PRODUCT DIVERSIFICATION AND E-COMMERCE MARKETING IN AN EFFORT TO INCREASE SALES (USAHA ALFIRA HENNA ART BUSINESS)

Authors

  • ALFIRA Entrepreneurship Study Program, Makassar State University
  • MUHAMMAD JUFRI Entrepreneurship Study Program, Makassar State University
  • SUMIATI TAHIR Entrepreneurship Study Program, Makassar State University
  • ASMAYANTI Entrepreneurship Study Program, Makassar State University
  • ANDIKA ISMA Entrepreneurship Study Program, Makassar State University

Keywords:

Concentric Diversification, Shopee E-Commerce, Shopee Marketing, Sales, MSMEs

Abstract

With the advancement of time and internet technology, business actors are encouraged to adapt and seize existing opportunities, one of which is the utilization of Shopee's e-commerce with attractive features that can support a wider market share. Additionally, to meet consumer desires, a business needs to innovate through product development, one of which is product diversification, a business development strategy to expand product reach, prepare new markets, and reduce business risks. This research aims to examine Product Diversification and E-Commerce Marketing in Efforts to Increase Sales of Alfira Henna Art Business. The research method used is qualitative descriptive with a focus on the study of Concentric Diversification and E-Commerce Marketing Features of Shopee. The analysis stages include market trend research, new product development, and product trials with 3 Henna Artist informants to obtain responses regarding the launched products in terms of product quality, product durability, suggestions, and feedback from informants, resulting in the final product development with the addition of products on Shopee e-commerce. The research results show that the new Henna product development through concentric diversification, Amora White Henna and Amora Nude Henna products, aligns with consumer desires, receives positive responses regarding quality differentiation from competitors, and utilizes Shopee e-commerce marketing features used by Alfira Henna Art Business such as Store Promotions, Discount Packages, Follow Store Vouchers, Discount Packages, and Shopee Ads. This also expands the market reach and increases the sales reach of Alfira Henna Art Business compared to before. Thus, it can be concluded that Product Diversification through concentric diversification, namely Amora White Henna and Amora Nude Henna, aligns with consumer needs, and the E-Commerce Marketing Features of Shopee have proven effective in reaching a broader market share and driving the growth of Alfira Henna Art business.

References

Aini, N., Cahyanti, M., Putri, V. E., Listiyani, D., Vayuni, F. E., Nugroho, R. H., & Ikaningtyas, M. (2024). Pemanfaatan Strategi Digital Marketing dalam Upaya Pengembangan Bisnis UMKM pada E-Commerce Shopee. Economics And Business Management Journal ( EBMJ ) Februari, 3(1), 1–8. https://www.ejournal-rmg.org/index.php/EBMJ/article/view/188/230

Arista Arroyan. (2024). Implementasi Strategi Digital Marketing Dalam Meningkatkan Penjualan (Studi Pada UMKM Onotaki Kota Malang). 13(2), 1–23.

Astuti, I. I., Sulisman, A. N., & Tarigan, S. R. D. B. (2023). Eksplorasi E-Governance: Menjawab Tantangan Implementasi E-Commerce Era Vuca Di Indonesia. Jurnal Ilmiah Manajemen Muhammadiyah Aceh, 13(2). https://doi.org/10.37598/jimma.v13i2.1865

Awalinda, A. (2025). Strategi Diversifikasi Produk Dalam Upaya Peningkatan Pangsa Pasar Usaha Mikro Kecil Dan Menengah (Umkm) Rumah Durian Cahaya Bulan Cilongok Banyumas.

Dewi, N., & Nasution, D. A. D. (2023). Pentingnya Penerapan E-Commerce Bagi UMKM Sebagai Salah Satu Bentuk Pemasaran Digital Dalam Menghadapi Revolusi Industri 4.0. Jurnal Pijar, 1(3), 566–577. https://e-journal.naureendigition.com/index.php/pmb/article/view/570%0Ahttps://e journal.naureendigition.com/index.php/pmb/article/download/570/179

Dirasti Novianti, K. A. S. (2024). Optimalisasi strategi pemasaran dengan platform Shopee pada pelaku usaha desa galang pengampon, pekalongan, jawa tengah. 2, 80–85.

Fatima, S. (2024). Pengembangan Produk. In Penambahan Natrium Benzoat Dan Kalium Sorbat (Antiinversi) Dan Kecepatan Pengadukan Sebagai Upaya Penghambatan Reaksi Inversi Pada Nira Tebu.

Fazira, I., Jopang, & Wahbi, A. (2023). Analisis Faktor-Faktor Yang Mempengaruhi Diversifikasi Produk Dalam Pengembangan Usaha Ud . Mete Mubaraq Lombe Kota Kendari. Business UHO: Jurnal Administrasi Bisnis, 8(1), 169–184.

Hananto, D., Sudraman, D., & Wijayanti, H. (2024). Diversifikasi Sebagai Strategi Bagi Pelaku Umkm Dalam Mempertahankan Usaha Pada Umkm Ppmt Tangsel. Prosiding Seminar Nasional LPPM UMJ, November 2024.

Hasanah, S. Z., & Riofita, H. (2024). Kewirausahaan di Era Industri 4.0: Transformasi melalui Praktek Bisnis Modern. Ekonodinamika Jurnal Ekonomi Dinamis, 6(2), 215–228.

