TRANSFORMASI PERILAKU KONSUMEN DI MASA PRA DAN PASCA PANDEMI COVID 19 (STUDI KASUS PEMBELIAN PRODUK SHOPEE)

Abstract

The purpose of this paper is to see how the transformation of consumer behavior in the pre-and post-covid-19 pandemic (case study of purchasing shopee products) and the factors that influence it. Shopee users are much larger and most numerous than other e-commerce or marketplaces. This is of course because there are many things that make consumers more interested in shopee than other marketplaces. Of course, this cannot be separated from Shopee's marketing strategy, which is a way to attract the attention of many consumers, especially the millennial generation, starting from free shipping marketing tricks, payment methods that are quite easy and fast to reach, advertising stars that invite a lot of attention, where Shopee collaborates with bands.-famous Korean bands as well as an easy-to-view digital platform.