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Retnowati, Eli
Universitas Sunan Giri Surabaya
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Journal : Madani: Multidisciplinary Scientific Journal

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Pengaruh Duta Merek, Iklan, Ulasan Pelanggan Online dan Peringkat Pelanggan Online Terhadap Minat Beli Shopee di Sidoarjo Rahmawati, Zaiyyin Alivia; Retnowati, Eli
Madani: Jurnal Ilmiah Multidisiplin Vol 3, No 2 (2025): March
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14890907

Abstract

The rapid development of technology has resulted in various innovations being created to improve a business. One of the implementations used in the business sector is a e-commerce. There are various types of e-commerce that can be use Indonesian people. Shopee is one of the most popular e-commerce sites with an average 0f 161 million visits one month. Competition with other e-commerce forces Shopee to develop the right strategy to attract consumer buying interest. This study aims to examine the influence of brand ambassador, advertisement, online cutomer review, online customer rating on purchase intention Shopee in Sidoarjo. This study uses a quantitative research method. The population and this research are all of the Sidoarjo people what use Shopee. Researchers distribute 100 questionnaires with 100% responses. This research uses questionnaires which are distributed online using google form media. The analysis technique used is multiple linear regeression analysis. Based on the results of t-test can be seen that brand a,bassadors (X1), advertisement (X2), online customer review (X3), online customer rating (X4) have a patially significant effect on purchase intention (Y). This is verified with the t-count which show the value for the barnd ambassador (X1) is 2,169 with a significance value of 0,033 so that it is stated that hypothesis 1 is a accepted. For the t-count on the advertising variabel (X2) is 2,331 with a signifinance value of 0,022 so that it can be state that hypothesis 2 is a accepted. For online customer review (X3) it has a t-count 0,707 with a significance value of 0,482 so it can be stated that hypothesis 3 is rejected. For the online customer rating variable (X4) has a t-count value of 2,731 with a significance value of 0,008 so that can be stated that hypothesis 4 is accepted.
Co-Authors Abdul Hafidz Rosydi Fuady Alfiyatur Rizkiyah Amaris Evania Putri Ana Arifiana Anjanarko, Tri Seno Arif Rachman Putra Arif Rachman Putra Aslichah, Aslichah Budi Handayani Cilda Thesisa Ilmawan Dzinnur Dewi, Maftuhah Dharma Setiawan Negara Diah Tri Novitaningrum Didit Darmawan Djazilan, Sukron Djazilan, Syukron Donny Richard Mataputun Dwi Yuliana Pertiwi El-Yunusi, Muhammmad Yusron Eli Masnawati Eliya Putri Aprilia Ella Anastasya Sinambela Ella Anastasya Sinambela Ernawati Ernawati Ernawati Ernawati Fahmi Kamal Fahmi Kamal, Fahmi Farida Nabilah Fatimah Malini Lubis Fayola Issalillah Fayola Issalillah Fayola Issalillah Fayola Issalillah Fayola Issalillah Fiqh Rifqi Mahisah Wahyu Ginting, Sunardi Haniyah Haniyah Hariani, Mila Heriswanto, Heriswanto Ika Elfiya, Windi Ikhwanuddin Ikhwanuddin Irfan, Moch. Issalillah, Fayola Isthifaiyayyatul Qudsi Jahroni jahroni Jahroni Jahroni Jahroni Jahroni Karyono Karyono Khairunnisa Salsabila Putri Prameswari Khayru, Rafadi Khan Khoirotun Nisa’ Klemens Mere Laila Badriyah MIFTAKHUL JANNAH Mirza Elmy Safira Misbachul Munir Misbachul Munir Misbachul Munir Mohammad Djaelani Mohammad Nuril Azizi Mohammad Rasikhul Islam Muhaimin, Rizal Muhammad Ybnu Taufan Muhammad Yusron Maulana El-Yunusi Nelud Darajaatul Aliyah Novritsar Hasintongan Pakpahan Nur Aniqa Pernaningtik Nurafini, Fira Nurul Masithoh Purbha Sakti, Bayu Radjawane, Louise Elizabeth Rafadi Khan Khayru Rafadi Khan Khayru Rafi Ilham Ramadhan Rahayu Mardikaningsih Rahayu Mardikaningsih Rahayu, Betty Rahmawati, Zaiyyin Alivia Rekha Widiawati Ricy Ichlas Sutrisno Rio Saputra Risda Lailul Yulfa Fitria Riyan Sisiawan Putra Rizwan Ali Rodiyah, Siti Kholidatur Rommy Hardyansah Safira, Mirza Elmy Samsul Arifin samsul arifin Seno Anjanarko, Tri Sinambela, Ella Anastasya Siti Helmyati Siti Nur Halizah Siti Nur Halizah Soelistiyono, Anitiyo Sriwahyuni, Yayu Tamaulina Br Sembiring Tri Seno Anjanarko Utami Puji Lestari Utami Puji Lestarie Vitrianingsih, Yeni Wanti, Maria Widya Yayu Sriwahyuni Hamzah Yeni Vitrianingsih Yusti Sahida Putri