THE EFFECT OF DIGITAL MARKETING AND PRODUCT QUALITY ON CONSUMER PURCHASE INTEREST IN THE MARKETPLACE SHOPEE DURING PANDEMIC

Shelli Safitri (Management Study Program, Faculty of Economics and Business, Universitas Jambi)
Syahmardi Yacob (Faculty of Economics and Business, Universitas Jambi, Indonesia)
Yenni Yuniarti (Faculty of Economics and Business, Universitas Jambi, Indonesia)

Journal of Business Studies and Management Review
Vol. 5 No. 2 (2022): JBSMR, Vol. 5 No.2, June 2022

The Covid-19 pandemic has stopped human mobility, and this has affected the economic sector in almost all countries. One strategy that can be done to survive during the pandemic is to trade online by promoting digitally in the marketplace using digital marketing. This study aims to analyze the effect of Digital Marketing and Product Quality on consumers' buying interest in the SHOPEE Marketplace during the pandemic simultaneously and partially. And, it aims to find out which factors are more dominant in influencing consumer buying interest in the SHOPEE marketplace during the pandemic. The research method used is descriptive quantitative with a sample of 100 respondents using purposive sampling technique. Data analysis used multiple linear regression. The results showed that Digital Marketing and Product Quality had a positive and significant effect on consumers' buying interest in the SHOPEE Marketplace during the pandemic simultaneously and partially. Product quality variables are more dominant in influencing consumer buying interest in the SHOPEE Marketplace during the pandemic