PENGARUH E-COMMERCE, AFFILIATE MARKETING, DAN INFLUENCER MARKETING TERHADAP MINAT BELI PRODUK FASHION (STUDI KASUS MAHASISWA UNIVERSITAS PEKALONGAN)

Najwa Tiara Djunaedy Putri; Tarismha Winda Sari; Arya Ajhie Saputra

Najwa Tiara Djunaedy Putri Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pekalongan.
Tarismha Winda Sari Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pekalongan.
Arya Ajhie Saputra Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pekalongan.

Keywords: E-Commerce., Affiliate Marketing., Influence Marketing., Purchase Intention.

Abstract

This research aims to examine the effect of E-Commerce, Affiliate Marketing and Influencer Marketing on Purchase Intention. This research approach is descriptive quantitative. The population of this study were students of Pekalongan University. Sampling in this study used purposive sampling technique to 75 respondents who were 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 studies. This research model is descriptive quantitative and multiple linear regression analysis conducted with SPSS software version 20. The results of data analysis and hypothesis testing show that E-Commerce, Affiliate Marketing, and Influencer Marketing have a positive effect on Purchase Intention.