Transformation of Consumer Buying Interest After The Pandemic COVID-19 in Shopee E-Commerce
Abstract
Digital marketing has become one of the most effective strategies for influencing consumer purchasing decisions in the digital age. The development of technology and the internet has significantly changed how companies communicate with consumers, allowing them to reach a wider audience through various digital platforms such as social media, websites, and e-commerce. In addition to increasing brand awareness, digital marketing can influence consumer preferences and behavior through a more personalized approach and customized experience. This study aims to analyze the effect of price, social media usage, and location on consumer buying interest on the Shopee platform. The research method used is quantitative, with primary data collection through electronic questionnaires distributed to 100 respondents. The collected data is processed using SmartPLS software with multiple linear regression analysis. The analysis results show that the price variable positively and significantly affects consumer buying interest, with a coefficient of 0.503, a t-statistic of 6.234, and a P value of 0.000. Meanwhile, the social media usage variable shows a positive but insignificant effect, with a coefficient of 0.138, a t-statistic of 1.404, and a P value of 0.164. On the other hand, the location variable has a positive and significant influence on consumer purchase intention, with a coefficient of 0.316, a t-statistic of 3.634, and a P-value of 0.000. This study concludes that price and location play a more significant role in influencing consumer purchasing decisions in post-pandemic e-commerce. The findings provide important implications for marketing strategy development and business adaptation, especially by emphasizing the importance of competitive pricing and delivery convenience as the main factors driving consumer purchase intention.
References
Arif Mufti, M., Sari, N., Zulhilmi, M., Ar-Raniry, N., Banda Aceh, K., Aceh, P., Fakultas Ekonomi dan Bisnis Islam, D., & Islam Negeri Ar-Raniry, U. (2024). Jurnal Ekonomi Manajemen dan Sekretari Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Online Pada E-Commerce Shopee Pasca Pandemi Covid-19: Studi Empiris di Kota Banda Aceh. https://doi.org/10.35870/jemensri.v9i2.3011
Asrol, S., Lidyah, R., Hartini, T., & Muhammadinah, M. (2022). Peran Percepatan Transformasi Digital untuk Keberlanjutan Bisnis dan Pemulihan Ekonomi Pelaku UMKM di Kota Palembang Pascapandemi. Jurnal Intelektualita: Keislaman, Sosial Dan Sains, 11(2), 242–246. https://doi.org/10.19109/intelektualita.v11i2.14685
Bagus, W., Fatkhurrokhman, T., Teguh, W. C., & Aprianto, A. (2023). Digital Marketing: Transformasi Pemasaran Tradisional Pada Era Pasca Pandemi Pada Sektor UMKM.
Barung, L., Nahak, R., & Clau, V. putri. (2024). Pengaruh Lokasi Usaha Terhadap Minat Beli Konsumen. Syntax Literate ; Jurnal Ilmiah Indonesia, 7(9), 15814–15821. https://doi.org/10.36418/syntax-literate.v7i9.14805
Berliandaldo, M., Wijaya, A., & Fasa, H. (2020). DIGITAL TRANSFORMATION AND BUSINESS DEVELOPMENT STRATEGY OF ADAPTIVE AND SUSTAINABLE MSME POST COVID-19 PANDEMY. In Jurnal Analis Kebijakan | (Vol. 4, Issue 2).
Cordelia, M. L., Yasmine, N., Saputra, A., Nopiana, M., Fakultas Ekonomi, , Karawang, S., Bisinis, A., & Bandung, P. N. (2022). YUME : Journal of Management Analisis Perubahan Perilaku Konsumen e-Commerce Shopee Pada Masa Pandemi Covid-19 (Studi pada Konsumen e-Commerce Shopee di Kota Karawang). YUME : Journal of Management, 5(1), 520–530. https://doi.org/10.2568/yum.v5i1.1602
Elviera, C. D. (2022). UNIVERSITAS DHARMAWANGSA TRANSFORMASI PERILAKU KONSUMEN DI MASA PRA DAN PASCA PANDEMI COVID 19 (STUDI KASUS PEMBELIAN PRODUK SHOPEE). Jurnal Bisnis Net, 2, 2621–3982.
