Pengaruh.Social.Media.Marketing.terhadap.Minat.Beli Konsumen di Bukalapak - Sitohang, Agdiana s; saraswati, Trisha gilang (Pascasarjana STIE Amkop Makassar, 2022)
Abstrak Berdasarkan hasil pengujian hipotesis secara stimultan, Social Media Marketing berpengaruh signifikan terhadap Minat Beli di Bukalapak. Hal ini dibuktikan dengan > ( 111,42 > 2,627 ) dengan tingkat signifikansinya 0,000 < 0,05. Berdasarkan hasil uji hipotesis pada uji T secara pasial didapat bahwa ada pengaruh signifikan antara variabel Social Media Marketing terhadap Minat Beli pada aplikasi Bukalapak dengan (10,555 > 1,965942). Mengingat hasil dari penelitian ini, bahwa reaksi responden terhadap faktor social media marekting memiliki tingkat 71,93% dengan klasifikasi baik dan reaksi responden terhadap faktor minat beli adalah 70,66% dengan klasifikasi baik. Iklan media berbasis web memengaruhi minat beli pembeli dan setiap sub-variabel seperti sharing of content, online communities, interaction, dan acessibility secara signifikan memengaruhi minat beli sebesar 21,9% dan sisanya dari perhitungan sebesar 78,1% dipengaruhi oleh elemen berbeda yang tidak diperiksa dalam penelitian ini. Ide Bukalapak adalah untuk lebih memperluas berbagi konten menariksehingga dapat menarik minat beli pembeli pada barang-barang yang tersedia di Bukalapak.Kata.Kunci : Social Media Marketing, Minat Beli, E-commerceAbstractBased on the results of simultaneous hypothesis testing, Social Media Marketing has a significant effect on Buying Interest in Bukalapak. This is evidenced by F_(count )> F_(table )( 111.42 > 2.627 ) with a significance level of 0.000 < 0.05. Based on the results of hypothesis testing on a passive T-test, it was found that there was a significant influence between Social Media Marketing variables on Buying Interest in the Bukalapak application with t_count>t_(table )(10,555 > 1.965942).Considering the results of this study, that the respondent's reaction to the social media marketing factor has a level of 71.93% with a good classification and the respondent's reaction to the buying interest factor is 70.66% with a good classification. Web-based media advertising affects buyers' buying interest and each sub-variable such as sharing of content, online communities, interaction, and accessibility significantly affects buying interest by 21.9% and the rest of the calculation of 78.1% is influenced by different elements that are not examined in this study. Bukalapak's idea is to further expand the sharing of interesting content so that it can attract buyers' interest in buying goods available at Bukalapak. Keywords: Social Media Marketing, Buying Interest, E-commerce