ANALYSIS OF THE EASE OF USE OF THE SHOPEE APPLICATION IN MEETING VARIOUS LEVELS OF CONSUMER NEEDS
Keywords:
Ease of Use, Shopee, E-commerce, Consumer Needs, User SatisfactionAbstract
The rise of e-commerce in Indonesia has significantly shifted consumer shopping habits, largely due to the convenience provided by digital platforms. Shopee stands out as one of the most frequently used applications because of its user-friendly features. This study examines how the ease of use of Shopee supports the fulfillment of consumer needs based on Maslow’s hierarchy. Using a quantitative approach, data were collected from 105 respondents through an online questionnaire. The findings reveal that both product search and payment features are perceived as highly easy to use, with approval rates exceeding 89%. Shopee is most effective in fulfilling secondary needs (83.8%), followed by tertiary needs (67.7%) and primary needs (65.8%). Most respondents also reported positive shopping experiences and high satisfaction levels. Overall, the platform’s ease of use plays a significant role in supporting consumer needs and satisfaction, although improvements are still needed in meeting primary needs more effectively
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Copyright (c) 2026 Nur Sella Agustin, Virgi Ramadhan, Dikrillahsyah Dikrillahsyah (Author)
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