Emas, J., Manajemen, E., Kewirausahaan, A., Daya, P., Perusahaan, S., Listiani, T., & Wulandari, A. (2022). ISSN XXXX-XXXX Pengaruh Keamanan Bertransaksi, Kemudahan Transaksi dan Citra Merek Terhadap Minat Beli Konsumen pada E-Commerce Tokopedia (The Effect of Transaction Security, Ease of Transactions and Brand Image on Consumer Purchase Interest in Tokopedia E-Commerce).
Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the covid-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263–2281. https://doi.org/10.3390/jtaer16060125
Herdioko, J., & Karisma, C. V. (2022). PENGARUH MEDIA SOSIAL, BRAND INFUENCER DAN KESADARAN MEREK TERHADAP MINAT BELI DI MARKETPLACE SHOPEE PADA SAAT PANDEMI COVID-19. Jurnal Riset Manajemen Dan Bisnis, 16(2), 97. https://doi.org/10.21460/jrmb.2021.162.395
Jamlean, S., Ronald, S., Saleky, J., Pattipeilohy, V. R., Administrasi, J., Politeknik, N., & Ambon, N. (2022). PENGARUH LOKASI USAHA TERHADAP MINAT PEMBELIAN KONSUMEN.
Jurnal, H., & Zaen, M. R. (2022). JURNAL ILMIAH MANAJEMEN DAN KEWIRAUSAHAAN. JIMAK, 1(2).
Kurniawan Putra, D., & Lusia, A. (2023). Seminar Nasional Pariwisata dan Kewirausahaan (SNPK).
Nugroho, R. S. (2021). Menelaah kembali perilaku belanja makanan online di era pandemi covid-19.
Prety, S., Ndruma, W., & Mahendra, I. (2022). ANALISA PENGGUNAAN E-COMMERCE SHOPEE PADA MASA PANDEMI COVID-19 MENGGUNAKAN MODEL UTAUT.
Qtaishat, N. M. (2021). The effect of covid-19 pandemic on consumer online purchasing behavior. WSEAS Transactions on Business and Economics, 18, 865–874. https://doi.org/10.37394/23207.2021.18.82
Setyawati, A., Tinggi, S., Ekonomi, I., & Malang, I. (2022). Akselerasi Transformasi Era Society 5.0 Akibat Perubahan Perilaku Konsumen Pasca Covid-19 Dan Dampaknya Terhadap Ekonomi Kreatif (studi pelaku UMKM Kota Malang).
Supartono. (2022). Pengaruh Harga, Kemudahan Bertransaksi, Dan Kepercayaan Terhadap Minat Beli Online Di E-Commerce Shopee Pada Masa Pandemi Covid 19 Supartono.
To, T. H., Nguyen, T. D., Tran, T. T., Tran-Ngoc, D. C., & Ly-Ngoc, T. K. (2024). Exploring the interplay between website quality and consumer purchase behavior in e-commerce after the COVID-19 pandemic: A study of Shopee Vietnam. International Journal of Advanced and Applied Sciences, 11(4), 9–21. https://doi.org/10.21833/ijaas.2024.04.002
Utami, F. Z., Suryadi, A., & Widiarti, A. (2021). PENGARUH PENGGUNAAN PROMOSI MEDIA SOSIAL DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PRODUK CAFE HAZEY.
Wijayanti, N., Salma, A., Malinda, F., Siregar, J. A., Program, M. A., Manajemen, S., Ekonomi, F., & Bisnis, D. (2024). Analisis Preferensi Mengenai Minat Beli Pelanggan E-Commerce. J. KREATIF, 12(1), 29–42.
Wong, K. X., Wang, Y., Wang, R., Wang, M., Oh, Z. J., Lok, Y. H., Khan, N., & Khan, F. (2023). Shopee: How Does E-commerce Platforms Affect Consumer Behavior during the COVID-19 Pandemic in Malaysia? International Journal of Accounting & Finance in Asia Pasific, 6(1). https://doi.org/10.32535/ijafap.v6i1.1934
Yang, Z., Li, X., & Wang, Q. (2024). Analysis of Online Consumer Purchasing Behavior Typology After the COVID-19 Pandemic. SAGE Open, 14(3). https://doi.org/10.1177/21582440241279684
Copyright (c) 2025 Naoera Aliya Azzahra, Elsa Mahardika, Erna Apriani, Indra Permana, Abdul Latif
This work is licensed under a Creative Commons Attribution 4.0 International License.
