Pengaruh Strategi Digital Marketing di Shopee terhadap Minat Beli Generasi Z

Nur Afnih Suliman
Tenri Sayu Puspitaningsih Dipoatmodjo
Muhammad Ilham Wardhana Haeruddin
Muhammad Ichwan Musa
Uhud Darmawan Natsir

Equivalent : Journal of Economic, Accounting and Management
Vol. 3 No. 1 (2025): Equivalent : Journal of Economic, Accounting and Management

Abstract : This study aims to determine the Influence of Digital Marketing Strategies on Shopee on Generation  Z's Purchase Intention. This research is a quantitative study with a descriptive approach. The sample used in this study consists of 100 active students from the Management Department at the Faculty of Economics and Business, Makassar State University. Data collection techniques included literature study, observation, and questionnaires. Data were analyzed using SPSS Statistics software version 21. Based on the research results, the t-test value for the Digital Marketing Strategy variable is (7.730) > t-table (1.660) and the Sig value is (0.000) < 0.05, which means that the Digital Marketing Strategy variable (independent variable) has a positive and significant effect on Purchase Intention (dependent variable). Abstrak : Penelitian ini bertujuan untuk mengetahui Pengaruh Strategi Digital Marketing di Shopee Terhadap Minat Beli Generasi Z. Penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Sampel yang digunakan dalam penelitian ini adalah 100 orang Mahasiswa Aktif Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. Teknik pengumpulan data dilakukan dengan studi pustaka, observasi dan kuesioner. Data dianalisis menggunakan software SPSS Statistic versi 21. Berdasarkan hasil penelitian diperoleh nilai uji t hitung variabel Strategi Digital Marketing (7,730) > t tabel (1,660) dan nilai Sig (0,000) < 0.05 yang berarti variabel Strategi Digital Marketing (variabel bebas) berpengaruh positif dan signifikan terhadap Minat Beli (variabel terikat).