PEMANFAATAN PLATFORM E-COMMERCE MELALUI MARKETPLACE SHOPEE SEBAGAI UPAYA PENINGKATAN PENJUALAN DAN MEMPERTAHANKAN BISNIS DI MASA PANDEMI (STUDI PADA UMKM SEKTOR FASHION DI MALANG)

Tujuan penelitian ini adalah untuk mengetahui penerapan marketplace dalam upaya meningkatkan penjualan dan mempertahankan bisnis UMKM di masa pandemi. Tercatat, berdasarkan data dari Dinas Koperasi, Perindustrian, dan Perdagangan Kota Malang pada 2020 ada sebanyak 9.870 usaha mikro yang ada di Wilayah Kota Malang, Jawa Timur tergabung dalam marketplace Shopee. Hasil penelitian membuktikan bahwa dengan bergabung di Shopee, terjadi peningkatan penjualan di atas 50%, transaksi minimal per order Rp 50.000 - 100.000, frekuensi transaksi terjadi setiap hari. Selain itu UMKM akan tetap bertahan di marketplace Shopee jika bergabung di sana tidak memberi banyak benefit. Mereka akan melakukan evaluasi mengapa hal itu bisa terjadi. UMKM mudah dalam memantau usaha di aplikasi Shopee Seller karena fitur-fitur pendukungnya yang telah memadai dan mudah digunakan. Pengelola Shopee sangat memperhatikan semua merchant dalam mempertahankan bisnisnya, sehingga terjalin hubungan yang baik antara marketplace dengan merchant UMKM. Dengan berbagai alasan tersebut, membuat para UMKM Sektor Fashion di Malang yakin bahwa dengan bergabung di marketplace Shopee akan membantu mereka mempertahankan bisnis terutama di masa pandemi. Hasil penelitian ini didukung oleh penelitian Damayanti, Hidayat (2021).The purpose of this study is to determine the application of the marketplace in an effort to increase sales and maintain MSME businesses during the pandemic. It was recorded, based on data from the Malang City Cooperative, Industry and Trade Office, in 2020 there were 9,870 micro-enterprises in the Malang City Region, East Java incorporated in the Shopee marketplace. The results of the study prove that by joining Shopee, there is an increase in sales of more than 50%, the minimum transaction per order is IDR 50,000 - 100,000, the frequency of transactions occurs every day. In addition, MSMEs will continue to survive in the Shopee marketplace if joining there does not provide many benefits. They will evaluate why it happened. MSMEs are easy to monitor business in the Shopee Seller application because the supporting features are adequate and easy to use. Shopee management is very concerned about all merchants in maintaining their business, so that there is a good relationship between the marketplace and MSME merchants. With these various reasons, making the MSMEs in the Fashion Sector in Malang confident that joining the Shopee marketplace will help them maintain their business, especially during the pandemic. The results of this study are supported by the research of Damayanti, Hidayat (2021)