Price Dynamics and Demand Elasticity in the Platform Economy Era: A Quantitative Analysis of the Online Retail Sector in Indonesia
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This study investigates the determinants of price dynamics and demand elasticity in Indonesia's online retail sector, with particular emphasis on platform economy effects during the 2024-2025 period. Employing a double-log regression methodology with ordinary least squares (OLS) estimation, we analyze transaction-level data from major e-commerce platforms including Shopee, Tokopedia, and Lazada. The research reveals that demand elasticity in the Indonesian online retail market exhibits pronounced price sensitivity (elasticity coefficient: -1.23 to -1.67), indicating elastic demand characteristics. Cross-price elasticity estimates suggest significant substitution effects between platforms (range: 0.45 to 0.78), driven by the mobile-first architecture and promotional intensity of the digital ecosystem. Dynamic pricing mechanisms implemented by major platforms demonstrate adaptation to localized demand variations and competitive pressures. Our findings demonstrate that platform-based price competition generates downward pressure on margins while increasing consumer surplus, with elasticity heterogeneity across product categories ranging from -0.89 (electronics) to -1.95 (fashion and accessories). The study provides quantitative evidence that platform economy dynamics fundamentally reshape traditional price-demand relationships in emerging markets, offering actionable insights for retailers, policymakers, and platform operators managing competitive pricing strategies in this rapidly evolving ecosystem
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