DIGITAL MARKETING STRATEGY TO INCREASE SALES OF WARDAH PRODUCTS IN THE E-COMMERCE ERA

This research aims to analyze the digital marketing strategy implemented by Wardah to increase salesthrough e-commerce, as well as identifying the factors that influence the ef ectiveness of this strategy. Theresearch method used in this research is qualitative research with a case study approach, where data iscollected through documentation. The research results show that the digital marketing strategyimplemented by Wardah through e-commerce includes the use of e-commerce platforms, the use of socialmedia, the use of paid ads on social media and Google ads, influencer marketing and collaboration withbeauty influencers. Apart from that, selecting and experiencing the use of the right e-commerce platform,optimizing paid advertising, using influencers and endorsements, customer engagement and customerservice are the main supporting factors in the success of the strategy to increase sales of Wardahproducts. It is hoped that this research can contribute to the development of digital marketing strategiesfor cosmetic companies in facing the digital era.