Peran Manajemen Efektivitas E-commerce Shopee Di Masa Pandemi Covid-19

Abstract

Abstrak: The Covid-19 pandemic has led to an increase in the use of e-commerce platforms. Along with the effectiveness of the Shopee e-commerce platform and the economic benefits it provides, customers have shifted to shopping through Shopee during the Covid-19 pandemic. This study aims to empirically examine the role of Shopee e-commerce management effectiveness during the pandemic. The researcher used an explanatory research method to explain the influence between the dependent and independent variables in the hypothesis. Sampling was done using purposive sampling technique, resulting in 200 respondents. Each proposed hypothesis in this study was tested using descriptive statistical analysis, classical assumption tests, path analysis, and hypothesis testing through the SPSS statistical analysis application. The research results show that the effectiveness of the e-commerce platform has an influence on economic benefits, economic benefits have an influence on sustainable consumption, and the effectiveness of the e-commerce platform has an influence on sustainable consumption mediated by economic benefits. From these tests, it can be concluded that the shopping interest of the community, both before and after the pandemic, is influenced by the effectiveness of the e-commerce platform, characterized by repeated purchasing behavior of the community after considering the economic benefits and credibility provided by the Shopee e-commerce platform.   Keywords: e-commerce, the effectiveness of e-commerce platform, benefit economic, sustainable consumtion. Abstrak: Pandemi Covid-19 menyebabkan adanya peningkatan terhadap penggunaan platform e-commerce Shopee. Dilengkapi dengan keefektifan platform e-commerce dan manfaat ekonomi yang diberikan dari platform e-commerce Shopee yang dirasakan pelanggan membuat pelanggan menjadi beralih berbelanja melalui e-commerce Shopee di masa pandemi Covid-19. Penelitian ini bertujuan untuk menguji secara empiris peran manajemen efektivitas e-commerce Shopee di saat masa pandemi. Peneliti menggunakan metode penelitian explanatory untuk menjelaskan hubungan dan pengaruh antara variabel dependen dan variabel independen yang ada di dalam hipotesis. Pengambilan sampel menggunakan teknik purposive sampling sehingga diperoleh 200 responden. Pengujian setiap hipotesis yang diusulkan dalam penelitian ini menggunakan teknik analisa statistik deskriptif, uji asumsi klasik, analisis jalur, dan pengujian hipotesis melalui aplikasi analisis statistik SPSS. Hasil penelitian menunjukkan bahwa keefektifan platform e-commerce berpengaruh terhadap manfaat ekonomi, manfaat ekonomi berpengaruh terhadap konsumsi berkelanjutan, keefektifan platform e-commerce berpengaruh terhadap konsumsi berkelanjutan yang dimediasi oleh manfaat ekonomi saat pandemi COVID-19. Dari pengujian tersebut, diperoleh kesimpulan bahwa minat belanja masyarakat baik sebelum ataupun setelah pandemi dipengaruhi oleh keefektifan platform e-commerce yang ditandai dengan tindakan pembelian berulang masyarakat setelah mempertimbangkan manfaat ekonomi dan kredibilitas yang diberikan oleh platform e-commerce Shopee.   Kata Kunci: e-commerce, efektivitas platform e-commerce, manfaat ekonomi, konsumsi berkelanjutan