The Effectiveness of Digital Marketing in Fostering Consumer Buying Interest during the Covid-19 Pandemic (Case Study on Shopee E-Commerce Users at University of Merdeka Malang, Indonesia)
1Dyah Setyawati, 2Setyo Bayu Aji, 3Sela Ayu Wijayanti, 4Katarina Yustu Mau, 5Sukma Darmawan
1,2,3,4,5Faculty of Economics and Business, University of Merdeka Malang, Indonesia
https://doi.org/10.47191/jefms/v7-i2-10ABSTRACT:
This study aims to determine the effectiveness of Shopee's digital marketing in growing people's buying interest. This research uses descriptive and quantitative methods, using a Likert scale as a measure. The sampling method uses a non-probability sample. The data analysis method used in this research article is simple linear regression analysis, which is processed using SPSS software. The population in this study were students of Merdeka University Malang, and the sample studied was 70 samples. The results of this study have proven that digital marketing variables have a large positive effect on consumer purchase intentions.
KEYWORDS:
Digital Marketing, E-commerce, Consumer Buying Interest
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