Pengaruh Pemanfaatan Marketplace Tokopedia Terhadap Peningkatan Volume Penjualan Ikan Hias Air Laut di PT Indotama Putra Wahana Kota Bekasi Jawa Barat
DOI:
https://doi.org/10.61722/jaem.v3i4.13045Keywords:
Marketplace, Tokopedia, Sales Volume, Saltwater Ornamental Fish, Digital MarketingAbstract
The development of digital technology has encouraged PT Indotama Putra Wahana to utilize Tokopedia to expand its market reach for saltwater ornamental fish products. This study aims to analyze the effect of this marketplace utilization on sales volume using a quantitative descriptive-associative method on 50 consumer respondents using a purposive sampling technique. The results of a simple linear regression analysis yielded the equation Y = 10.662 + 0.345X, with a t-test demonstrating a positive and significant effect (count 7.222 > t Table 2.011 Sig < 0.05) and a coefficient of determination (R2) of 0.521. It was concluded that utilizing Tokopedia effectively boosted sales by 52.1%, which implies the importance of optimizing digital marketing to enhance business competitiveness.
References
Bagaskara, A., & Anasrulloh, M. (2023). Analisis Pemanfaatan E-Commerce dalam Pemasaran Produk Perikanan Hias. Jurnal Ekonomi dan Bisnis Perikanan, 11(2), 145–158.
Dani, R., & Diniariwisan, D. (2024). Strategi Penanganan dan Pemasaran Ikan Hias Air Laut di Era Digital. Jurnal Agribisnis Perikanan, 7(1), 33–45.
Firmansyah, A., et al. (2022). Manajemen Penjualan: Teori dan Strategi. Bandung: Alfabeta.
Harahap, R., & Siregar, M. (2025). Peran Marketplace Tokopedia dalam Meningkatkan Daya Saing UMKM di Era Digital. Jurnal Manajemen Bisnis dan Kewirausahaan, 9(1), 88–102.
Kasmi, K. (2023). Potensi Ekonomi Komoditas Ikan Hias Air Laut dalam Pasar Domestik dan Ekspor. Jurnal Perikanan Nusantara, 15(2), 112–125.
Koromari, S., & David, A. (2023). Karakteristik dan Segmentasi Pasar Konsumen Ikan Hias. Journal of Fisheries Business Research, 6(3), 201–215.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Armstrong, G., & Opresnik, M. W. (2025). Principles of Marketing (19th ed.). Pearson.
Laudon, K. C., & Traver, C. G. (2021). E-Commerce 2021: Business, Technology, and Society (16th ed.). Pearson.
Lestari, D., & Azizah, N. (2023). Efektivitas Fitur Promosi E-Commerce terhadap Volume Penjualan Produk Ritel. Jurnal Ilmu Manajemen dan Pemasaran, 8(2), 77–90.
Muflikhah, N., et al. (2024). Transformasi Digital dan Pemasaran Online bagi Pelaku Usaha Kecil Menengah. Jurnal Teknologi dan Bisnis Digital, 5(1), 45–59.
Swastha, B. (2014). Manajemen Penjualan. Yogyakarta: BPFE. Swastha, B. (2018). Asas-Asas Marketing. Yogyakarta: Liberty.
Syaputra, E. (2021). Sistem Informasi E-Commerce dan Marketplace. Jakarta: Gramedia.
Tjiptono, F. (2020). Strategi Pemasaran. Yogyakarta: Andi Offset.
