Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 15.
Nomor 01.
PP 144-150 Optimization Of Digital Marketing Utilization Based on E-Commerce to Enhance Sales and Marketing Adinda Dwi Larasati.
Anita Diana.
Departement Information Systems.
Faculty of Information Technology.
, .
Budi Luhur University.
, .
DKI Jakarta.
Indonesia.
, .
larasadinda629@gmail.
, anita.
diana@budiluhur.
AbstractAiThis study aims to develop and optimize digital marketing strategies through an e-commerceAebased system for the Charming Charlotte accessories business in order to enhance sales effectiveness and competitive advantage.
The problems identified include the limited use of marketing media that rely solely on social media, the absence of a website capable of supporting online transactions, and manual order recording that increases the risk of data processing errors.
This research employs the Business Model Canvas (BMC) to formulate the business model, utilizes Unified Modeling Language (UML) to model system processes, and develops an e-commerce website based on a Content Management System (CMS) using WordPress and WooCommerce integrated with Search Engine Optimization (SEO) techniques.
The results indicate that the implementation of the e-commerce system effectively expands marketing reach, improves transaction management efficiency, provides more systematic sales reports, and enhances business visibility through search engine optimization.
This research proves that the simultaneous integration of CMS.
BMC.
UML, and SEO is effective in strengthening digital marketing performance for small businesses.
KeywordsAiBusiness Model Canvas.
CMS.
Digital Marketing.
E-commerce.
SEO
INTRODUCTION
The implementation of website-based online sales applications plays an essential role in supporting economic growth and increasing business competitiveness in the digital E-commerce offers significant advantages, enabling rapid and borderless buying and selling activities.
According to Turban et al.
, e-commerce serves as an effective platform for communication, promotion, and customer engagement, allowing businesses to broaden their market reach and strengthen sales performance.
Furthermore, e-commerce allows consumers to easily access product information, compare alternatives, and carry out transactions efficiently while reducing operational costs typically associated with conventional marketing approaches.
Charming Charlotte is a womenAos accessories business established in 2020 that markets products such as necklaces, bracelets, rings, and earrings.
Currently, the business relies solely on Instagram and WhatsApp for promotional activities and sales transactions.
During the Covid-19 pandemic, sales declined due to increasing competition in the online accessories industry.
The rapid growth of online stores has made social media promotion alone insufficient for maintaining competitiveness.
Therefore, an additional digital sales medium in the form of an e-commerce website is required to expand marketing reach and enhance customer The challenges faced by Charming Charlotte include limited marketing channels that depend only on social media, the absence of an official website that supports online transactions, and manual order recording that increases the risk of data processing errors.
In addition, sales reports are not arranged systematically, making it difficult for the owner to conduct performance analysis and make accurate business To address these issues, an integrated e-commerce system is required to improve marketing effectiveness, streamline transaction processes, and produce structured sales This study aims to develop a CMS-based e-commerce website to support online transactions, automate sales data processing, and strengthen digital marketing strategies.
stated by Rerung .
, web-based information systems allow customers to access product information and complete transactions anytime and anywhere.
Similarly.
Turban et al.
emphasize that e-commerce implementation enhances customer satisfaction and expands market reach.
To achieve these objectives, this research employs the Business Model Canvas (BMC) to design an integrated business model, utilizes a Content Management System (CMS) for website development, and implements Search Engine Optimization (SEO) techniques to ensure that the website appears on the first page of search engine results and is easily found by potential customers.
Previous research .
develops a fashion product sales website to expand marketing and increase transaction speed The e-commerce website provides complete product information and helps managers manage sales data effectively.
Another study .
states that e-commerce systems assist online promotion for small and medium enterprises and make it easier for customers to get real-time product information.
Research .
mentions that a web-based sales system improves report-making efficiency, speeds up transaction processes, and securely stores data in an integrated database.
p-ISSN 2301-7988, e-ISSN 2581-0588 DOI : 10.
32736/sisfokom.
Copyright A2026 Submitted : November 4, 2025.
Revised : November 24, 2025.
Accepted : November 26, 2025.
Published : December 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 15.
Nomor 01.
PP 144-150 This allows business owners to focus on promotion strategies and product development.
Another study .
shows that e-commerce helps customers find product information, make purchases without visiting stores, and enjoy a better shopping experience with more product choices and flexible payment Meanwhile, research .
explains that a web-based system helps business owners sell products quickly and efficiently.
also increases customer satisfaction through easy transactions and order tracking.
Research .
builds a web-based e-commerce system using the waterfall method as an integrated transaction tool, and the results show that the application helps customers make transactions anytime and According to .
, one of the online transaction platforms between sellers and buyers is e-commerce, which represents the real use of information technology in trade.
