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p-Index From 2021 - 2026
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All Journal Equivalent : Journal of Economic, Accounting and Management
Nur Afnih Suliman
Unknown Affiliation
Economics, Econometrics & Finance

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Pengaruh Strategi Digital Marketing di Shopee terhadap Minat Beli Generasi Z Nur Afnih Suliman; Tenri Sayu Puspitaningsih Dipoatmodjo; Muhammad Ilham Wardhana Haeruddin; Muhammad Ichwan Musa; Uhud Darmawan Natsir
Equivalent : Journal of Economic, Accounting and Management Vol. 3 No. 1 (2025): Equivalent : Journal of Economic, Accounting and Management
Publisher : CV. Doki Course and Training

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61994/equivalent.v3i1.640

Abstract

Abstract : This study aims to determine the Influence of Digital Marketing Strategies on Shopee on Generation  Z's Purchase Intention. This research is a quantitative study with a descriptive approach. The sample used in this study consists of 100 active students from the Management Department at the Faculty of Economics and Business, Makassar State University. Data collection techniques included literature study, observation, and questionnaires. Data were analyzed using SPSS Statistics software version 21. Based on the research results, the t-test value for the Digital Marketing Strategy variable is (7.730) > t-table (1.660) and the Sig value is (0.000) < 0.05, which means that the Digital Marketing Strategy variable (independent variable) has a positive and significant effect on Purchase Intention (dependent variable). Abstrak : Penelitian ini bertujuan untuk mengetahui Pengaruh Strategi Digital Marketing di Shopee Terhadap Minat Beli Generasi Z. Penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Sampel yang digunakan dalam penelitian ini adalah 100 orang Mahasiswa Aktif Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. Teknik pengumpulan data dilakukan dengan studi pustaka, observasi dan kuesioner. Data dianalisis menggunakan software SPSS Statistic versi 21. Berdasarkan hasil penelitian diperoleh nilai uji t hitung variabel Strategi Digital Marketing (7,730) > t tabel (1,660) dan nilai Sig (0,000) < 0.05 yang berarti variabel Strategi Digital Marketing (variabel bebas) berpengaruh positif dan signifikan terhadap Minat Beli (variabel terikat).
Co-Authors Tenri Sayu Puspitaningsih Dipoatmodjo