The Role of Shopee in Meeting Student Needs

Oct 13, 2025 by wbrum.org 42 views

In today's digital era, e-commerce applications such as Shopee have become an integral part of daily life, especially among students. This study aims to analyze how the Shopee application meets the needs of users, especially among students of the University of North Sumatra (USU). By using the theory of Uses & Gratification, this research explores what is sought and what is obtained by the user from the Shopee application.

Research Methodology

The population in this study consisted of USU Regular S1 students for class of 2017, 2018 and 2019, represented by six faculties: Faculty of Social and Political Sciences, Faculty of Economics, Faculty of Cultural Sciences, Faculty of Agriculture, Faculty of Pharmacy, and Faculty of Mathematics and Sciences Natural. Researchers used proportional stratified random sampling and purposive sampling sampling techniques. Data was collected through questionnaires that were distributed online.

Results and Findings

The results showed that Shopee was able to meet the needs of students well. Of the nine items of the needs analyzed, all items can be met by the Shopee application. The assessment of user satisfaction is based on two indicators, namely gratification sought (what the user is looking for) and gratification obtained (what is obtained by the user). From the analysis, it was found that the two indicators were in the high category.

Furthermore, the calculation results show that the satisfaction gap between the needs sought and obtained is below 30%. According to the Palmgreen discrepancy formula, the minimum satisfaction limit that is considered adequate is 70%. This means that if the respondent feels that the satisfaction obtained ranges from 70-100%, their needs are considered met. Conversely, if the satisfaction gap shows a percentage above 30%, the application is considered unable to meet the needs of the user.

Analysis

This study shows that the Shopee application not only functions as an online shopping platform, but also meets various social, economic, and psychological needs of students. From a social point of view, Shopee allows students to connect with friends and family through shopping activities, while economically, this application offers a variety of promotions and discounts that are very interesting for students who have a limited budget.

More than that, this application also plays a role in providing a more comfortable and efficient shopping experience. With features such as fast shipping, safe payments, and customer support, users feel more satisfied using the Shopee application compared to traditional shopping methods.

The Role of Shopee in Meeting Student Needs

The Shopee application has become a vital part of the daily lives of students, providing them with a convenient and efficient way to shop for goods and services. The application's features, such as fast shipping and safe payments, have made it easier for students to purchase items online, saving them time and effort.

Moreover, the Shopee application has also provided students with a platform to connect with friends and family through shopping activities. This social aspect of the application has made it more appealing to students, who can now shop together and share their experiences with others.

The Impact of Shopee on Student Satisfaction

The results of this study show that the Shopee application has met the needs of students well, with a satisfaction gap below 30%. This indicates that students are highly satisfied with the application, which has provided them with a convenient and efficient way to shop for goods and services.

The high level of satisfaction among students can be attributed to the application's features, such as fast shipping and safe payments, which have made it easier for them to purchase items online. Additionally, the social aspect of the application has also contributed to the high level of satisfaction among students.

Conclusion

Overall, this research confirms that the Shopee application has met the needs of students of the University of North Sumatra well. The small satisfaction gap shows that users feel satisfied with what they get from this application. This research also provides insight for application developers and marketers to continue to improve user experience in order to meet the needs of consumers who continue to develop.

With a better understanding of user satisfaction, Shopee can continue to be a leader in the e-commerce industry in Indonesia. The application's features, such as fast shipping and safe payments, have made it easier for students to purchase items online, saving them time and effort.

Moreover, the social aspect of the application has also made it more appealing to students, who can now shop together and share their experiences with others. This study provides valuable insights for application developers and marketers to continue to improve user experience in order to meet the needs of consumers who continue to develop.

Recommendations for Future Research

This study provides valuable insights into the user satisfaction of the Shopee application among students of the University of North Sumatra. However, there are several areas that require further research.

Firstly, this study only focused on the user satisfaction of the Shopee application among students of the University of North Sumatra. Future research can explore the user satisfaction of the application among students from other universities or even among non-students.

Secondly, this study only analyzed the user satisfaction of the Shopee application based on two indicators, namely gratification sought and gratification obtained. Future research can explore other indicators that can be used to measure user satisfaction.

