DENARA BALI OFFICIAL MARKETING COMMUNICATION STRATEGY THROUGH THE SHOPEE APPLICATION IN SELLING HAND & BODY LOTION PRODUCTS

Abstract

Currently, online shopping has become a common habit among the society. Sales on e-commerce platforms such as Shopee are continuously growing rapidly and the competition within it is getting tighter. The purpose of this research is to understand the marketing communication strategies of Denara Bali Official in selling Hand & Body Lotion Products through the Shopee application. The type of research conducted is qualitative research with two subjects, namely the Owner and the Chief Marketing Officer. Data collection techniques used are interviews and observations. Data analysis uses the Miles and Huberman Model, which includes data collection, data reduction, data presentation, as well as drawing conclusions and verification. From the research conducted, it can be concluded that Denara Bali focuses on product quality and pays attention to consumer needs. They implement various marketing strategies, such as promotions on Shopee, the use of keywords, similar product advertisements, as well as collaboration with content creators or influencers to expand their brand reach. Denara Bali also pays attention to consumer feedback and complaints, as well as strives to maintain good relations with the community and the media. They use sales data to evaluate the effectiveness of their marketing strategies and continuously improve and adjust their approaches according to market needs. Overall, Denara Bali shows a strong commitment to providing added value to customers through quality products, affordable prices, and responsive services.