E-Commerce During Covid 19 Pandemic: An Analysis of Tokopedia Use as A Trade Medium Among Members of Facebook Group

Abstract

This study is aimed at explaining how the members of Facebook group use Tokopedia as an e-commerce application for their medium of online trading transactions. Mix-method is employed to carry out this study by using survey, in-depth interviews, observation and documentation as its data collection instruments. The participants of this study are a thousand members of Facebook group named I love Parepare who are purposively selected and categorized as active users of Tokopedia e-commerce for online purchase transactions during Covid 19 pandemic. The results of this study reveal two important things. The firist, young people and housewives are found to be the most dominant users of Tokopedia. The second, they majority use Tokopedia as an online trading medium during this pandemic due to two main reasons namely; Tokopedia is one of the safest and the most convenient applications for e-commerce online transactions. Both findings of this study can be useful information for people who are in need of making purchase transactions during Covid 19 pandemic efficiently and safely. This study conclusively proves that using e-commerce application e.g. Tokopedia is the safest way of making trade transaction during Covid 19 pandemic and it is believed to be one of health approaches to prevent people from gathering.