Lastly, this study only focused on the Shopee application. Future research can explore the user satisfaction of other e-commerce applications, such as Lazada or Tokopedia.

Limitations of the Study

This study has several limitations that need to be addressed. Firstly, the study only focused on the user satisfaction of the Shopee application among students of the University of North Sumatra. Future research can explore the user satisfaction of the application among students from other universities or even among non-students.

Secondly, the study only analyzed the user satisfaction of the Shopee application based on two indicators, namely gratification sought and gratification obtained. Future research can explore other indicators that can be used to measure user satisfaction.

Lastly, the study only focused on the Shopee application. Future research can explore the user satisfaction of other e-commerce applications, such as Lazada or Tokopedia.

Conclusion

In conclusion, this study provides valuable insights into the user satisfaction of the Shopee application among students of the University of North Sumatra. The results show that the application has met the needs of students well, with a satisfaction gap below 30%. This indicates that students are highly satisfied with the application, which has provided them with a convenient and efficient way to shop for goods and services.

This study provides valuable insights for application developers and marketers to continue to improve user experience in order to meet the needs of consumers who continue to develop. With a better understanding of user satisfaction, Shopee can continue to be a leader in the e-commerce industry in Indonesia.

In this article, we will answer some of the most frequently asked questions about the satisfaction and gaps of user satisfaction Shopee application.

Q: What is the purpose of this study?

A: The purpose of this study is to analyze how the Shopee application meets the needs of users, especially among students of the University of North Sumatra (USU). By using the theory of Uses & Gratification, this research explores what is sought and what is obtained by the user from the Shopee application.

Q: Who is the target population of this study?

A: The target population of this study consists of USU Regular S1 students for class of 2017, 2018 and 2019, represented by six faculties: Faculty of Social and Political Sciences, Faculty of Economics, Faculty of Cultural Sciences, Faculty of Agriculture, Faculty of Pharmacy, and Faculty of Mathematics and Sciences Natural.

Q: What is the methodology used in this study?

A: The researchers used proportional stratified random sampling and purposive sampling sampling techniques to collect data. Data was collected through questionnaires that were distributed online.

Q: What are the results of this study?

A: The results show that Shopee was able to meet the needs of students well. Of the nine items of the needs analyzed, all items can be met by the Shopee application. The assessment of user satisfaction is based on two indicators, namely gratification sought (what the user is looking for) and gratification obtained (what is obtained by the user). From the analysis, it was found that the two indicators were in the high category.

Q: What is the satisfaction gap between the needs sought and obtained?

A: The calculation results show that the satisfaction gap between the needs sought and obtained is below 30%. According to the Palmgreen discrepancy formula, the minimum satisfaction limit that is considered adequate is 70%. This means that if the respondent feels that the satisfaction obtained ranges from 70-100%, their needs are considered met.

Q: What are the implications of this study?

A: This study provides valuable insights for application developers and marketers to continue to improve user experience in order to meet the needs of consumers who continue to develop. With a better understanding of user satisfaction, Shopee can continue to be a leader in the e-commerce industry in Indonesia.

Q: What are the limitations of this study?

A: This study has several limitations that need to be addressed. Firstly, the study only focused on the user satisfaction of the Shopee application among students of the University of North Sumatra. Future research can explore the user satisfaction of the application among students from other universities or even among non-students.

Lastly, the study only focused on the Shopee application. Future research can explore the user satisfaction of other e-commerce applications, such as Lazada or Tokopedia.

Q: What are the recommendations for future research?

A: This study provides valuable insights into the user satisfaction of the Shopee application among students of the University of North Sumatra. However, there are several areas that require further research.

Lastly, this study only focused on the Shopee application. Future research can explore the user satisfaction of other e-commerce applications, such as Lazada or Tokopedia.

Q: What are the conclusions of this study?

A: Overall, this research confirms that the Shopee application has met the needs of students of the University of North Sumatra well. The small satisfaction gap shows that users feel satisfied with what they get from this application. This research also provides insight for application developers and marketers to continue to improve user experience in order to meet the needs of consumers who continue to develop.