ANALISIS PESTEL DAN STRATEGI DIFFERENSIASI DALAM E-COMMERCE ERAFONE

Abstract

This study examines Erafone's differentiation strategy in facing the highly competitive landscape of Indonesia's e-commerce and gadget retail industry, with a specific focus on the influence of the macro-environment analyzed through the PESTEL framework. Using a qualitative descriptive approach, this research relies on document analysis using secondary data sourced from official company reports, industry publications, and credible business articles. The PESTEL analysis identifies opportunities and threats in political, economic, social, technological, environmental, and legal dimensions, while the SWOT framework is applied to map internal strengths and weaknesses. Findings indicate that technological advancements and changing consumer lifestyles, especially increasing reliance on digital platforms, are key growth drivers. Conversely, the biggest challenges come from aggressive price competition in the online market and the influx of unofficial or grey market products. In response, Erafone's differentiation strategy emphasizes product authenticity, superior customer service, seamless online-offline channel integration (phygital), and the creation of a safe, comfortable, and engaging shopping experience. This study highlights that maintaining a competitive advantage requires not only the consistent execution of these strategies but also agility in adapting to external market shifts. By aligning differentiation efforts with dynamic environmental factors, Erafone can strengthen its market position and enhance long-term resilience in an industry characterized by rapid technological change and evolving consumer expectations.