Analisis Strategi Bertahan Online Shop dalam Menjaga Profitabilitas di Tengah Tekanan Kebijakan Komisi Platform dan Pajak Pemasaran: Studi Kasus pada UMKM Kazena Zura
Abstract
Behind the convenience of online sales systems, businesses face rising platform commissions and marketing taxes that directly impact profitability. This study aims to identify the strategies applied by online shops in maintaining profitability, to analyze the effectiveness strategies, and to identify the supporting and inhibiting factors in their implementation. This study employs a qualitative approach with a case study, focusing on one clothing UMKM that actively sells at Shopee. Data were collected through interviews, observation, and documentation. The results show that the strategies implemented is raising selling prices, utilizing an affiliate system, negotiating production costs, and shifting raw material. These strategies are aligned with Michael Porter’s theory, particularly cost leadership and focus strategy. The effectiveness of the strategies is evidenced by the positive growth in NPM that consistently stood at 20%, exceeding the industry standard. The main supporting factors are the creativity of human resources and platform features, while the inhibiting factors include platform policy changes, rising administrative costs, and accumulated losses from product returns.
Keywords
Marketing Tax, Platform Commission, Profitability, Survival Strategy, Online Shop
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