According to .
, a Content Management System (CMS) stores and manages various types of content such as text, images, and videos efficiently and is designed to meet modern information system needs.
Stern .
states that WordPress is one of the most popular open-source CMS platforms, easy to use, and can be developed with plugins such as WooCommerce that support professional online store functions.
The result of this study is a CMS-based e-commerce website that expands marketing reach and increases product sales for Charming Charlotte.
The website also integrates all transaction data into a secure and easily accessible system.
This research aims to build an e-commerce website that increases sales, strengthens digital marketing strategies, and produces informative sales reports.
With the implementation of an e-commerce website and SEO techniques, customers can easily find the Charming Charlotte website, obtain the latest product information, and make transactions quickly and efficiently, contributing to sales growth and business II.
METHOD
AU Research Stages The research stages contain theoretical results from data collection used to solve problems in the sales activities of Charming Charlotte accessories.
Based on the collected data, a business plan is created to solve the main problems, which are the limited marketing media and the absence of an integrated online sales system.
The first step of the research starts with problem analysis and the determination of research objectives, followed by data collection through interviews, observations, and literature studies.
After the data are obtained, business analysis and system design are carried out using the Business Model Canvas (BMC) method and system modeling based on Unified Modeling Language (UML).
The result of this study is a CMS-based e-commerce website that helps Charming Charlotte expand marketing reach and increase online sales.
The website then applies Search Engine Optimization (SEO) techniques to improve its visibility on Google search engines.
Fig.
Diagram Methode AU Data Collection Method The data collection method is one of the important steps in this research.
The collected data serve as the basis for analyzing and designing an e-commerce system that fits the needs of the Charming Charlotte business.
Data collection is carried out systematically and purposefully so that the research results align with the intended objectives.
According to Sugiyono .
, the data collection method is a way or technique used by researchers to obtain data relevant to the research goals.
Based on this, the data collection methods used in this study are as follows:
AU Interview: conducted to obtain detailed information regarding ongoing sales activities, marketing challenges, and expectations related to the e-commerce system being The interview was carried out through a face-to-face meeting with the owner of Charming Charlotte, where the researcher directly asked questions to gain an in-depth understanding of the business processes.
The results of this interview serve as primary data for designing the e-commerce system and form the basis for constructing the Business Model Canvas (BMC) to ensure that the proposed solution aligns with the actual needs of the business.
AU Observation: the researcher directly observes operational activities and transactions taking place at Charming Charlotte.
This observation aims to understand the p-ISSN 2301-7988, e-ISSN 2581-0588 DOI : 10.
32736/sisfokom.
Copyright A2026 Submitted : November 4, 2025.
Revised : November 24, 2025.
Accepted : November 26, 2025.
Published : December 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 15.
Nomor 01.
PP 144-150 business workflow, promotional media used, and customer interactions through social media and online AU Documentation Analysis: conducted by collecting sales data, customer order records, and transaction documents that support business processes.
This data is then analyzed to identify sales patterns and information needs that must be available on the e-commerce website.
AU Literature Study: conducted by collecting references from various credible sources, including scientific journals, academic books, and authoritative publications related to e-commerce, digital marketing.
Content Management Systems (CMS), the Business Model Canvas (BMC), and system modeling using Unified Modeling Language (UML).
This literature review incorporates theoretical foundations from Turban et al.
on e-commerce.
Hutahaean .
on information systems and CMS concepts.
Osterwalder and Pigneur .
on BMC frameworks, and Booch et al.
on UML modeling principles, as well as SEO theory from Stern .
The literature study serves as both a theoretical basis and a comparative reference to support the analysis and development of the proposed e-commerce system.
AU Business Design Stage After obtaining data from interviews, observations, documentation, and literature studies, the next step is to design the business model using the Business Model Canvas (BMC) This method is used to analyze the strengths, weaknesses, opportunities, and threats of the Charming Charlotte business and to map its development strategy.
According to Alexander Osterwalder .
, the Business Model Canvas is a tool that helps organizations describe, design, and develop their business models comprehensively.
The BMC consists of nine main components representing business elements: Key Activities.
Key Resources.
Key Partners.
Value Proposition.
Cost Structure.
Channels.
Revenue Streams.
Customer Segments, and Customer Relationships.
By applying BMC.
Charming Charlotte identifies the factors that influence the success of its digital business, including resource management, marketing strategies, and customer relationship management.
All nine BMC blocks are applied in this research to design a CMS-based e-commerce strategy that fits the companyAos needs.
AU System Design Stage The next stage is system design, which is the process of producing a new system model proposed to support the sales and marketing activities of Charming Charlotte products.
