The Efforts of the Ayam Geprek 21 Micro-Enterprise to Increase Product Sales Through the Shopee Platform

Abstract

Technological development has brought significant changes to the economic sector, including the culinary field, as consumers increasingly transact online and micro, small, and medium enterprises (MSMEs) must adapt by using e-commerce platforms as sales channels. This study describes the efforts of the Ayam Geprek 21 micro-enterprise in Yosomulyo, Metro City, to increase culinary product sales through the Shopee platform, particularly the ShopeeFood feature. A descriptive qualitative method was used, with data collected through observation, interviews, and documentation, and analysed through data reduction, data display, and conclusion drawing. The findings show that the use of ShopeeFood contributed to increased sales, wider market reach, and greater consumer trust. The enterprise combined consistent product quality, affordable pricing, attractive presentation, and active use of ShopeeFood promotional features such as vouchers and discounts, supported by responsive customer service. Several challenges were identified, including limited capital, low digital literacy, fluctuating raw-material prices, and intense competition. The study concludes that appropriate digital-marketing strategies, continuous product innovation, and optimal use of platform features are necessary for MSMEs to develop sustainably, and it offers practical guidance for culinary micro-enterprises seeking to strengthen their digital presence.