PENGARUH E-COMMERCE TERHADAP KEBERLANGSUNGAN PERDAGANGAN UMKMINDONESIA (Studi Kasus Platform Shopee dan Pasar Tanah Abang)

Abstrak

Technological developments bring many changes in various fields, one of which is in the economic field. Marketing that was originally carried out conventionally has switched to using a digital platform by utilizing various e-commerce including the Shopee marketplace which has been ranked first by many consumers in 2024. The purpose of this study was to determine the effect of Gamification, Augmented Reality, and InfluencerMarketing on Purchasing Decisions in the Shopee application. The population used is ranging from adolescents 17 years to over 25 years who have used the Shopee application and live in Pekalongan. The number of research samples obtained was 39 people. The type of data used in this study is primary data which is done by filling out a questionnaire by respondents online and distributed via a google form link. This study uses quantitative methods and produces findings Gamification has a positive and significant effect on purchasing decisions in the Shopee application, Augmented Reality has a positive and significant effect on purchasing decisions in the Shopee application, Influencer Marketing has no effect on Purchasing Decisions in the Shopee application.