Analisis Pengaruh E-Commerce Tokopedia dan Shopee Terhadap Perilaku Konsumtif Pada Remaja di Kota Surabaya
Keywords:
E-Commerce, Shopee, Tokopedia, Consumptive Behavior, Adolescents, SurabayaAbstract
This study aims to analyze the influence of the use of Tokopedia and Shopee E-Commerce platforms on consumptive behavior among adolescents in Surabaya. The rise of digital consumption among youth is driven by technological advancement, increased internet accessibility, and digital marketing strategies such as promotions, free shipping vouchers, and flash sales. This research employs a qualitative descriptive approach, using data collection techniques including in-depth interviews, observations, and documentation involving 20 informants aged 17–24 who actively use Shopee and Tokopedia. The findings reveal that the majority of adolescents are significantly influenced by promotional features offered by both platforms, particularly free shipping vouchers, cashback, and flash sales, which trigger impulsive buying behavior. These tendencies are further reinforced by internal motivations, lifestyle, personality traits, and social pressure from peers and digital media. The study concludes that E-Commerce has a tangible impact on shaping youth consumption patterns, shifting them more toward desire-driven rather than need-based purchasing. Hence, digital literacy and responsible consumer behavior education are essential among adolescents.References
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