UPAYA RESELLER SHOPEE DALAM MEMBENTUK KONSTRUKSI SOSIAL SEBAGAI SARANA BELANJA ONLINE PADA MASYARAKAT KOTA SEMARANG

Abstract

This study aims to determine the social construction carried out by Shopee in forming the tradition of online buying and selling in Semarang society. This study uses a qualitative descriptive method. More specifically in data collection, the author will conduct direct observations and interviews with sources as research objects to be able to find out and explain how a social construction of online buying and selling is formed. The results of the study show that advertising forms a mindset and social construction. Shopee uses and utilizes technology as a medium for forming social construction through online media. In an effort to form the social construction of Shopee Resellers in the Semarang city community, Shopee has tried hard to form and maintain sophisticated and easy services amidst the tight competition between online buying and selling service providers, especially in Semarang City.

Keywords: Shopee, Online Buying and Selling, Social Construction, Semarang City