Analisis Perbandingan Marketplace Shopee Dan Tokopedia Terhadap Minat Beli Konsumen Digital
Keywords:
Marketplace, Shopee, Tokopedia, Purchase Interest, E-commerce.Abstract
The development of e-commerce in Indonesia has led to significant changes in consumer shopping behavior. Marketplaces have become the preferred choice due to their convenience, efficiency, and product variety. Shopee and Tokopedia are two of the largest marketplaces that dominate the Indonesian market. This study aims to compare Shopee and Tokopedia in terms of consumer digital purchase interest. The research method uses a descriptive qualitative approach with data collection techniques through observation, questionnaires, and literature review. The results show that Shopee excels in promotional strategies and pricing, while Tokopedia is superior in terms of trust and transaction comfort. These strategic differences influence consumer preferences in choosing a marketplace. The study concludes that both marketplaces play an important role in shaping consumer behavior in Indonesia.
Keywords: Marketplace, Shopee, Tokopedia, Purchase Interest, E-commerce.
Abstrak
Perkembangan e-commerce di Indonesia mendorong perubahan signifikan pada perilaku belanja masyarakat. Marketplace menjadi pilihan utama karena menawarkan kemudahan, efisiensi, dan variasi produk. Shopee dan Tokopedia merupakan dua marketplace terbesar yang mendominasi pasar Indonesia. Penelitian ini bertujuan untuk menganalisis perbandingan Shopee dan Tokopedia terhadap minat beli konsumen digital. Metode penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui observasi, kuesioner, dan studi literatur. Hasil penelitian menunjukkan bahwa Shopee lebih unggul dalam strategi promosi dan harga, sedangkan Tokopedia lebih unggul dalam aspek kepercayaan dan kenyamanan transaksi. Perbedaan strategi tersebut memengaruhi preferensi konsumen dalam menentukan pilihan marketplace. Penelitian ini menyimpulkan bahwa kedua marketplace memiliki peran penting dalam membentuk perilaku konsumen digital di Indonesia.
Kata kunci: Marketplace, Shopee, Tokopedia, Minat Beli, E-commerce.
Downloads
References
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Tjiptono, F. (2015). Strategi pemasaran. Andi.
Turban, E., King, D., Lee, J., Liang, T. P., & Turban, D. (2018). Electronic commerce: A managerial and social networks perspective. Springer.
Laudon, K. C., & Traver, C. G. (2020). E-commerce: Business, technology, society. Pearson.
Suryani, T. (2013). Perilaku konsumen di era internet. Graha Ilmu.
Schiffman, L., & Kanuk, L. (2014). Consumer behavior. Pearson.
Kotler, P. (2017). Marketing 4.0. Wiley.
Pradana, M. (2015). Klasifikasi bisnis e-commerce di Indonesia. Jurnal Neo-bis, 9(2), 32–40.
Hidayat, A. (2018). Pengaruh kualitas layanan terhadap minat beli online. Jurnal Manajemen, 12(1), 45–56.
Rahman, A., & Santoso, B. (2019). Analisis perilaku konsumen digital. Jurnal Ekonomi Digital, 4(1), 20–31.
Ajzen, I. (2011). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Armstrong, G., & Kotler, P. (2018). Principles of marketing. Pearson.
Chaffey, D. (2019). Digital marketing. Pearson.
Haryanto, T. (2020). Analisis minat beli konsumen online. Jurnal Manajemen Pemasaran, 14(1), 15–27.
Irawan, H. (2017). Customer satisfaction. Elex Media.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0. Wiley.
Pratama, A., & Widodo, T. (2021). Perilaku konsumen digital di Indonesia. Jurnal Ekonomi Modern, 6(2), 88–102.
Rahmawati, S. (2020). Pengaruh promosi terhadap minat beli online. Jurnal Bisnis Digital, 5(1), 44–58.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sutisna. (2018). Perilaku konsumen dan komunikasi pemasaran. Remaja Rosdakarya.
Utami, C. W. (2017). Manajemen ritel. Salemba Empat.
Yuliana, R. (2022). Analisis kepercayaan konsumen e-commerce. Jurnal Sistem Informasi, 9(1), 60–72.
Downloads
-
PDF FULL TEXT
Abstract Dilihat : 645 Kali , Download: 209 Kali
Published
Issue
Section
License
Copyright (c) 2026 Dewi Susanti (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
