DIGITAL MARKETING STRATEGY TO INCREASE SALES OF WARDAH PRODUCTS IN THE E-COMMERCE ERA

Abstract

This research aims to analyze the digital marketing strategy implemented by Wardah to increase sales
through e-commerce, as well as identifying the factors that influence the ef ectiveness of this strategy. The
research method used in this research is qualitative research with a case study approach, where data is
collected through documentation. The research results show that the digital marketing strategy
implemented by Wardah through e-commerce includes the use of e-commerce platforms, the use of social
media, the use of paid ads on social media and Google ads, influencer marketing and collaboration with
beauty influencers. Apart from that, selecting and experiencing the use of the right e-commerce platform,
optimizing paid advertising, using influencers and endorsements, customer engagement and customer
service are the main supporting factors in the success of the strategy to increase sales of Wardah
products. It is hoped that this research can contribute to the development of digital marketing strategies
for cosmetic companies in facing the digital era.