Pengaruh Kepercayaan Konsumen, Promosi Media Sosial dan Celebrity Endoser Terhadap Minat Beli Konsumen Pada Online Shop Shopee

  • Hilyatun Nisak Universitas Muhammadiyah Gresik
  • Sukaris Sukaris Universitas Muhammadiyah Gresik

Abstract

Background - Development of technology and information on the economic aspect has changed the media for selling businesses in developing their businessObjective - This study aims to examine the effect of consumer trust, social media-based promotions, and celebrity endorsers on consumer buying interest in online shop shopeeDesign/Methodology/Approach - This study using quantitative methods. This research was conducted at the Muhammadiyah University of Gresik. The number of respondents used was 85 students. Data collection was carried out by distributing questionnaires. The analysis technique used in this study is multiple linear regression analysis. The results of the questionnaire in the study were tested using the SPSS version 24 programFindings - The analysis show that the variables of consumer trust, social media-based promotions, and celebrity endorsers have a positive and significant effect on consumer buying interest in online shop shopeeResearch implications - Influence The highest score is obtained from the results of multiple linear regression coefficient analysis on the social media promotion variable of 0.419, which means that the higher the social media promotion is carried out, the higher the purchase intention that arises from consumersResearch limitations - this research was limited to users of the shopee platform for active management students in 2018 Muhammadiyah University of Gresik.

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Published
Jan 3, 2023
How to Cite
NISAK, Hilyatun; SUKARIS, Sukaris. Pengaruh Kepercayaan Konsumen, Promosi Media Sosial dan Celebrity Endoser Terhadap Minat Beli Konsumen Pada Online Shop Shopee. Jurnal Mahasiswa Manajemen, [S.l.], v. 3, n. 02, p. 138-148, jan. 2023. ISSN 2722-4759. Available at: <http://journal.umg.ac.id/index.php/mahasiswamanajemen/article/view/4728>. Date accessed: 24 feb. 2023. doi: http://dx.doi.org/10.30587/mahasiswamanajemen.v3i02.4728.