ANALYSIS OF CONSUMER BEHAVIOR IN USING LOCAL MARKETPLACES: A COMPARATIVE STUDY OF SHOPEE AND TOKOPEDIA USERS IN INDONESIA

Abstract

The rapid development of digital technology has fundamentally transformed consumer behavior in conducting economic activities, particularly in the e-commerce sector. In Indonesia, Shopee and Tokopedia dominate the local marketplace by employing different strategies and approaches to attract and retain consumers. This study aims to analyze in depth the factors influencing consumer behavior in using both platforms, focusing on aspects such as trust, data security, ease of use, price, promotions, service quality, and shopping experience.The research method applies a descriptive qualitative approach through in-depth interviews with active users of Shopee and Tokopedia from diverse demographic backgrounds in Indonesia. The results indicate that trust in transaction security and seller reputation are dominant factors in determining consumer preferences. Shopee is perceived as superior in terms of promotions, application interactivity, and loyalty programs, while Tokopedia stands out in seller reliability, product variety, and transparency in data protection.Additionally, perceptions of ease of navigation, quality of customer service, and social influence from digital communities significantly contribute to purchase frequency and user loyalty. These findings provide strategic implications for local marketplace developers to strengthen digital ecosystems that prioritize user experience, data security, and emotional value in building long-term relationships with consumers