PENGARUH INFLUENCER MARKETING, PRICE DISCOUNT dan ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PRODUK FASHION di E-COMMERCE PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS 17 AGUSTUS 1945 SURABAYA - Aziz, Muhamad Choirul; Abdul Halik (Cahaya Ilmu Bangsa, 2024)
Abstrak Belanja online menjadi tren yang semakin populer, terutama di kalangan generasi muda lebih menyukai kemudahan dan kenyamanan yang ditawarkan oleh platform e-commerce. Produk fashion yang menjadi penjualan terlaris adalah salah satu fenomena menarik dalam pasar e-commerce. Produk-produk ini tidak hanya mempertahankan dominasi mereka di pasar yang sangat kompetitif tetapi juga menarik perhatian banyak konsumen. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh “Influencer Marketing (X1), Price Discount (X2) dan Online Customer Review (X3) terhadap minat beli (Y) produk fashion di e-commerce.” Penelitian ini bersifat kuantitatif, dengan populasinya adalah peserta aktif Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. Kemudian diperoleh sampel sebanyak 95 responden. IBM SPSS Statistics Version 27 digunakan untuk memproses data setelah kuesioner survei dibagikan kepada responden sebagai bagian dari pendekatan pengumpulan data. Pendekatan sampel yang digunakan adalah non-probability sampling. Instrumen yang digunakan dalam penelitian ini meliputi uji validitas dan reliabilitas. Analisis regresi linier berganda merupakan teknik analisis data yang melibatkan evaluasi hipotesis dengan menggunakan uji t, uji F, dan koefisien determinasi (R2). Berdasarkan hasil penelitian menunjukkan bahwa secara simultan semua variabel independen “(Influencer Marketing, Price Discount, dan Online Customer Review) bersama-sama berpengaruh terhadap variabel dependen (minat beli). Hasil penelitian secara parsial variabel Influencer Marketing, Price Discount, dan Online Customer Review berpengaruh positif dan signifikan terhadap variabel minat beli.” Kata kunci: Influencer Marketing, Price Discount, Online Customer Review, minat beli. Abstract Online shopping is becoming an increasingly popular trend, especially among the younger generation who prefer the ease and convenience offered by e-commerce platforms. Fashion products becoming best-sellers is one of the interesting phenomena in the e-commerce market. These products not only maintain their dominance in a highly competitive market but also attract the attention of many consumers. This study aims to test and analyze the effect of “Influencer Marketing (X1), Price Discount (X2) and Online Customer Review (X3) on purchase intention (Y) of fashion products in e-commerce.” This research is quantitative in nature, with the population being active participants in the Management Study Program at the University of 17 August 1945 Surabaya. Then a sample of 95 respondents was obtained. IBM SPSS Statistics Version 27 was used to process data after survey questionnaires were distributed to respondents as part of the data collection approach. A non-probability sampling strategy was used for sampling. Validity and reliability tests are the instruments used in this research, and multiple linear regression analysis is a data analysis method by testing hypotheses using the t test, F test, and coefficient of determination (R2). Based on the results of the study, it shows that simultaneously all independent variables “(Influencer Marketing, Price Discount, and Online Customer Review) together have an effect on the dependent variable (purchase intention). The results of the study partially Influencer Marketing, Price Discount, and Online Customer Review variables have a positive and significant effect on the purchase intention variable.” Keywords: Influencer Marketing, Price Discount, Online Customer Review, purchase intention.