed that digital advertising contributed positively to sales performance. However, efficiency level was not evenly distributed among the stores. Only a portion of the stores achieved full efficiency, indicating performance disparities. These findings suggested the need to optimize advertising budget allocation based on efficiency levels, improve product-related factors within partner stores, and adjust the digital ads programs to enhance overall performance.