Implementing Digital Marketing in an E-Commerce Company: A Case Study on the Development of an Online Shop for Men’s Chino Pants
- Ade Ahmal Fauziah.
- Aqila Ulya Nisa.
- Lisna Nur Vinawati.
- Vera Yunita.
- Yudi Prastyo
- 4290-4300
- Jul 1, 2025
- Mass Communication
Implementing Digital Marketing in an E-Commerce Company: A Case Study on the Development of an Online Shop for Men’s Chino Pants
Ade Ahmal Fauziah., Aqila Ulya Nisa., Lisna Nur Vinawati., Vera Yunita., Yudi Prastyo
Industrial Engineering Study Program, Faculty of Engineering, Universitas Pelita Bangsa
DOI: https://dx.doi.org/10.47772/IJRISS.2025.903SEDU0305
Received: 26 May 2025; Accepted: 28 May 2025; Published: 01 July 2025
ABSTRACT
Arzanka Store is an online store that provides various men’s fashion such as chinos, men’s formal pants, sirwal pants, and quality men’s shirts at affordable prices. We focus on providing comfortable, stylish, and suitable products for various occasions. As a reseller, we work with trusted suppliers to ensure that every pair of chinos we sell meets the best quality standards. The main types of products sold by Arzanka Store are long chinos and short chinos. Before using digital advertising, Arzanka Store focused on word-of-mouth marketing and utilizing social media such as through regular posts, interactions with followers, or interesting content without using paid features. In its current business process, Arzanka Store is able to provide an easy and satisfying online shopping experience. This study aims to find out how online shop companies adapt and implement digital technology to accelerate their growth. The research method used is descriptive qualitative, namely analyzing, describing, and summarizing various data collected in the form of interview results or observing the problems studied that occur in the field. The results of this study conclude that online shops play a very important role in sales, especially because of the ease of access and wider market reach. Arzanka Store itself focuses more on the use of marketplaces such as Shopee. Marketplace provides benefits such as direct access to existing audiences, ease of transactions, and supporting features that make it easier to manage a store without having to manage the infrastructure yourself. The challenges we face are maintaining consistency in producing interesting and relevant content, and managing advertising budgets to remain effective. To overcome various problems, we maintain good communication with customers, provide the best service, provide clear information regarding orders, provide many payment options and coordinate with shipping services to continue to improve the quality of service. The impact of digital marketing on sales, businesses experience an increase in sales of around 60-70%.
Keywords: Online Shop, Consistency, Customer, Advertisement, Digital Marketing
INTRODUCTION
Digital marketing systems are no longer unfamiliar to business practitioners. In recent years, digital marketing has become the preferred method for many entrepreneurs to promote their products. Digital marketing refers to promotional and market exploration activities conducted through online digital media by utilizing various platforms, such as social networks.
Another frequently used medium in digital marketing is social media, one of which is Shopee. Shopee provides a Business Account feature that facilitates business actors in creating business profiles and optimizing their operations through this platform. This feature allows companies of all sizes to introduce their business profiles, gain insights into followers and posts, and promote content to achieve their business objectives.
Digital marketing strategies utilizing social media are essential, as they provide business actors with the knowledge and tools to expand their networks through the effective use of social media, thereby enhancing their competitive advantage. Sales growth serves as an indicator of a company’s ability to improve its performance over time. It is characterized by an increase in market share, which positively impacts sales and company profitability. Sales represent the primary goal of business activities. In producing goods or services, the ultimate aim of a company is to sell them to the market.
Digital marketing enables the Arzanka store to monitor and respond to the needs and preferences of potential consumers. At the same time, consumers can easily search for and obtain product information simply by browsing online, making the search process more convenient without the need to leave their homes. Digital marketing has the capacity to reach individuals regardless of their geographical location or other limitations.
To improve visibility and sales performance in e-commerce businesses and to support the development of online shops, this study aims to examine how online businesses adapt to and implement digital technologies to accelerate their growth. The research method employed is qualitative descriptive, which involves analyzing, describing, and summarizing data obtained from interviews and direct field observations. This study is expected to provide insights and strategic recommendations for digital marketing that can enhance competitiveness and business performance within the e-commerce sector.
LITERATURE REVIEW
Digital Marketing
Digital marketing refers to the creation and distribution of value-added content, whether through direct digital marketing or targeted social media marketing. Digital marketing reaches a global audience with high precision, creating brand awareness and achieving specific business objectives. It encompasses channels such as SEO, email marketing, social media, and other forms of digital outreach to build brand recognition, brand loyalty, inbound traffic, and revenue generation. As a consequence of the rapid development of the Internet, the use of digital marketing has increased significantly and is considered a strategic goal for any company.
Digital marketing involves all stages, from planning, concept development, pricing, promotion, and distribution of ideas, goods, and services, to satisfying a specific target audience. In other words, marketing is about positioning a product or service in the market in such a way that it attracts buyers and generates profit.
