MICRO AND MACRO ENVIRONMENTAL ANALYSIS IN THE MARKETPLACE SHOPEE INDONESIA

The purpose of this research is to analyze the macro and microenvironment of the Shopee Indonesia marketplace. The method used by the author in conducting this research is using qualitative research methods in the form of exploration and literature studies. This research shows that the payment system served by Shopee is complete and easy. Shopee has interesting programs and periodically offers free shipping programs with various variants, thus benefiting sellers and buyers. Shopee is the prima donna marketplace in Indonesia. Shopee has a high dominant value in marketplace competition in Indonesia. In the performance of the Shopee marketplace, the features are easy to understand and use to make purchases and sales. The free shipping feature offered by Shopee attracts sellers and buyers to continue buying and selling online through the Shopee Marketplace. Shopee marketplace has a very good micro and macro environmental analysis and supports the growth and existence of the Shopee application to become the favorite choice of Indonesians in online shopping. From the analysis of competitors, Tokopedia is the strongest competitor marketplace for the Shopee Indonesia marketplace. Marketplace Shopee Indonesia does not have regulatory barriers to develop in Indonesia.