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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Studi Manajemen dan Bisnis JEM17: Jurnal Ekonomi Manajemen JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi JURNAL EKSBIS BISEI: Jurnal Bisnis dan Ekonomi Islam Management Studies and Entrepreneurship Journal (MSEJ) Target : Jurnal Manajemen Bisnis Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Gici Jurnal Keuangan dan Bisnis Diversity Logic Journal Multidisciplinary International Journal of Management Science RISK : Jurnal Riset Bisnis dan Ekonomi
Yudiarto Perdana Putra, Yudiarto Perdana
Universitas Kadiri
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Social Sciences

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PENGARUH PROMOSI DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN PADA PLATFORM SHOPEE (STUDI KASUS MAHASISWA FEB UNIK) Elly Anugrah Utami; Yudiarto Perdana Putra
Jurnal Gici Jurnal Keuangan dan Bisnis Vol 17 No 2 (2025): Jurnal Gici Jurnal Keuangan dan Bisnis
Publisher : Sekolah Tinggi Ilmu Ekonomi GICI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58890/jkb.v17i2.458

Abstract

Purchasing products online is very easy through an online shop, namely Shopee. Shopee is one of the leading e-commerce in Indonesia. Since its launch until now, Shopee's basic services can be used by everyone for free. As one of the most visited marketplaces, Shopee provides a variety of complete offers. The ease of online shopping has many factors that can influence purchasing interest. This study aims to determine the effect of Promotion and Brand Image on Consumer Purchase Interest on the Shopee platform for FE University of Kadiri students. This type of research is quantitative and tests hypotheses to explain the relationship between variables. 90 respondents are the sample of this study. The purposive sampling and snowball sampling methods were used to distribute questionnaires to students of the Faculty of Economics majoring in S1 Management, University of Kadiri, who have Shopee e-commerce applications and have made purchases / transactions. Researchers use multiple linear regression analysis. The test results show partially and simultaneously that promotion and brand image have a positive and significant effect on purchasing interest.
Co-Authors Afif Nur Rahmadi Afif Nur Rahmadi, Afif Nur Agatha, Florenzi Agus Hermawan Andy Chandra Budi Eko Soectjipto Budi Heryanto Desi Kristanti Diana Ambarwati Dwi Juwarni Elly Anugrah Utami Fendi Setianto Florensia Sandrina Tae Imam Mukhlis Islami, Wahyu Nurul Jannah, Della Qoyimatul Kartika Yuliari Marwita Andarini Mayasari, Ernik Anisa Muhammad Dian Ruhamak Nindi Vaulia Puspita Nindi Vaulia Puspita, Nindi Vaulia Nuril Aulia Munawaroh Nursamsu Nursamsu Ramadhan, Tri Sugiarti Rana Saifullah Hassan Riningsih, Duwi Rokhma, Sintia Ainur Ryan Wahyu Mukti Sasi Utami Sri Rochani Sudarmiatin Triwidyati, Endang Wahyu Dede Gustiawan Wardana, Ludi Whisnu Wardana Yuliari, Kartika