Pengaruh Social Media Marketing Terhadap Purchase Intention Produk Fashion Shopee - Maya Ariyanti; Ilma Aliya Sahal (Program Pascasarjana STIE Amkop Makassar, 2023)
Segala kegiatan masyarakat mulai mengalami digitalisasi, termasuk kegiatan pemasaran. Berbagai jenis bisnis memanfaatkan media sosial untuk memasarkan produknya. Media sosial yang sedang disukai masyarakat Indonesia saat ini adalah TikTok. E-commerce Shopee memanfaatkan Tiktok untuk mempromosikan produk yang dijual. Studi ini bertujuan untuk mengetahui pengaruh social media marketing Tiktok terhadap minat beli produk fashion Shopee. Penelitian ini menggunakan metode kuantitatif dengan model regresi linear sederhana. Data dikumpulkan melalui kuesioner online hingga 400 responden dengan 22 item pernyataan. Berdasarkan hasil analisi data menggunakan model analisis deskriptif, regresi linear sederhana, uji-t, dan uji koefisien determinasi, diketahui bahwa social media marketing Tiktok memiliki pengaruh secara signifikan terhadap minat beli produk fashion Shopee. Selain itu terdapat hubungan yang sangat erat dan searah antara dua variabel tersebut sebesar 70,9%. Besar pengaruh social media marketing Tiktok terhadap minat beli produk fashion Shopee adalah sebesar 50,2%, sedangkan 49,8% dipengaruhi oleh faktor lain diluar penelitian ini. Kata Kunci: social media marketing; minat beli; Tiktok; Shopee Abstract All community activities have begun to be digitized, including marketing activities. Various types of business, utilizes social media to market their products. One of the most popular social media in Indonesia is Tik Tok. Shopee uses Tiktok to promote the products it sells. This study aims to determine the effect of Tiktok's social media marketing on buying interest in Shopee fashion products. This study uses a quantitative method with a simple linear regression model. Data were collected through an online questionnaire for up to 400 respondents with 22 statement items. Based on the results of data analysis using descriptive analysis models, simple linear regression, t-test, and coefficient of determination, it is known that social media marketing Tiktok has a significant influence on buying interest in Shopee fashion products. In addition, there is a very close and unidirectional relationship between the two variables of 70.9%. The magnitude of the influence of Tiktok's social media marketing variables on the purchase intention of Shopee fashion products is 50.2%, while 49.8% is influenced by other factors outside of this study. Keywords: social media marketing; purchase intention; Tiktok; Shopee.