Pengaruh Strategi Pemasaran Flash sale, Endorsement beauty influencer, Dan Ulasan Konsumen Terhadap Minat Beli Produk Somethinc Di Platform E- Commerce Shopee. (Studi Kasus Mahasiswa FEB Universitas Islam Malang Angkatan 2022)

Yunita, Rini
Basalamah, Muhammad Ridwan
Wahono, Budi

E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01

Abstract This study aims to examine the extent to which flash sales, endorsements from beauty influencers, and consumer reviews influence product purchase interest on the Shopee e-commerce platform, with the study subjects being 2022 students of the Faculty of Economics and Business at the Islamic University of Malang. The sample size was determined using Maholtra's formula, resulting in 75 respondents. Data was collected through the distribution of questionnaires to the selected students using purposive sampling techniques. Data analysis was conducted using SPSS software. The testing methods applied included validity tests, reliability tests, normality tests, classical assumption tests, multiple linear regression analysis, F-tests, t-tests, and determination coefficient (R²) tests. The analysis results showed that the variables of flash sales, beauty influencer endorsements, and consumer reviews have a positive and significant influence on purchasing interest. Keywords: Flash sale, Endorsement beauty influencer, Consumer Reviews, and Purchase Interest.