Advertising Investment On Marketplace To Conversion Rate
Mutiara Nisa Rozdianda

Universitas Indonesia

Abstract

This research describes an analysis of advertising investment conversion rate online buyer through marketplace that became more competitive during COVID-19 Outbreak so that increasing ability and accessibility both buyer and seller to do the online shopping. Vary strategies and high budgets are used to win the market, but the result is worse than before, only 0.3% advertising investment converted to sales that cost more than 22% of the revenue achieved from advertising. The analysis for this research is conducted using qualitative research through marketing funnel analysis in case study method. The method will be useful for learning further similar case in the advertising investment of marketplace and help the company to exist in long run

Keywords: advertising- marketplace- online shopping- e-commerce- conversion rate

Topic: Marketing Management