The proposed new system is based on a Content Management System (CMS) integrated with the WooCommerce plugin to support e-commerce activities.
System design uses the Unified Modeling Language (UML) to visually describe and simplify the business According to Booch.
Rumbaugh, and Jacobson .
UML is a standard modeling language used to visualize, specify, construct, and document software systems The stages in the system design include:
AU Activity Diagram: illustrates the workflow of business processes starting from customers selecting products, adding them to the shopping cart, making payments, and the system generating transaction reports.
This diagram helps visualize the sequence of activities on the Charming Charlotte website.
AU Use Case Diagram: explains the interaction between users and the system, both from the customer and admin sides.
This diagram shows how users log in, view products, place orders, make payments, and how admins manage stock and sales reports.
AU Class Diagram: describes the data structure and relationships between classes in the database, such as User.
Product.
Order, and Transaction classes.
This diagram ensures that all processed data are stored properly and connected logically within the system.
RESULT AND DISCUSSION
AU Business Model Canvas (BMC) In developing and building the e-commerce system, the researcher uses the Business Model Canvas (BMC) method to analyze the business model that fits the needs of Charming Charlotte.
The BMC analysis results in this study are as AU Value Proposition Charming Charlotte offers a range of high-quality womenAos accessories designed with an elegant and modern aesthetic, yet still affordable for everyday buyers.
The brand provides a seamless online shopping experience through its WordPress and WooCommerce-based website, where customers can easily access complete product information, follow a clear checkout process, and receive automated notifications for every transaction stage.
For the business owner, the platform also simplifies operational management by providing integrated reports that help track sales In addition, the implementation of SEO strategies increases the brandAos visibility, making it easier for potential customers to discover Charming Charlotte through search engines.
AU Customer Segments The business primarily serves women aged 18 to 35 who actively engage with social media and follow fashion trends.
These customers usually seek stylish yet affordable accessories and prefer the convenience of online shopping.
Charming Charlotte appeals to buyers who value simple, quick, and hassle-free digital purchasing experiences, especially those who enjoy browsing curated fashion items available through mobile devices and social platforms.
AU Customer Relationships Charming Charlotte builds strong customer relationships by offering fast and responsive support through live chat and WhatsApp Business.
Customers receive automated email notifications throughout their purchase journey, including order confirmations, payment updates, and delivery To enhance loyalty, the business also provides promotional programs such as discounts and special offers.
p-ISSN 2301-7988, e-ISSN 2581-0588 DOI : 10.
32736/sisfokom.
Copyright A2026 Submitted : November 4, 2025.
Revised : November 24, 2025.
Accepted : November 26, 2025.
Published : December 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 15.
Nomor 01.
PP 144-150 The customer service team actively assists buyers with inquiries related to product availability, order status, and shipping details to maintain satisfaction and trust.
AU Channels The brand relies on its official e-commerce website as the main platform for transactions.
Instagram serves as the primary promotional channel, showcasing products and engaging followers through visual content.
To extend reach, the business may also use marketplaces as an additional sales WhatsApp Business supports quick communication and direct selling activities.
Meanwhile, organic SEO efforts help attract visitors from Google Search, contributing to consistent traffic growth and customer acquisition.
AU Key Activities Daily operations include managing product inventory, updating the online catalog, and ensuring smooth processing of orders, payments, and shipments.
Digital marketing activitiesAisuch as maintaining the website, optimizing SEO, and creating engaging social media contentAialso play a significant role in reaching potential customers.
The business focuses on designing and producing attractive womenAos accessories while using system-generated reports to monitor overall sales performance and guide future strategies.
AU Key Resources The core resources that support Charming Charlotte include its WordPress and WooCommerce-based e-commerce website, complete with essential plugins such as Yoast SEO, payment gateways, and shipping tools.
High-quality product photos and descriptions strengthen the brandAos online The business is supported by a digital marketing or social media management team, along with adequate stock and raw materials for accessory production.
well-maintained customer and transaction database also serves as a valuable asset for marketing and operational planning.
AU Key Partners Charming Charlotte works closely with suppliers who provide materials for producing accessories.
The business also depends on logistics partners for reliable shipping services.
Website performance is supported by domain and hosting providers, while WordPress and WooCommerce function as the core technological platform.
Additional partners include payment gateway providers that facilitate secure transactions and SEO tools like Google Search Console that help optimize website performance and online visibility.
AU Revenue Streams The main source of revenue comes from online sales of womenAos accessories through the website.
Additional income may be generated from special sets or custom packaging options offered to customers.
The brand also benefits from upselling and cross-selling opportunities within the catalog, encouraging customers to purchase more complementary Seasonal bundles or paid promotional packages may also contribute to revenue when implemented.
