PENGARUH MEDIA SOSIAL, BRAND INFUENCER DAN KESADARAN MEREK TERHADAP MINAT BELI DI MARKETPLACE SHOPEE PADA SAAT PANDEMI COVID-19

Jonathan Herdioko · Carmel Verona Karisma

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh sosial media, brand influencer, dan kesadaran merek terhadap minat beli di Marketplace Shopee pada saat pandemi Covid-19. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Jumlah sampel pada penelitian ini sebanyak 157 responden yang tersebar di tiga wilayah antara lain Indonesia Bagian Barat, Indonesia Bagian Tengah, dan Indonesia Bagian Timur, pengambilan sampel menggunakan teknik purposive sampling. Hasil dari penelitian ini menunjukkan bahwa secara parsial variabel media sosial tidak berpengaruh signifikan terhadap minat beli, variabel brand influencer berpengaruh signifikan terhadap minat beli, variabel kesadaran merek berpengaruh terhadap minat beli. Asal daerah sebagai pemoderasi variabel brand influencer dan kesadaran merek tidak berpengaruh signifikan terhadap minat beli. Pendapatan sebagai pemoderasi variabel brand influencer dan kesadaran merek tidak berpengaruh signifikan terhadap minat beli. Kata Kunci: Media Sosial, Brand Influencer, Kesadaran Merek, Minat Beli ABSTRACT This research is aimed to acknowledge the effects of social media, brand influencer, and brand awareness towards Shopee Marketplace buying intention during the Covid-19 pandemic. This research uses the quantitative approach by survey. There were 157 samples used and they came from the three regions of Indonesia. The purposive sampling method was used in this research. The results of this study indicate that partially, the social media variable has no significant effect on buying interest, the brand influencer variable has a significant effect on buying interest, the brand awareness variable has an effect on buying interest. Regional origin as a moderating variable for social media and brand awareness has no significant effect on buying interest. Income as a moderating variable for brand influencers and brand awareness has no significant effect on buying interest. Keyword: Social Media, Brand Influencer, Brand Awareness, Buying Interes

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2020MENINGKATKAN MINAT BELI PRODUK SHOPEE MELALUI CELEBRITY ENDORSER

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