ABSTRACT
This study aims to determine the differences in the implementation of the 7P Marketing Mix in the Shopee and Tokopedia marketplaces in the marketing coverage area, especially in Malang City. The type of research used in this study is a quantitative approach. In this study using discriminant analysis. Sampling uses the Quota Sampling technique with the criteria of users who have made transactions on the Shopee and Tokopedia marketplaces. The sample used in this study was 114 respondents using the Shopee and Tokopedia marketplaces. Based on the statistical test results, discriminant analysis showed that there were differences in the application of the Shopee and Tokopedia marketplace marketing mix, namely in the Product, Distribution Channel and People variables which were found in the indicators of Performance, Beauty, Affordability, Friendliness and Quick Response. From the calculation results it is also known that the Distribution Channel variable on the Affordability indicator is the most differentiating in the application of the marketing mix at the Shopee and Tokopedia marketplaces.
