Analisis Hubungan Persepsi Konsumen Shopee terhadap Minat Beli di Wilayah Bogor

Abstract

Perkembangan teknologi mendorong masyarakat beralih ke belanja daring, dengan Kota Bogor mencatat pertumbuhan pengguna e-commerce tertinggi. Hal ini menunjukkan Bogor sebagai pasar potensial bagi penyedia e-commerce. Shopee sebagai platform terdepan di Indonesia, mencatat pertumbuhan GMV signifikan dari 2020-2023. Hal itu mencerminkan pandangan positif konsumen. Penelitian ini bertujuan menganalisis positioning Shopee dan hubungan persepsi konsumen terhadap minat beli di Bogor. Data dikumpulkan melalui survei daring kepada pengguna Shopee dan dianalisis menggunakan metode SEM-PLS untuk menguji hubungan antara dimensi perceived Value dan Technology Acceptance Model (TAM) terhadap minat beli Shopee. Hasil menunjukkan nilai fungsional, emosional, sosial, kondisional, serta perceived usefulness berpengaruh signifikan terhadap minat beli, sedangkan nilai epistemik dan perceived ease of use tidak berpengaruh. Temuan ini menghasilkan rekomendasi mencakup peningkatan kualitas layanan, evaluasi fitur, kampanye pemasaran, penawaran khusus, dan kolaborasi.

Technological advancements have driven consumers towards online shopping, with Bogor City showing the highest e-commerce user growth. This highlights Bogor as a high-potential market for e-commerce providers. Shopee, Indonesia’s leading platform, recorded significant GMV growth from 2020-2023, reflecting positive consumer perceptions. This study aims to analyze Shopee’s positioning and the relationship between consumer perceptions and purchase intention in Bogor. Data were collected via an online survey of Shopee users and analyzed using SEM-PLS. Results show that functional, emotional, social, conditional values, and perceived usefulness significantly influence purchase intention, while epistemic value and perceived ease of use do not. Recommendations include imprement of service quality, evaluation of features, marketing campaigns, special offers, and collaborations.