PENERAPAN STRATEGI DIRECT SELLING PADA PLATFORM E-COMMERCE UNTUK MENINGKATKAN MINAT BELI KONSUMEN (STUDY KASUS: TOKO SINNA SHOP & COLLECTION)

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis penerapan strategi direct selling pada platform e-commerce sebagai upaya meningkatkan minat beli konsumen dengan studi kasus pada Sinna Shop & Collection. Dalam era digital, strategi direct selling mengalami pergeseran dari metode tatap muka ke interaksi berbasis teknologi melalui fitur live streaming, live chat, dan direct message. Strategi ini memungkinkan pelaku usaha membangun komunikasi personal secara cepat dan efektif, sehingga dapat meningkatkan kepercayaan konsumen serta mendorong keputusan pembelian. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan penelitian lapangan. Data primer dikumpulkan melalui observasi dan wawancara dengan pemilik serta pelanggan Sinna Shop & Collection, sedangkan data sekunder diperoleh dari literatur dan dokumen pendukung. Analisis data dilakukan melalui reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa penerapan strategi direct selling terbukti meningkatkan interaksi pelanggan, kemudahan akses informasi, serta rekomendasi konsumen, meskipun penjualan bersifat fluktuatif. Faktor situasi pasar dan preferensi konsumen turut memengaruhi stabilitas penjualan. Penelitian ini diharapkan menjadi referensi bagi pelaku usaha dan akademisi dalam mengembangkan strategi pemasaran digital yang lebih adaptif dan efektifspasi.

Kata Kunci: Direct Selling, E-Commerce, Minat Beli Konsumen, Strategi Pemasaran Digital.

Abstract

This study aims to analyze the implementation of direct selling strategies on e-commerce platforms as an effort to increase consumer purchase intention, with a case study on Sinna Shop & Collection. In the digital era, direct selling strategies have shifted from traditional face-to-face interactions to technology-based engagement through features such as live streaming, live chat, and direct messages. This strategy enables businesses to build faster and more effectiv e personal communication with consumers, thereby increasing trust and encouraging purchasing decisions. This research uses a qualitative approach with a case study and field research design. Primary data were collected through observations and interviews with the owner and customers of Sinna Shop & Collection, while secondary data were obtained from literature and supporting documents. Data were analyzed through three stages: data reduction, data display, and conclusion drawing. The results show that the application of direct selling strategies has successfully increased customer interaction, improved access to product information, and encouraged consumer recommendations. However, sales performance tends to be fluctuating, influenced by market conditions and consumer preferences. This study is expected to serve as a reference for business practitioners and academics in developing more adaptive and effective digital marketing strategies.

Keywords: Direct Selling, E-Commerc, Consumer Purchase Intention, Digital Marketing Strategy