The Influence Of The Shopee Marketplace On The Social Mobility And Welfare Of Traditional Traders

Abstract

This study examines the relationship between the use of the Shopee marketplace and the communication strategies, economic welfare, and social mobility of traditional traders in RW 11, Pondok Aren, South Tangerang. The study adopts a quantitative approach using a structured questionnaire and survey data from traditional traders who use Shopee; however, the final sample size must be verified because the manuscript reports both 290 respondents and a planned sample of approximately 29 respondents. Descriptive statistics, linear regression, and Pearson’s correlation are reported as the planned/used analytical techniques. The manuscript reports that 78% of respondents actively used Shopee Live, that respondents reported an average sales increase of 30%, and that 65% reported operating-cost reductions of up to 20%. It also reports a regression coefficient of 0.45 (p < 0.05) for the relationship between communication-feature use and income, and a positive correlation between Shopee use and social mobility (r = 0.52, p < 0.01). These findings suggest an association between the use of Shopee’s communication features and traders’ reported economic and social outcomes. The numerical results and sample size should be checked against the original dataset before publication.