ANALISIS KOMPARATIF FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMILIHAN MARKETPLACE ANTARA SHOPEE DAN TIKTOK SHOP

Abstract

This study aims to determine whether there are differences in the factors influencing marketplace selection decisions between Shopee and TikTok Shop in terms of perceived ease of use, price, and marketplace type. This study employs a comparative research design. The data examined in this study are quantitative data in the form of respondents’ response scores, obtained directly from primary sources through questionnaires. The population of this study consists of all students of the Faculty of Economics and Management at Samawa University who have made purchases through the Shopee and TikTok Shop marketplaces, the exact number of whom is unknown. The sample size was determined using the Lemeshow formula, resulting in a total of 50 respondents. The samples were selected using an accidental sampling technique. Data were analyzed using an independent two-sample mean difference test. The results showed that there are no significant differences in perceived ease of use, price, and marketplace type in relation to marketplace selection decisions between Shopee and TikTok Shop among students of the Faculty of Economics and Management at Samawa University. This conclusion is based on the significance values of 0.603 for perceived ease of use, 0.809 for price, and 0.557 for marketplace type, all of which are greater than the required significance level of 0.05 (sig.>0.05). Therefore, it can be concluded that students of the Faculty of Economics and Management at Samawa University have similar perceptions when selecting between Shopee and TikTok Shop in terms of ease of use, price, and marketplace type.