摘要：In the days of technological advances that so rapidly brought tremendous impact in all areas. This technology is the Internet,which causes the occurrence of disruption in the field of trade where the trade has undergone a shift from offline to online. It will slowly form a market or place of trade online that is often named as an e-marketplace. Therefore,the purpose of conducting this research is for the analysis of e-marketplace which is most desirable by the users of service people Bukalapak,Tokopedia,and Shopee. Because there has not been any research discussing the specifics of which e-marketplace is most desirable by the community. The method used is by qualitative research methods using passive participatory observation techniques. Qualitative research method is a method of research that can be used to examine on a condition of natural objects,where researchers here as a key instrument of research. Participatory observation is a researcher who only acts as an observer,without taking part in the implementation. From the results of the research that has been done,the conclusion that Shopee from 2018 to 2020 began to dominate the e-marketplace in Indonesia. In fact,in 2015 to 2018,Tokopedia dominates. Shopee rapidly evolved due to many cooperation with the public famous figures such as Via Vallen,Rizky Febian,BLACKPINK,and Cristiano Ronaldo and others. In addition to working with the public figures, Shopee has free shipping and cashback promotion. Various kinds of cooperation and promotion of free shipping and cashback that makes Shopee more interested in the community than Bukalapak and Tokopedia from 2018 to 2020.
