Pemahaman Beragam Jenis E-Commerce dan Dampaknya terhadap Perilaku Konsumen Digital
Kata Kunci:
e-commerce; marketplace; social commerce; perilaku konsumen; perdagangan digitalAbstrak
Penelitian ini bertujuan untuk menganalisis berbagai jenis e-commerce dan dampaknya terhadap perilaku konsumen digital. Perkembangan pesat platform e-commerce dan perubahan pola konsumsi masyarakat menuntut pemahaman yang mendalam mengenai model, karakteristik, serta strategi operasional masing-masing jenis e-commerce. Metode penelitian yang digunakan adalah tinjauan pustaka, dengan mengkaji literatur dan penelitian terdahulu mengenai marketplace, social commerce, mobile commerce, business-to-business (B2B), business-to-consumer (B2C), dan consumer-to-consumer (C2C), serta pengaruhnya terhadap keputusan pembelian, loyalitas, dan interaksi konsumen. Hasil penelitian menunjukkan bahwa karakteristik masing-masing jenis e-commerce, seperti kemudahan akses, fitur interaktif, variasi produk, serta mekanisme pembayaran yang fleksibel, secara signifikan memengaruhi preferensi konsumen, tingkat keterlibatan, dan keputusan transaksi digital. Temuan ini menegaskan pentingnya pemahaman beragam jenis e-commerce untuk strategi pemasaran yang tepat, meningkatkan pengalaman konsumen, dan mendukung pertumbuhan ekosistem perdagangan digital secara berkelanjutan
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