Sales Growth
According to Tjiptono (2008), sales refer to the transfer of ownership rights of goods or services from one party to another, accompanied by compensation from the receiving party in exchange for the transferred goods or services. Sales are an integrated effort to develop strategic plans aimed at satisfying buyers’ needs and desires, with the goal of achieving profitable sales. Sales are the lifeblood of a company, as profits are derived from sales, and efforts to attract consumers are made to understand what appeals to them and how the company’s products are perceived.
Sales growth is the end result achieved by a company through the sale of its products. It is not distinguished between cash or credit sales but is calculated as the total sales volume. Sales volume is a key factor that influences the amount and components of working capital. Furthermore, it can be defined as the quantity of a company’s production output that is consumed by customers.
Table 1.1 Literature Review Journal
| Title | Author(S) & Year | Method | Results | Conclusion |
| Analysis of the Implementation of Digital Marketing to Increase Sales | Wa Ode Nur Asysyifaa, Juharsah, Isalman, Asrip Putera, Triwulandari, Windayani (2024) | Descriptive Approach, Data Collection Method: Interview and Observation | The research results show that the Arshop store in Kendari is highly consistent in using digital marketing by applying interactivity, informativeness, personalization, and trends | The use of digital marketing can help increase sales by utilizing various platforms, such as social media, as it facilitates communication between customers and sellers |
| Development of Digital Marketing Concepts for Micro, Small, and Medium Enterprises (MSMEs) through Social Media | Riska Silpiani Saputri, Darius Antoni (2023) | Descriptive approach by collecting data directly through interviews with MSME companies | Marketing using digital marketing through social media by applying the aspects of share, optimize, manage, and engage can identify the strategies used by successful MSMEs, which can then be learned and adopted by other MSMEs | The strategy of using social media has a significant positive impact on MSME businesses, unlike sales without digital marketing, which result in decreased sales |
| Feasibility Study Analysis of the Jeans Pants Convection Business Azqo Collection in Pucung Village, Tirto District, Pekalongan Regency | Iis Nur Faizah, Muhammad Taufiq Abadi (2023) | Descriptive analysis using content data on business ethics as well as interviews and observations | The types of strategies used include paid advertising, transactional marketing, social media marketing, interactive marketing, and content marketing | By having the ability to determine and implement the right marketing strategies, a business will be able to face competition and achieve success |
| Implementation of Digital Marketing by MSMEs in Indonesia: A Scoping Review | Mochamad Sirodjudin, Sudarmiatin (2023) | Scoping Review Method: Arksey and O’Malley | The research was conducted over a 5-year period from 2017 to 2023, analyzing 10 empirical studies. It was found that knowledge and skills aspects can be applied by MSMEs to survive and grow | A successful digital marketing strategy is one that provides comprehensive and easily accessible product information, ease of purchase, relevance, personalization, as well as testimonials and positive reviews from other consumers |
| Digital Marketing: A Marketing Solution in the Digital Era to Increase MSME Sales Revenue | Khoerul Anwar, Mahmud Yunus, Rita Alfin (2023) | PKM Approach: Participatory Action Research (PAR) | The implementation of digital marketing training shows that utilizing social media platforms such as Instagram and WhatsApp can increase sales revenue | Social media platforms have a positive impact on MSME partners by providing training such as techniques for photographing objects effectively, image editing techniques, and creating short videos |
RESEARCH METHODOLOGY
This study employs a descriptive approach, which aims to systematically, factually, and accurately describe the facts and characteristics of the research object. Data collection methods include interviews and observations. The informants in this study are the owner of Arzanka Store and one employee as key informants, as well as one customer serving as a supporting informant.
The implementation of digital marketing is quite complex; therefore, this study focuses the analysis on the ease offered in applying digital marketing, which includes interactivity, informativeness, personalization, and ease in observing product trends. Meanwhile, sales growth is systematically observed starting from the accuracy of selling price determination, improving cost efficiency, to increasing demand.
Figure 1.1 Research Framework
RESULTS AND DISCUSSION
Results
Digital Marketing as a Marketing Communication Medium at Arzanka Store
Interactivity
The results of the study show that interactivity in marketing a product is essential, especially for business actors who utilize digital marketing as a medium in the sales process. Interactivity facilitates communication between customers and sellers regarding the desired product needs, and also allows sellers to more easily access information required by potential customers.
This is evidenced by observing Arzanka Store’s Shopee account, where numerous interactions occur between prospective buyers and the business owner. This proves that in its implementation, the use of digital marketing through Shopee features effectively establishes strong and efficient interactivity.
Informativeness
The findings indicate that informativeness is essential in the process of product sales, particularly when utilizing digital marketing as a medium. Informativeness enables business actors to provide detailed descriptions and explanations of the products being marketed, allowing recipients to better understand the information conveyed.
