The Effect of Festival Marketing on Consumer Perceptions at Shopee Double Days (Study on Wear Labels Consumer)

Martaputri, Fadhila Hana

JURNAL SAINS PEMASARAN INDONESIA
Vol 22, No 1 (2023): Mei

This research is intended to find out whether Festival Marketing affects Wear Labels Consumer Perception at Shopee Double Days. This research was conducted using a descriptive quantitative method, the population is Wear Label customers. Research data have been collected through questionnaires with a sample of 100 respondents using purposive sampling with female population characteristics aged 15-35 years. Data analysis was performed with a simple linear regression test using SPSS 25.0. This study resulted in the finding that Festival Marketing has a positive and significant effect on Wear Labels Consumer Perception at Shopee Double Days with an influence of 40.6%.