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All Journal JURNAL PEMBANGUNAN DAN KEUANGAN DAERAH JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Wangke, Shinta J.C.
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Economics, Econometrics & Finance

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THE IMPACT OF ONLINE VISUAL MERCHANDISING AND AFFILIATE MARKETING FOR CLOTHING PRODUCT ON SHOPEE CUSTOMER PURCHASE DECISION Makagansa, Meveri Cyanli; Pandowo, Merinda H.C.; Wangke, Shinta J.C.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 4 (2024): JE. VOL 12 NO 4. 2024
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i4.59500

Abstract

The increasing growth of digital platforms, or e-commerce, which is naturally accompanied by the increasing number of online stores that are present on each e-commerce platform. This study is intended to identify the influence of Visual Merchandising and Affiliate Marketing on Shopee Customer Purchase Decision, both partially and silmutaneously.  The population is the customers of Shopee as many as 100 respondents through random sampling technique and analysed with Multiple Regression Analysis Method. The results show that Affiliate Marketing has a significant impact on Shopee customer purchase decisions for clothing products, while Online Visual Merchandising, though positively related, does not show a statistically significant effect. It is recommended that marketers should prioritize Affiliate Marketing strategies on Shopee to effectively drive customer purchases, while Online Visual Merhcandising may serve a supportive role.   Keywords: Online Visual Merchandising, Affiliate Marketing, Customer Purchase Decision
Co-Authors Banne, Vivaldi R. Erlangga, Nobian Sari Humbas, Jeniffer G. James D.D. Massie Joy Elly Tulung Kalangi, Josep B. Lapian, Joyece S.L.H.V. Makagansa, Meveri Cyanli Merinda H. Ch. Pandowo Mongi, Rifan E. Purba, Marganda Nevira Rampen, Dio B. S.L.H.V Joyce Lapian Siagian, Shintya G. Soekamto, Militia Ch. V. Teneh, reynald Tumbuan, Willem J. F. A.