Online Shopping Efficiency in the Shopee Marketplace: Perceptions of Students of the Faculty of Teacher Training and Education, Universitas PGRI Madiun. Thesis. Economic Education Study Program, Faculty of Teacher Training and Education, Universitas PGRI Madiun.

RINI, SUR INDAH SETYO (2026) Online Shopping Efficiency in the Shopee Marketplace: Perceptions of Students of the Faculty of Teacher Training and Education, Universitas PGRI Madiun. Thesis. Economic Education Study Program, Faculty of Teacher Training and Education, Universitas PGRI Madiun. S1 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

The rapid advancement of technology has transformed consumer behavior, shifting purchasing practices from offline to online channels, particularly among university students who utilize the Shopee marketplace due to its perceived ease, practicality, and efficiency. This study aims to determine the perceptions of FKIP Universitas PGRI Madiun students regarding online shopping efficiency in the Shopee marketplace, identify the factors influencing this efficiency, evaluate students' experiences in utilizing Shopee features, assess their level of satisfaction with service efficiency, examine their perceptions of transaction security and convenience, and analyze the obstacles encountered during online shopping. This study employs a qualitative descriptive approach. Primary data were gathered through in-depth interviews with 15 informants selected via a purposive sampling technique, while secondary data were obtained from relevant books, journals, and documents. Data collection techniques included observation, interviews, and documentation. Data analysis followed the Miles and Huberman model, which comprises data reduction, data display, and conclusion drawing/verification, while data validity was strictly tested using source, method, and time triangulation. The results indicated that students maintain a highly positive perception of online shopping efficiency in the Shopee marketplace. This efficiency is significantly driven by optimizations in time, cost, transaction processes, and product discovery, which are further supported by competitive pricing, promotions, vouchers, free shipping, cashback, and diverse payment methods. Furthermore, students optimally utilize Shopee's architectural features, demonstrate high levels of satisfaction, perceive transactions as secure and convenient, and successfully resolve operational obstacles through the formal support services provided by Shopee. Keywords: Efficiency Online Shopping, Shopee Marketplace

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Kata Kunci : Efisiensi Belanja Online; Marketplace Shopee Keywords: Efficiency Online Shopping; Shopee Marketplace
Subjects: A Social Sciences > HB Economic Theory
A Social Sciences > HC Economic History and Conditions
A Social Sciences > HF Commerce
A Social Sciences > HM Sociology
Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
Depositing User: SETYO INDAH SUR
Date Deposited: 03 Aug 2026 04:38
Last Modified: 03 Aug 2026 04:38
URI: http://eprint.unipma.ac.id/id/eprint/8349

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