An Analysis of Paid Advertising Usage in the Shopee App in Marketing Strategy: A Case Study Belluva Batik Pekalongan

Abstract

This study aims to analyze the use of paid advertising on the Shopee application as part of Belluva Batik Pekalongan’s marketing strategy. The research method employed was descriptive qualitative with a case study approach. Data were obtained through observation, documentation, and interviews, then analyzed using Miles and Huberman’s interactive model, which includes data reduction, data display, and conclusion drawing or verification. The findings reveal that paid advertising on Shopee is effective in increasing product visibility and brand awareness of Belluva Batik Pekalongan. However, its contribution to sales growth is not significant. This is indicated by the low conversion rate (CR) despite a relatively high click-through rate (CTR), as well as the occurrence of “boncos,” where advertising costs are not proportional to the transactions obtained. From the consumer perspective, ads are considered helpful in discovering the store, but purchasing decisions are more influenced by price and product quality. The conclusion of this research is that paid advertising on Shopee can serve as a strategic instrument to strengthen brand awareness and market presence, but its effectiveness in boosting sales remains limited. Optimization is required through proper keyword selection, efficient budget management, and continuous performance evaluation.