THE INFLUENCE OF AFFILIATE MARKETING, PRODUCT QUALITY, AND DISCOUNTS ON CONSUMER BUYING INTEREST IN THE MARKETPLACE

Abstract

This research strives to determine the influence of affiliate marketing, product quality and discounts on consumer buying interest in the Shopee marketplace. Sourced from reviews on the Shopee marketplace, it shows that the lack of product information causes low consumer interest and trust. Differences in product descriptions and products received are also a problem. Limited access to information and uncertainty about product authenticity give rise to negative perceptions such as special discounts for products of questionable quality. This research examines marketing strategies on consumer buying interest with a focus on affiliate marketing, product quality and discounts on the Shopee marketplace. In previous research, only a few studies combined affiliate marketing variables, product quality, and discounts in one study, this research also used a different method from previous research. Apart from that, this research uses the Shopee marketplace as the research object, while previous research used other marketplaces and the locations taken were different from previous research. This study employs a quantitative methodology and utilizes causality analysis tools. This research examines the influence of the independent variables marketing affiliation (X1), product quality (X2), and discounts (X3) on the dependent variable purchasing interest (Y). The population of this research is students from the 2020 Management study program at PGRI Nusantara University, Kediri. This research used a sample of 80 respondents for analysis with a sampling technique using purposive sampling technique. This study employs the data analysis approach of multiple linear regression tests, using the SPSS V25 analytic tool. The findings of this research suggest that Affiliate Marketing, Product Quality, and Discounts possess partial effect on customer purchasing interest in the Shopee marketplace. Affiliate marketing, product quality, and discounts all possess substantial effect on customer purchasing interest in the Shopee marketplace. The conclusion of this research is that Shopee must focus on improving affiliate marketing, product quality and discounts to increase consumer purchasing inclination. The implications show that by improving these factors, Shopee can attract more consumers and increase their market share in the online marketplace industry.