Hermawan, E. (2022). Competitive Strategy, Competitive Advantages, dan Marketing Performance pada E-Commerce Shopee Indonesia. Jurnal Kewirausahaan dan Multi Talenta, 1(1), 1–13. https://doi.org/10.38035/jkmt.v1i1.7

Husni, I., Amin, A., Amin, F., & A, F. A. E. (2024). Pemberdayaan Pengrajin Olahan Bandeng Melalui Diversifikasi Produk dan Pemasaran Digital di Kecamatan Pedurungan Semarang. 03, 1–7.

Istiqomah, R. N., Ulva, N., Purwantoro, M. I., & Ayu, D. (2023). Pemanfaatan E-Commerce Shopee Dalam Meningkatkan Strategi Pemasaran UMKM di Desa Gending. Journal of Global and Multidisciplinary, 1(5), 684–691. https://journal.institercomedu.org/index.php/multipleInstitercompublisherhs://journal.institercom-edu.org/index.php/multiple.

Jufri, M. (2024). Marketing Strategy Of Banana Bu Siness In Pangkajene And . pdf 3240 Words Jun 25 , 2024 1 : 15 PM GMT + 8 10 % Overall Similarity Crossref Posted Content database Excluded from Similarity Report Bibliographic material Jurnal Ekonomi Kreatif dan Manajemen .

Kharuniawati, Y. (2020). Diversifikasi Produk Dalam Meningkatkan Volume Penjualan Di UMKM Batik Najiha Di Desa Tampo Kecamatan Cluring Kabupaten Banyuwangi. September.

Mertika, R. W. (2024). Diversifikasi Produk dan optimalisasi E-Commerce Sebagai Upaya Eskalasi Penjualan dan Daya Saing Usaha UMKM Kerajinan Bidai Kota Singkawang Product Diversification and E-Commerce Optimization as an Effort to Escalate Sales and UMKM Competitiveness of Bida. 7(1), 1–9.

Nurfadilah, S. (2022). Nuansa Journal of Arts and Design Henna: Jenis dan Nilainya dalam Pernikahan Bugis di Bone. 6, 20–24.

Nurlaila, A. R. (2022). Strategi Diversifikasi Produk dan Penjualan pada Masa Pandemi Covid-19 (Studi Kasus di CV. DB Group Purwokerto). Tesis, 19, 1–131.

Purnomo, Y. J. (2023). Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), 54–62. https://doi.org/10.61100/ adman.v1i2.23

Putra, D. P., & G.N. (2024). Proposed Marketing Strategy to Attract Potential Customers and Increase Revenue through Product Diversification in Resik Wangi Auto Detailing. International Journal of Current Science Research and Review, 07(09), 6923–6928. https://doi.org/10.47191/ijcsrr/v7-i9-10

Ramadhanto, M. F., Akbar, M., & Agoestyowati, R. (2022). Strategi Diversifikasi Produk Sebagai Upaya Meningkatkan Penjualan Studi Pada CV. Harjaya Enam Makmur. Jurnal Administrasi Bisnis, 2(5), 654–660.

Sikki, N., Yuniarsih, Y., & Sundari, A. (2021). Strategi Pemasaran Digital Untuk Meningkatkan Penjualan El Nuby Arabic Shop. Masyarakat Universitas Sahid Surakarta, 1(1), 360–371.

Sofiyantu, H. R. (2024). Optimalisasi Platform Digital Sebagai Strategi Pemasaran Dalam Meningkatkan Penjualan UMKM. IME Inovasi Makro Ekonomi, Vol.6,No.3(3), 131–132.

Suroto, P. Z., Setiawan, A. S., Lim, A. S., Winarto, J., Yap, M. F., & ... (2021). Diversifikasi Produk Okuwasawa melalui Pemanfaatan Limbah Produksi plugins. themes. bootstrap3. article. sidebar. Journal.Prasetiyamulya.Ac.Id, 350–364. https://journal.prasetiyamulya.ac.id/journal/index.php/JPM/article/ view/728%0Ahttps://journal.prasetiyamulya.ac.id/journal/index.php/JPM/article/download/728/467

T. Alvi Syahri Mahzura. (2020). Pemanfaatan E-Commerce Dalam Peningkatan Penjualan Pada Burger Sei Putih Kota Medan. Ekonomi Bisnis Manajemen Prima, II.

Tahir, S., Tahir, T., Aziz, M., & Gani, H. A. (2024). The Effect of Entrepreneurship Learning, Entrepreneurial Knowledge, Industrial Work Practice Experience, and Family Environment on Entrepreneurial Interest with Self-Efficacy as an Intervening Variable for State Vocational Students in Makassar City. Ijevss, 03(01), 2024.

Umam, K. (2023). Strategi Pemasaran Marketplace Shopee Pada Online Shop Astacala.Ar (pp. 1–83).

Wulandari, E. M. (2022). Analisis Pertumbuhan Penjualan Dan Strategi Diversifikasi Pada Bisnis Bismafurniture. http://repository. unissula.ac.id/14633/%0Ahttp://repository.unissula.ac.id/14633/ 1/Akuntansi_ 31401900053_fullpdf.pdf

Downloads

Published

2025-08-31

Issue

Vol. 3 No. 7 (2025)

Section

Articles

License

Copyright (c) 2025 Jurnal Ekonomi dan Bisnis

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.