The Effectiveness of Shopee Advertising on Sales of Wedding Souvenirs After the Covid-19 Pandemic（Study on Subur Souvenirs in Magelang)

Abstract

The beginning of the COVID-19 pandemic in Indonesia resulted in restrictions on community social activities by the Government. The restrictions are part of the government's efforts to reduce the spread of the COVID-19 viruses. These efforts effected in many sectors loss, including the wedding party sector. Wedding parties involve quite a number of vendors such as decorations, printing, souvenirs, catering, etc. As one of the backbones of the country's economy, SME has experienced a significant impact, including Subur Souvenir which provides wedding souvenirs. A significant decline in sales resulted in a significant loss for Subur Souvenir. Subur souvenirs began to penetrate sales through an online application, namely Shopee to increase sales during this pandemic. After making a sale through Shopee, Subur Souvenir still has to use Paid Advertising to increase its reach. This study uses a qualitative method by interviewing business owners, marketing managers and several randomly selected customers. The results show that the effectiveness of paid advertising must use keywords that can attract various potential consumers, determine PPC with higher prices and use products with high ratings.