Personalization
The research results show that personalization in business operations reflects efforts to deliver relevant experiences to individuals based on their characteristics and behavior. One example of personalization is when sellers add initials or logos to shopping bags. Through digital marketing, customer data can be collected in a more detailed and accurate manner, allowing for more precisely targeted personalization strategies.
Trendiness
The results demonstrate that following trends is crucial in the business world, especially in the fashion sector. Trends involve topics or items that are frequently discussed, favored, or used by the public, making it important for businesses to stay updated. Digital marketing makes it significantly easier for entrepreneurs to monitor current trends due to the fast, easy, and accurate access to digital media. This is evidenced by the Shopee account of Arzanka Store, where the products offered closely follow contemporary fashion trends.
Sales Growth at Arzanka Store
Through in-depth interviews with the research subjects, the researcher posed several questions related to the core issues, including the business background, the digital marketing strategies implemented, the impact of digital marketing on sales, challenges in implementing digital marketing, as well as innovation and future development plans. The following are the results of the interviews conducted by the researcher.
Arzanka Store is a fashion business that produces long and short chinos trousers. The business was first established in Jakarta in October 2024. In this study, the researcher conducted in-depth interviews to obtain information regarding the strategies, impacts, and challenges of implementing digital marketing, as well as the innovations and future development initiatives undertaken by the store.
Discussion
Arzanka Store is a fashion business that produces long and short chinos trousers. This business was first established in Jakarta in October 2024. In this study, the researcher conducted in-depth interviews to obtain information regarding the strategies, impacts, and challenges of implementing digital marketing, as well as the innovations and future development initiatives undertaken by the business.
In the topic of Business Background, based on the conducted interviews, the business initially relied on word-of-mouth marketing and used social media organically (promoting products without paid advertising, such as through regular posts, engagement with followers, or creative content without utilizing paid features). To market their products, they utilized various platforms such as Instagram, Facebook, TikTok, and Shopee to reach customers through marketplaces. For them, online shops play a crucial role in driving sales.
In the topic of Digital Marketing Strategies Implemented, the business leveraged social media marketing, Search Engine Optimization (SEO), affiliate marketing, and content marketing. They also focused on utilizing marketplaces, particularly Shopee. They measure the effectiveness of advertisements on marketplaces by monitoring ad click rates, conversion rates, direct sales from advertisements, and Return on Investment (ROI) to ensure that the advertising budget generates higher sales and optimal efficiency.
In the topic of The Impact of Digital Marketing on Sales, the business reported an increase in sales by approximately 60-70%. Advertising on social media and marketplaces helped them reach a wider audience, increase product visibility, and drive more conversions, all of which directly contributed to the rise in sales. After running promotions, they observed changes in customer buying behavior. Customers tended to buy more products in a single transaction and were more likely to make purchases after seeing advertisements or special offers. These promotions also accelerated purchasing decisions, as customers felt they were getting attractive deals.
In the topic of Challenges in Implementing Digital Marketing, the business noted the difficulty in maintaining consistency in producing engaging and relevant content, as well as managing the advertising budget effectively. As resellers, highly competitive pricing also posed a significant challenge, as they needed to offer additional value despite limited pricing flexibility compared to competitors.
In the topic of Innovation and Future Development, they plan to enhance their digital marketing strategies by increasing paid advertisements, optimizing SEO, and producing more interactive content to reach a broader audience and improve customer engagement.
From the various questions posed by the researcher to the informants, it can be concluded that digital marketing plays a highly significant role in business development within the online marketplace environment. Strategies and challenges that must be addressed by business owners also affect sales growth. One of the platforms used, Shopee, enables business owners to apply various innovations and creative approaches in creating content, conducting promotions, and launching appealing advertisements. The business owner also continuously strives to improve customer satisfaction in order to retain their audience.
Results from Advertising and Social Media
Sales from Advertising
Figure 1.2 Sales Chart from Advertising
Based on the data presented in the Ad Performance Chart over the past month, here is the analysis:
- Ad Performance Results
-
- Total Ad Impressions: 239 thousand times
- Total Clicks: 7.1 thousand clicks
- Click-Through Rate (CTR): 2.97% (indicates ad effectiveness in attracting attention)
- Total Orders: 217 orders
- Total Products Sold: 275 units
- Total Sales from Ads: Rp22.1 million
- Total Ad Cost: Rp1.8 million
- Ad Performance Chart Analysis
-
- Performance Increase and Decrease: The chart shows a fluctuating pattern, with several significant spikes in the number of orders and sales from advertisements.
- Relationship Between Impressions, Clicks, and Sales:
- When impressions increase, the number of orders and sales from advertisements also increases.
- This indicates that the more ads are displayed, the greater the chance of attracting potential buyers.
