PENGARUH PROMOSI PENJUALAN, KEPERCAYAAN, DAN PENGGUNAAN BRAND AMBASSADOR K-POP IDOL TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE

中国中小企业 Pub Date : 2023-07-01 DOI:10.35508/jom.v16i2.9939

Afna Aisyiah Ainurzana, Jemadi Jemadi

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Abstract

This study aims to determine the effect of Sales Promotion, Trust, and the use of K-pop idol Brand Ambassador on Consumer Buying Interest in the Shopee marketplace. This study used a sample of 100 respondents who had shopped at Shopee at least once. The sampling technique is non-probability sampling with the purposive sampling method. This research data collection method uses a questionnaire which is measured by a Likert scale. The data analysis technique uses multiple regression. The instrument test in this study uses the validity and reliability test. Testing the hypothesis in this study using the t-test and F-test. Data analysis was performed using the SPSS program 25.0 version. The results of this study indicate that Sales Promotion and Trust partially had a positive and significant effect on Consumer Buying Interest in the Shopee marketplace. Meanwhile, K-pop idol Brand Ambassador had a positive but not significant effect on Consumer Buying Interest in the Shopee marketplace. Simultaneously, Sales Promotion, Trust, and K-pop idol Brand Ambassador had a positive and significant effect on Consumer Buying Interest in the Shopee marketplace. Keywords: Sales Promotion; Trust; Brand Ambassador; Buying Interest

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销售宣传、信任和使用K-POP品牌大使对消费者对市场SHOPEE的兴趣的影响

本研究旨在探讨促销、信任及使用K-pop偶像品牌大使对Shopee市场消费者购买兴趣的影响。这项研究选取了100名至少在Shopee购物过一次的受访者作为样本。抽样技术为非概率抽样，采用目的性抽样方法。本研究数据收集方法采用李克特量表测量问卷。数据分析技术采用多元回归。本研究的工具检验采用效度和信度检验。本研究采用t检验和f检验对假设进行检验。采用SPSS 25.0版软件进行数据分析。本研究结果显示，促销与信任对Shopee市场的消费者购买兴趣有部分正向显著影响。同时，K-pop偶像Brand Ambassador对Shopee marketplace的消费者购买兴趣有正向但不显著的影响。同时，促销、信任和K-pop偶像品牌大使对Shopee市场的消费者购买兴趣有显著的正向影响。关键词:促销;信任;品牌大使;购买兴趣

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来源期刊

中国中小企业

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