<![CDATA[This research aims to find out the effectiveness of food business development through digital media Ecommerce Shopee and To find out the factors that determine the effectiveness of developing a food business through digital media Ecommerce Shopee. This research uses a qualitative approach. Data collection was carried out using observation, interviews and documentation techniques. The data analysis technique used is interactive model analysis. The results of this research show that the effectiveness of food business development through digital media Ecommerce(Study at Shopee Makassar Branch Office) seen from 3 dimensions of measuring effectiveness, namely: 1) source approach (resource approach) shows that it has been implemented well, this is indicated by the existence of a good digital cooperative relationship between the restaurant and Shopee and other parties to market their products using the Shopee application. 2) Process approach (process approach) shows that the process approach has not been implemented optimally because it still often experiences system problems, but Shopee has tried to fix the existing problems. 3) Target approach (goals approach) shows that the target approach has been implemented well, this can be seen from the level of success of Shopee in achieving its targets with effective measures. There are factors that determine the effectiveness of food business development through the media Ecommerce Shopee, namely: 1) Discounts also determine the effectiveness of food business development through media Ecommerce Shopee because it will attract the interest of buyers or customers. 2) Vouchers also determine the effectiveness of food business development through the media Ecommerce shopee because it will attract the interest of buyers or customers.]]>
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