Factors Influencing Shopee User's Intention to Purchase Products During Shopee Indonesia Big Online Shopping Event

Authors

  • Devina Winanda Universitas Trisakti Jakarta, Indonesia
  • Kania Syifa Universitas Trisakti Jakarta, Indonesia
  • Karin Apriliana Universitas Trisakti Jakarta, Indonesia
  • Fatik Rahayu Universitas Trisakti Jakarta, Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.14108

Keywords:

Celebrity Endorse and Social Media Influencers, Advertising Appeal, Creative Sales Promotion’s, Timing, Intention to Purchase

Abstract

Tujuan penelitian ini adalah menganalisa pengaruh dari Celebrity Endorse and Social Media Influencer, Advertising Appeal, Creative Sales Promotion, Timing berpengaruh positif terhadap Intention to Purcahse. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang menggunakan Marketplace seperti Shopee. Penelitian ini menggunakan data primer yang diperoleh melalui penyebaran kuesioner yang didistribusikan kepada 200 responden. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif Celebrity Endorse and Social Media Influencer dan Creative Sales Promotion terhadap Purchase Intention.

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Published

12-03-2024

How to Cite

Winanda, D., Syifa, K., Apriliana, K., & Rahayu, F. (2024). Factors Influencing Shopee User’s Intention to Purchase Products During Shopee Indonesia Big Online Shopping Event. Jurnal Pendidikan Tambusai, 8(1), 11489–11502. https://doi.org/10.31004/jptam.v8i1.14108

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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