Development of Business to Consumers-Based E-Commerce to Increase Sales of Queen Fashion Products During the Covid-19 Pandemic in Sragen

DOI

10.2991/978-2-494069-71-8_17How to use a DOI?

Keywords

Development of Business-To-Consumer-Based E-Commerce; Increase in Sales; Online Promotion; Online Promotion; Self-Promotion

Abstract

This research is motivated by the anxiety of small and medium entrepreneurs to close or continue their business during the COVID-19 pandemic. This research aims to describe the use of business-to-consumer-based e-commerce to increase sales, in the type of business directly from stores to consumers that run online, offline and self-promotion. Therefore, the type used is qualitative with an ethnographic design. The object of this research is how the business behavior of owners, employees, and customers at Queen fashion stores. Data were collected through in-depth interviews, observations, and documentation. Data analysis through structured techniques on the site. The results show that promotion through e-commerce with a marketplace can expand the marketing network for fashion products to various regions because information can be accessed quickly. Online, offline, and self-promotion promotions are still very much needed considering the variety of customers. During Covid-19, online promotion was seen as the spearhead of marketing, but what happened was instead an instrument for expanding the market area and an instrument for increasing the amount of marketing.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Harsono
AU  - Adhelia Zulfa Widayat
AU  - Sabar Narimo
AU  - Sutama
AU  - Wily Purbonuswanto
PY  - 2022
DA  - 2022/12/25
TI  - Development of Business to Consumers-Based E-Commerce to Increase Sales of Queen Fashion Products During the Covid-19 Pandemic in Sragen
BT  - Proceedings of the 7th Progressive and Fun Education International Conference (PROFUNEDU 2022)
PB  - Atlantis Press
SP  - 153
EP  - 160
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-71-8_17
DO  - 10.2991/978-2-494069-71-8_17
ID  - 2022
ER  -