Kontribusi Shopee terhadap perkembangan usaha mikro, kecil dan menengah (UMKM) Indonesia tahun 2019-2021

Kaunang, Danaya Yumiko (2023) Kontribusi Shopee terhadap perkembangan usaha mikro, kecil dan menengah (UMKM) Indonesia tahun 2019-2021. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kurangnya pengetahuan mengenai pasar digital membuat para pelaku usaha lokal di Indonesia kesulitan dalam menanggapi perkembangan globalisasi yang telah mempengaruhi banyak bidang termasuk dalam bidang perdagangan, dengan kehadiran E-commerce seperti Shopee di Indonesia membawa banyak perubahan bagi para pelaku UMKM yang berstatus sebagai tulang punggung perekonomian Indonesia. Dalam kajian ini akan akan membahas tentang kontribusi Shopee terhadap perkembangan UMKM di Indonesia serta dampak yang diberikan Shopee terhadap UMKM tahun 2019-2021. Teori dan konsep yang digunakan dalam penelitian ini yaitu teori neoliberalisme, multinational corporation, E-commerce dan hubungan timbal-balik positif. Pendekatan kualitatif digunakan dalam melakukan penelitian ini. Informasi terkait penelitian ini dikumpulkan melalui pencarian web, jurnal online dan perpustakaan online, data yang diperoleh kemudian dianalisis dengan menggunakan pendekatan analisis naratif. Penelitian ini menganalisis tentang peran Shopee dalam mengembangkan UMKM Indonesia melalui program-program yang diluncurkannya sebagai bentuk inisiatif Shopee dalam mendukung perkembangan usaha lokal di Indonesia. Program-program yang diluncurkan tersebut membuahkan hasill yang positif dan memberikan keuntungan terhadap kedua aktor yang bekerja sama. / The lack of knowledge about digital markets discourages local business actors. In Indonesia, it is difficult to respond to globalization developments that have affected many fields, including trade. The presence of e-commerce sites such as Shopee in Indonesia brings many changes for MSME players whose status is the backbone of the Indonesian nation's economy. This study will discuss Shopee's contribution to the development of MSMEs in Indonesia and the impact that Shopee will have on MSMEs in 2019–2021. The theories and concepts used in this research are neoliberalism theory, multinational corporations, e-commerce, and positive reciprocity. A qualitative approach was used in conducting this research. Information related to this research was collected through web searches, online journals, and online libraries; the data obtained were then analyzed using a narrative analysis approach. This research analyzes Shopee's role in developing Indonesian MSMEs through the programs it launched as a form of Shopee's initiatives in supporting the development of local businesses in Indonesia. The programs launched produced positive results and provided benefits for the two cooperating actors.

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