<![CDATA[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.]]>
Copyrights © 2026
