PERAN LINKTREE DALAM MENDUKUNG E-COMMERCE KOPERASI MAHASISWA: STUDI KASUS DI UIN GUSDUR PEKALONGAN

Abstract

Student Cooperatives are organizational entities designed to accommodate the entrepreneurial spirit of students and support the economic independence of their members through the management of various business units. Along with the development of digital technology, student cooperatives are faced with the demands to transform in order to remain relevant and be able to reach consumers widely. One of the digital approaches used in supporting the cooperative's E-Commerce strategy is the use of the Linktree platform. This study aims to evaluate the role of Linktree as a digital connecting media in supporting the E-Commerce activities of the UIN KH. Abdurrahman Wahid Pekalongan Student Cooperative. The method used is a qualitative approach with a case study design. Data were collected through in-depth interviews, digital media observations, and documentation. The results of the study show that Linktree facilitates the integration of various digital promotion channels such as Instagram, WhatsApp, online catalogs, and order forms. Although there are limited features in the free version, Linktree is still effective in increasing digital visibility and efficiency of information access by consumers.

Keywords: Linktree, E-Commerce, student cooperative, Digital Marketing.