ANALISIS PENGUASAAN INFORMASI PASAR GLOBAL DALAM MENDUKUNG PENETRASI PASAR INTERNASIONAL: Studi pada UMKM SeshyShop Merchandise KPOP

Salwa Aini Az-Zahra; Namira Salsabila Hanafiah; Ria Sofianti; Mila Anggraini; Adellia Putri Wardany Cahyaningsih; Agung Augustrianto

doi:10.29062/mahardika.v25i1.1597

Authors

Salwa Aini Az-Zahra Universitas Kebangsaan Republik Indonesia
Namira Salsabila Hanafiah Universitas Kebangsaan Republik Indonesia
Ria Sofianti Universitas Kebangsaan Republik Indonesia
Mila Anggraini Universitas Kebangsaan Republik Indonesia
Adellia Putri Wardany Cahyaningsih Universitas Kebangsaan Republik Indonesia
Agung Augustrianto Universitas Kebangsaan Republik Indonesia

DOI:

https://doi.org/10.29062/mahardika.v25i1.1597

Keywords:

Understanding global market information, international market penetration, K-Pop merchandise from MSMEs

Abstract

This study aims to analyze the role of global market information in supporting international market penetration by SeshyShop, an SME specializing in K-Pop merchandise, by examining the company’s level of market information mastery, the market penetration strategies implemented, and the most decisive information factors in strategic decision-making. The study employed a qualitative descriptive method, with data collected through direct interviews with the SME entrepreneur and relevant documentation. The data was subsequently analyzed through the stages of data reduction, data presentation, and drawing conclusions. The research results show that SeshyShop actively monitors strategic information such as product release schedules, market prices, social media trends, and distribution policies from the official platforms of South Korean agencies, and that the success of its international market penetration is supported by two main strategies: supply chain efficiency through the ownership of a warehouse in Incheon and the utilization of digital platforms to reach global markets as far as Singapore, Malaysia, and Brazil. Other key findings indicate that verifying the credibility of third-party sellers is the most critical information factor, as it serves as the primary filter for maintaining reputation and consumer trust. Consequently, this study concludes that information mastery is not merely an operational tool but acts as a strategic pillar that enables SMEs to compete sustainably in the global market.

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