Implementing Digital Marketing in an E-Commerce Company: A Case Study on the Development of an Online Shop for Men’s Chino Pants

Arzanka Store is an online store that provides various men’s fashion such as chinos, men’s formal pants, sirwal pants, and quality men’s shirts at affordable prices. We focus on providing comfortable, stylish, and suitable products for various occasions. As a reseller, we work with trusted suppliers to ensure that every pair of chinos we sell meets the best quality standards. The main types of products sold by Arzanka Store are long chinos and short chinos. Before using digital advertising, Arzanka Store focused on word-of-mouth marketing and utilizing social media such as through regular posts, interactions with followers, or interesting content without using paid features. In its current business process, Arzanka Store is able to provide an easy and satisfying online shopping experience. This study aims to find out how online shop companies adapt and implement digital technology to accelerate their growth. The research method used is descriptive qualitative, namely analyzing, describing, and summarizing various data collected in the form of interview results or observing the problems studied that occur in the field. The results of this study conclude that online shops play a very important role in sales, especially because of the ease of access and wider market reach. Arzanka Store itself focuses more on the use of marketplaces such as Shopee. Marketplace provides benefits such as direct access to existing audiences, ease of transactions, and supporting features that make it easier to manage a store without having to manage the infrastructure yourself. The challenges we face are maintaining consistency in producing interesting and relevant content, and managing advertising budgets to remain effective. To overcome various problems, we maintain good communication with customers, provide the best service, provide clear information regarding orders, provide many payment options and coordinate with shipping services to continue to improve the quality of service. The impact of digital marketing on sales, businesses experience an increase in sales of around 60-70%.