eprintid: 74163
rev_number: 10
eprint_status: archive
userid: 12241
dir: disk0/00/07/41/63
datestamp: 2025-11-05 02:01:39
lastmod: 2025-11-05 02:01:39
status_changed: 2025-11-05 02:01:39
type: thesis
metadata_visibility: show
contact_email: sophanshofwan@gmail.com
creators_name: Rizky Setiawan, NIM.: 19107030084
title: PERAN SHOPEEFOOD DRIVER DALAM MEMBANGUN BRAND POSITIONING SHOPEE
ispublished: pub
subjects: I
divisions: jur_ikom
full_text_status: restricted
keywords: Role, Shopee, ShopeeFood, Brand Positioni
note: Latifa Zahra, M.A.
abstract: ShopeeFood was launched as part of Shopee’s service diversification, aiming to take advantage of the large customer base from its existing e-commerce ecosystem. However, ShopeeFood is limited only to food delivery services. This limitation shows a weakness of ShopeeFood, which is the low intensity of communication between drivers and customers. In this point, the role of the driver becomes very important in building brand positioning, as they are the front line of direct interaction with customers. Positive experiences delivered by drivers, such as friendliness, punctuality, and professionalism, can improve customer perception of the brand.
The researcher is interested in studying more deeply the role of ShopeeFood drivers in building Shopee’s brand positioning. This research uses a qualitative approach with descriptive methods, focusing on ShopeeFood drivers as the research subject, and brand positioning as the research object. The data collection techniques include observation, interviews, and documentation.
The role of ShopeeFood drivers toward Shopee’s brand positioning is analyzed and connected through two units of analysis: the concept of role with several parts from Bruce J. Cohen, and brand positioning according to AB Susanto & Himawan W. The results of this study show that ShopeeFood drivers hold a significant role in forming and strengthening Shopee’s brand positioning in the middle of competition in the food delivery service. This research finds that drivers, as the direct representation of ShopeeFood services, are responsible for shaping customer perception of Shopee’s service value.
Keywords: Role, Shopee, ShopeeFood, Brand Positioni
date: 2025-08-11
date_type: published
pages: 123
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS ILMU SOSIAL DAN HUMANIORA
thesis_type: skripsi
thesis_name: other
citation:   Rizky Setiawan, NIM.: 19107030084  (2025) PERAN SHOPEEFOOD DRIVER DALAM MEMBANGUN BRAND POSITIONING SHOPEE.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/74163/1/19107030084_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/74163/2/19107030084_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf