Peran Marketplace Shopee, Tokopedia, dan TikTok Shop terhadap Peningkatan Kinerja UMKM di Indonesia

Abstract

The digital transformation has brought significant changes to Indonesia’s trade sector, particularly through the emergence of marketplace platforms such as Shopee, Tokopedia, and TikTok Shop. These platforms not only serve as channels for buying and selling but also function as business ecosystems that support product promotion and distribution for UMKM. This study aims to analyze the effect of marketplace feature utilization on improving UMKM performance, focusing on sales growth, promotional efficiency, and customer loyalty. The research employed a quantitative approach by distributing questionnaires to 120 active UMKM participants across the three platforms. Data were analyzed using multiple linear regression to examine the relationship between marketplace feature usage and business performance indicators. The results indicate that Shopee and Tokopedia significantly influence sales volume and operational efficiency, while TikTok Shop plays a strong role in enhancing promotion and customer engagement through social commerce mechanisms. Overall, marketplace utilization has a positive and significant impact on UMKM performance. These findings highlight the importance of digital literacy and adaptive strategies for UMKM actors to optimize opportunities within the digital economy ecosystem