PERBANDINGAN PERILAKU BELANJA ONLINE MELALUI SHOPEE DAN TOKOPEDIA DI MASA PANDEMI COVID-19

Pandemic covid-19 make many countries to lock down, including Indonesia. This is reason to close some stores and shopping centers. Thus , the community must do online shopping to meet their daily needs. The purpose of this research to determine the differences in ecommerce purchasing decisions for Shopee and Tokopedia based on trust, ease, and sales promotion. The research population is consumers who have purchased from e-commerce Shopee or Tokopedia. Consumers who made purchases at Shopee and Tokopedia e-commerce have been conducted during the Covid-19 pandemic. The research use 200 sample, each of 100 Shopee consumers and 100 Tokopedia consumers. The analysis used in this research was multiple discriminant analysis. The results of this research show that there are differences in the e-commerce purchasing decisions of Shopee and Tokopedia. Trust can be a factor that differentiates Shopee and Tokopedias e-commerce purchasing decisions. In addition, the research also shows could not differences ease and sales promotions that has been performed by Shopee and Tokopedia. The result of this research contributed to the development of consumer behavior theory in the resolution of the purchasing decision and several factors that influence it in terms of trust, ease and sales promotions. Shopee have to increase trust about products offered to consumers , so that consumers feel safety and secure when shopping at e-commerce shopee

1.  UEU-Article-18894-5_0683.pdf - 938 KB

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