PENGARUH PLATFOM SOSIAL E-COMMERCE DAN STRATEGI PREDATORY PRICING TERHADAP PENDAPATAN PEDAGANG DI TANAH ABANG

Fadil, Muhammad (2026) PENGARUH PLATFOM SOSIAL E-COMMERCE DAN STRATEGI PREDATORY PRICING TERHADAP PENDAPATAN PEDAGANG DI TANAH ABANG. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to analyze the influence of Social E-commerce Platforms (X1) and Predatory Pricing Strategies (X2) on Vendor Income (Y) in Tanah Abang. The research approach used was quantitative with an associative approach, using a Likert-scale questionnaire. The sample size was 100 vendors using a purposive sampling technique, with the criteria being vendors who had been actively selling for at least one year and utilized social e-commerce platforms (TikTok Shop/Shopee) to support sales. The study was conducted from November 2025 to January 2026. The analysis results show that the Social E-commerce Platform (X1) partially significantly influences Merchant Revenue with a t-value of 9.203 and a Sig. = 0.000 (<0.05). The Predatory Pricing Strategy variable (X2) also significantly influences Merchant Revenue with a t-value of 8.816 and a Sig. = 0.000 (<0.05). Therefore, it can be concluded that the use of social e-commerce platforms and competitive pricing pressures (predatory pricing) both significantly influence changes in merchant revenue in Tanah Abang.

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