- Advertising Cost Efficiency: With a ROAS of 12.12, the advertising cost is used very efficiently and generates significant profits.
- Return on Ad Spend (ROAS): 12.12 (excellent, meaning every Rp1 invested generates Rp12.12 in sales).
It can be concluded that the current advertising strategy is quite effective but could be further optimized by increasing the click-through rate (CTR), for example, through improvements in visual design or ad copywriting. Optimizing audience targeting can help boost conversions, such as by adjusting demographics or buyer preferences. Leveraging sales trend patterns by increasing the advertising budget during periods showing spikes in orders is also recommended.
Sales from Social Media, Affiliate Marketing, Live Shopping, and Video Content
Figure 1.3 Sales from Social Media, Affiliate Marketing, Live Shopping, and Video Content
Based on the data presented in the Affiliate Performance report over the last 30 days (February 11, 2025 to March 12, 2025), the following analysis results are obtained:
- Affiliate Performance Results
-
- Number of Affiliates Who Successfully Sold: 12 people
- Total Sales: IDR 2.7 million
- Number of Orders: 30 orders
- Total Units Sold: 35 units
- Performance Analysis
-
- Average Sales per Affiliate: Approximately IDR 225 thousand per affiliate (IDR 2.7 million / 12 affiliates).
- Average Orders per Affiliate: Approximately 2.5 orders per affiliate, indicating a relatively small contribution from each affiliate.
- Average Products per Order: Approximately 1.16 products per order, indicating that most customers purchase only one product per transaction.
It can be concluded that the affiliate program is running quite well, but there is still room for improvement by increasing the number of active affiliates through more attractive incentives. Optimizing affiliate marketing strategies, such as providing more effective promotional materials, is also recommended. Enhancing engagement with existing affiliates can help boost the number of orders per affiliate. Targeting a more relevant audience will make it easier to sell products through the affiliate program.
Sales from Flash Sale
Figure 1.4 Sales Graph from Flash Sale
Based on the data from the Main Criteria report during the past 30 days (February 12, 2025, to March 13, 2025), the following is the performance analysis of the flash sale:
- Flash Sale Results
-
- Total Sales: IDR 15,330,659
- Number of Orders: 160 orders
- Total Buyers: 153 buyers
- Click-Through Rate (CTR): 3.79%
- Total Product Views: 739 times
- Flash Sale Performance Analysis
-
- Conversion from Clicks to Orders: Out of the total product views (739 times), there were 160 orders, indicating that the promotion was effective in attracting customers to make purchases.
- Average Purchase per Buyer: 1.04 orders per buyer, showing that most buyers made only one transaction during the flash sale.
- Average Sales per Order: Approximately IDR 95,816 per order (IDR 15,330,659 / 160 orders).
- Sales Trend in the Graph:
- There are several significant spikes on certain dates, likely during peak promotions or more effective marketing strategies.
- After each spike, sales usually decline, then rise again when another flash sale event is held.
It can be concluded that the flash sale was quite successful but still has room for improvement through strategies such as increasing the number of visitors viewing the products, for example by running more aggressive promotions before the flash sale begins. Increasing the number of purchases per transaction, for instance by offering bundles or discounts for buying more than one product. Identifying peak purchase times based on the sales data to schedule flash sales during the hours or days with the best performance. Enhancing customer engagement before the flash sale to prepare more potential buyers for transactions.
Customer Satisfaction Survey
Here are some positive reviews from customers of Arzanka store:
Figure 1.5 Customer Reviews
Arzanka Store provides the best service to its customers with high-quality pants that are comfortable to wear, along with fast delivery.
CONCLUSION
Based on the research conducted at Arzanka Store, it can be concluded that utilizing digital marketing as a communication media for marketing significantly helps increase sales. The results show that interactivity in marketing a product is highly needed, especially for business actors using digital marketing as one of the sales channels. Interactivity facilitates communication between customers and sellers regarding product needs, and sellers can more easily access information required by prospective customers.
Overall, Arzanka Store’s performance is very good, with a significant increase in the quantity and quality of reviews. The advertising strategy is fairly effective, with a focus on increasing the number of active affiliates promoting the products. Maximizing peak sales moments by scheduling flash sales during times that show the best performance according to sales graphs is recommended. Additionally, leveraging sales trends by increasing advertising budgets during periods of order surges, as well as enhancing customer engagement before flash sales, will encourage more potential buyers to prepare for transactions.
RECOMMENDATIONS
The company should consistently pay attention to and improve customer service to enhance customer satisfaction and loyalty. The development of the online shop needs to be supported by effective digital marketing strategies to boost sales. Additionally, the company must ensure the security and confidentiality of customer data to build strong trust. Conducting analysis of customer data and behavior is also crucial for better understanding their needs and preferences, which will help improve the quality of services provided.
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