PENGARUH ANALISIS SWOT DALAM E-BUSINESS SHOPEE (STUDI KASUS E-BUSINESS SHOPEE DI KALANGAN MAHASISWA UNIVERSITAS ISLAM INDRAGIRI DI TEMBILAHAN)

Abstract

The development of information technology has transformed shopping habits from conventional methods to online shopping. One of the most popular online shopping platforms in Indonesia is Shopee. This research aims to conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to evaluate the factors influencing the success of Shopee’s e-business among students of Universitas Islam Indragiri (UNISI), Tembilahan. The study employs a descriptive quantitative method with data collected through questionnaires distributed to 93 sixth-semester Management students from the 2021 cohort. The results show that Shopee's main strengths lie in its user-friendly features and lower product prices compared to competitors. Weaknesses identified include its reliance on technology and rapidly changing consumer preferences. Shopee's opportunities involve market expansion without geographical limitations and cross-industry collaboration. However, the main threats are intense competition in the e-commerce market and external changes that could impact business strategies. Based on the SWOT analysis, recommended strategies include improving customer service, developing innovative features, and establishing cross-sector partnerships to enhance Shopee's competitiveness among students..