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Bukalapak Strategy to Face E-Commerce Competition in Indonesia

In: Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

Author

Listed:
  • Syarif Hidayatullah

    (Hasanuddin University)

Abstract

Bukalapak is the second marketplace operating in Indonesia in 2010 and is the work of local children. Competition in the marketpalce field is very tight especially the incessant foreign marketpalce such as, shopee, lazada etc. to expand to Indonesia. Therefore the purpose of this study is to make a SWOT analysis of the bukalapak company to determine the company’s position. The type of research used in this research is qualitative research by collecting clear data to obtain related information about the object being studied. Based on the research conducted, it can be concluded that the main internal factors affecting the company are the products, promos, and services offered and the lack of innovation from bukalapak, while the main external factors are the number of Indonesians who like to shop (consumerism), and prefer marketplaces to direct stores and the entry of new players with large capital. Bukalapak’s position is in quadrant 4 on SWOT so it is recommended to support the Turn Arround strategy.

Suggested Citation

  • Syarif Hidayatullah, 2025. "Bukalapak Strategy to Face E-Commerce Competition in Indonesia," Advances in Economics, Business and Management Research, in: Mursalim Nohong & Fitra Roman Cahaya & Phung Minh Tuan & Arifuddin Mannan & Anas Iswanto Anwar & Ria (ed.), Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), pages 238-244, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-758-8_22
    DOI: 10.2991/978-94-6463-758-8_22
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