DESKRIPSI PRODUK PADA E-COMMERCE SHOPEE SEBAGAI MEDIA KOMUNIKASI BISNIS BAGI KONSUMEN ONLINE (STUDI PADA MAHASISWA UNIVERSITAS SUMATERA SELATAN)

This research aims to analyze the role of product descriptions on the Shopee e-commerce platform as an informational medium for consumers in their purchasing decision-making process. In today’s digital era, product information is no longer obtained directly, but rather through online platforms that rely on both visual and textual content. Product descriptions have become a crucial element in delivering accurate, engaging, and persuasive information to potential buyers.This study uses a descriptive quantitative approach, with data collected through questionnaires distributed to active Shopee users. Respondents were selected using purposive sampling techniques, and the data were analyzed using descriptive statistics to determine the effectiveness of product descriptions in providing the information consumers need. The findings reveal that product descriptions on Shopee play a significant role in shaping consumer perceptions of product quality and authenticity. Elements such as clarity of information, completeness of product details, and persuasive language were shown to influence purchase intention. Therefore, product descriptions serve not only as visual complements but also as a strategic communication tool between sellers and buyers.