THE INFLUENCE OF AFFILIATE MARKETING, ADVERTISING AND LIVE STREAMING ON CONSUMER PURCHASE INTEREST ON SHOPEE PLATFORM
Abstrak
Introduction/Main Objectives: Every year there is an increase in internet users and this can be used as a business development opportunity for Shopee. This opportunity is shown by Shopee's marketplace market share, which is in first place, beating its competitors. This research was conducted with the aim of finding out several factors that influence the buying interest of Shopee users among Pekalongan University students. The factors studied include live streaming, advertising and affiliate marketing. The population in this study includes users of the Shopee application and students at Pekalongan University. Sampling in this study used a purposive sampling technique for 105 respondents taken as samples in this study. Primary data collection was carried out by distributing questionnaires via Google Form to respondents. Meanwhile, secondary data comes from journals and literature from previous research. From this research, the results showed that live streaming significantly influenced purchasing interest, advertising significantly influenced purchasing interest, while affiliate marketing did not significantly influence purchasing interest.Referensi
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Khotimah, K., & Febriansyah, F. (2018). Pengaruh kemudahan penggunaan, kepercayaan konsumen dan kreativitas iklan terhadap minat beli konsumen online-shop. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 1(1), 19–26. https://doi.org/10.36407/jmsab.v1i1.16
Wahyuni, A., Handoko, T., & Widodo, Z. D. (2022). PENGARUH MINAT BELI MASYARAKAT TERHADAP DISKON SHOPEE, KUALITAS PRODUK DAN HARGA BAGI PENGGUNA SHOPEE (Study Kasus Bagi Pengguna Shopee di Sragen). Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(4), 869–879. https://doi.org/10.37606/publik.v9i4.454
Widodo, D. Y. P., & Prasetyani, H. (2022). Pengunaan Shopee sebagai media promosi untuk meningkatkan daya jual produk sebagai narahubung sosial marketing. Journal of Systems, Information Technology, and Electronics Engineering, 2(2), 12–17. http://e-journal.ivet.ac.id/index.php/jsitee
Ardian, R. (2018). Pengertian Iklan Advertising. Journal of Chemical Information and Modeling, 53(9), 8. http://repo.darmajaya.ac.id/233/4/BAB II.pdf
Awwaliya Dhiyaus Syamsiyah, & Lia Nirawati. (2024). Pengaruh Live Streaming , Flash Sale , dan Cashback Terhadap Perilaku Impulse Buying pada Pengguna E-Commerce Shopee di Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 5024–5036. https://doi.org/10.47467/alkharaj.v6i5.2119
Erifiyanti, R., Rifa, S., Pane, N., Trijayanti, A., & Simanjuntak, K. F. (2023). Pengaruh Content Marketing Shopee Affiliate terhadap Minat Pembeli. Rizky Efirianti) Madani: Jurnal Ilmiah Multidisiplin, 214(4), 2986–6340. https://doi.org/10.5281/zenodo.7952615
Fauza Husna. (2023). Peran Affiliator Dalam Menarik Minat Belanja Konsumen. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 299–306. https://doi.org/10.36441/snpk.vol2.2023.135
Harita, H. T. S., & Siregar, O. M. (2022). PENGARUH DIRECT MARKETING DAN PRODUCT QUALITY TERHADAP MINAT BELI ULANG PADA LIVE STREAMING MARKETING TIKTOK (Studi pada pengguna aplikasi Tiktok di Kota Medan). Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital, Volume 1(2), 171–184. https://transpublika.co.id/ojs/index.php/JEKOMBITAL
Khotimah, K., & Febriansyah, F. (2018). Pengaruh kemudahan penggunaan, kepercayaan konsumen dan kreativitas iklan terhadap minat beli konsumen online-shop. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 1(1), 19–26. https://doi.org/10.36407/jmsab.v1i1.16
Wahyuni, A., Handoko, T., & Widodo, Z. D. (2022). PENGARUH MINAT BELI MASYARAKAT TERHADAP DISKON SHOPEE, KUALITAS PRODUK DAN HARGA BAGI PENGGUNA SHOPEE (Study Kasus Bagi Pengguna Shopee di Sragen). Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 9(4), 869–879. https://doi.org/10.37606/publik.v9i4.454
Widodo, D. Y. P., & Prasetyani, H. (2022). Pengunaan Shopee sebagai media promosi untuk meningkatkan daya jual produk sebagai narahubung sosial marketing. Journal of Systems, Information Technology, and Electronics Engineering, 2(2), 12–17. http://e-journal.ivet.ac.id/index.php/jsitee
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