AU Cost Structure The business incurs several operational expenses, starting with the cost of domain and hosting services for the website.
Production costs involve purchasing raw materials and manufacturing accessories.
Digital marketing activitiesAisuch as running Instagram Ads require regular funding.
Website maintenance and development also add to the ongoing Other costs include shipping fees for delivering products to customers, as well as additional operational needs like packaging materials, production tools, and premium plugin subscriptions when necessary.
Fig.
Business Model Canvas AU Marketing Strategy The marketing strategy applied on the Charming Charlotte e-commerce website focuses on the use of social media, marketplaces, and the main website as integrated promotional Social media attract new customers, while transactions are directed to the main website so that customer and sales data are automatically recorded in the system.
The marketing strategies applied are:
AU Scheduling product uploads at peak active user times .
oon or evenin.
AU Using promotional hashtags such as #aksesoriswanita and #fashioncharmingcharlotte AU Adding backlinks to every social media post that directs users to the main Charming Charlotte website to strengthen SEO and transaction conversions.
AU Proposed Business Process The proposed business system makes it easier for customers to purchase products online.
The product ordering process on the website is as follows:
AU Product Ordering Process Customers access the Charming Charlotte website, select products from the Shop menu, and click the Add to Cart The system displays a Cart Page containing order Afterward, customers click Proceed to Checkout and fill in the shipping information.
The system calculates the total price including the shipping cost and displays the payment p-ISSN 2301-7988, e-ISSN 2581-0588 DOI : 10.
32736/sisfokom.
Copyright A2026 Submitted : November 4, 2025.
Revised : November 24, 2025.
Accepted : November 26, 2025.
Published : December 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 15.
Nomor 01.
PP 144-150 AU Payment Process by Customers Customers select a payment method through the Payment Gateway provided by WooCommerce.
The system confirms the payment and sends an email notification.
Transaction data are automatically stored in the database and can be accessed by the admin on the backend page.
Fig.
Use Case Diagram AU Class Diagram The class diagram describes the data structure and relationships between entities in the system.
The main classes in the Charming Charlotte website consist of User.
Product.
Cart.
Order, and Transaction.
The User class connects directly to Order and Transaction, while the Product class relates to Cart and Order to store customer purchase data.
Fig.
Activity Diagram AU Use Case Diagram The Charming Charlotte e-commerce website consists of two main actors: admin and customer.
The admin has access rights to add products, manage orders, and generate sales Meanwhile, the customer acts as a user who orders products, views catalogs, and completes purchase transactions.
Fig.
Class Diagram AU E-Commerce Website Interface The Charming Charlotte e-commerce website has two main interfaces: the frontend .
or customer.
and the backend .
or admi.
AU Front-End Interface The homepage displays the product catalog and main navigation menus such as Home.
Shop.
About Us, and Contact, along with the Add to Cart button.
The design uses soft colors and a responsive layout to p-ISSN 2301-7988, e-ISSN 2581-0588 DOI : 10.
32736/sisfokom.
Copyright A2026 Submitted : November 4, 2025.
Revised : November 24, 2025.
Accepted : November 26, 2025.
Published : December 15, 2025 Jurnal SISFOKOM (Sistem Informasi dan Kompute.
Volume 15.
Nomor 01.
PP 144-150 attract customersAo attention.
The Add to Cart page shows the selected products, total prices, and a Checkout button to continue the transaction.
Fig.
Main Page Display (Front En.
AU Back-End Interface Fig.
Backend Display of Sold Product Report IV.
The backend sales report page displays completed transactions, including customer names and purchase The product sales report summarizes total sales for each item over a certain period, and the best-selling products report lists items with the highest sales to help owners plan stock and promotion Fig.
This indicates that SEO implementation successfully increases website visibility and traffic significantly.
Backend Display of Sold Product Report AU Search Engine Optimization (SEO) CONCLUSION The development and implementation of a CMS-based e-commerce website for Charming Charlotte successfully address the business challenges related to limited marketing channels, the absence of an integrated online sales system, and inefficient manual transaction processing.
Through the application of the Business Model Canvas (BMC).
Unified Modeling Language (UML), and Search Engine Optimization (SEO).
This research proves that the proposed e-commerce system is effective in expanding marketing reach, improving transaction management, and providing structured sales The integration of WordPress.
WooCommerce, and SEO techniques enhances website visibility, increases accessibility for potential customers, and strengthens the overall digital marketing strategy.
The system also enables automated data processing, supports faster and more accurate decision-making, and improves customer experience through a responsive and user-friendly interface.
Overall, the implementation of this e-commerce solution contributes to increased sales performance and strengthens the business competitiveness of Charming Charlotte in the digital market
REFERENCES