Jurnal Indonesia Sosial Teknologi, Vol. 2, No. 6 Juni 2021 939 Jurnal Indonesia Sosial Teknologi: p–ISSN: 2723 - 6609 e-ISSN : 2745-5254 Vol. 2, No. 6 Juni 2021 KONSEP STRATEGI PEMASARAN MARKETPLACE SEBAGAI PENERAPAN MARKETING 4.0 Dwi Yuda Syaputra Prodi Manajemen, Universitas Pembangunan Pancabudi Medan, Indonesia Email: dwiyudasyaputra@dosen.pancabudi.ac.id Abstract The development of the digital world as in the marketing 4.0 era has found a way to make it easier for business actors to sell their products. One way is through online media or e-commerce. E-commerce acts as a complex sales medium consisting of online sales, purchases, payments and arrangements. One of them is contained in a system that has been made in such a way as in the marketplace. The purpose of this study was to determine the concept of a marketplace marketing strategy as an application of marketing 4.0. The research method uses qualitative research with data collection techniques using library research. This data collection technique is carried out by using books, literature of library materials either online or offline, then citing them as a theoretical basis in writing scientific articles. This study conducted a direct analysis of the Tokopedia.com marketplace through the website https://www.similarweb.com and through an analysis of the framework approach for the application of marketing 4.0 as a research indicator. Marketing strategies that are implemented in the Marketing 4.0 era are strategies that adapt to digital technology and current customer behavior. The existing networks on the internet are interconnected starting from the online shop marketplace itself, social media networks and the Google search engine, so as to optimize marketing starting from how to stimulate potential customers, make customers remember products and services, provide information and make customers become customers. loyal customers, business actors must have digital skills and knowledge as discussed in this study. Keywords: marketing Strategy; e-commerce; marketplace; SEO; and digital marketing. Abstrak Perkembangan dunia digital seperti pada era marketing 4.0 ini telah menemukan cara untuk mempermudah pelaku usaha dalam menjual produknya. Salah satu caranya yaitu dengan media online atau e-commerce. E-commerce berperan sebagai media penjualan yang kompleks terdiri dari aktivitas penjualan, pembelian, pembayaran dan pengaturan secara online. Hal tersebut salah satunya terdapat dalam suatu sistem yang telah dibuat sedemikian rupa seperti pada marketplace. Tujuan penelitian ini adalah untuk mengetahui konsep strategi pemasaran marketplace sebagai penerapan dari marketing 4.0. Metode penelitian menggunakan penelitian kualitatif dengan teknik pengumpulan data menggunakan studi kepustakaan, Teknik pengumpulan data ini dilakukan dengan cara menggunakan buku, literatur atau bahan pustaka baik secara online atau offline,