PENGARUH PROMOSI PENJUALAN, KEPERCAYAAN, DAN PENGGUNAAN BRAND AMBASSADOR K-POP IDOL TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE

Afna Aisyiah Ainurzana (Prodi Manajemen, Fakultas Ekonomi, Universitas Proklamasi 45 Yogyakarta)
Jemadi Jemadi (Prodi Manajemen, Fakultas Ekonomi, Universitas Proklamasi 45 Yogyakarta)

Journal of Management - Small and Medium Enterprises (SME's)
Vol 16 No 2 (2023): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)

This study aims to determine the effect of Sales Promotion, Trust, and the use of K-pop idol Brand Ambassador on Consumer Buying Interest in the Shopee marketplace. This study used a sample of 100 respondents who had shopped at Shopee at least once. The sampling technique is non-probability sampling with the purposive sampling method. This research data collection method uses a questionnaire which is measured by a Likert scale. The data analysis technique uses multiple regression. The instrument test in this study uses the validity and reliability test. Testing the hypothesis in this study using the t-test and F-test. Data analysis was performed using the SPSS program 25.0 version. The results of this study indicate that Sales Promotion and Trust partially had a positive and significant effect on Consumer Buying Interest in the Shopee marketplace. Meanwhile, K-pop idol Brand Ambassador had a positive but not significant effect on Consumer Buying Interest in the Shopee marketplace. Simultaneously, Sales Promotion, Trust, and K-pop idol Brand Ambassador had a positive and significant effect on Consumer Buying Interest in the Shopee marketplace. Keywords: Sales Promotion; Trust; Brand Ambassador; Buying Interest