STRATEGI DIFERENSIASI DAN ANALISIS PESTEL PADA E-COMMERCE EIGER UNTUK MENINGKATKAN DAYA SAING

Ahmad Fikri Abdullah; Selvia Shafanury Hendryanputri; Intan Aulia Agustina; Fanisa Nadin Putri Aulia; Salsabilla Aulia Rachma Chantika; Muhammad Raihan  Dwi Saputro; Putri Gabriela Tiosani Rumahorbo

Authors

Ahmad Fikri Abdullah Universitas Negeri Surabaya
Selvia Shafanury Hendryanputri Universitas Negeri Surabaya
Intan Aulia Agustina Universitas Negeri Surabaya
Fanisa Nadin Putri Aulia Universitas Negeri Surabaya
Salsabilla Aulia Rachma Chantika Universitas Negeri Surabaya
Muhammad Raihan Dwi Saputro Universitas Negeri Surabaya
Putri Gabriela Tiosani Rumahorbo Universitas Negeri Surabaya

Keywords:

Differentiation, PESTEL, E-commerce, Competitiveness, Eiger

Abstract

The e-commerce industry in Indonesia has experienced rapid growth, along with increasingly fierce competition, which demands local brands like Eiger to develop effective differentiation strategies to maintain competitiveness in the digital market. This study aims to analyze the differentiation strategies implemented by Eiger and evaluate the external factors affecting the competitiveness of local brands through a PESTEL analysis. This research uses a qualitative descriptive method with a case study approach based on literature studies, industry reports, and business articles related to Eiger. The results show that Eiger has successfully created a competitive advantage through product differentiation, services, technology, branding, user experience, delivery, and community personalization. The external factors analyzed through PESTEL also provide insights into opportunities and challenges that influence the company’s business strategy. This study provides the insight that differentiation strategies and understanding external factors through PESTEL can improve Eiger's competitiveness in facing the dynamics of the digital market.