FACTORS THAT INFLUENCE CUSTOMER BUYING INTEREST: CASE STUDY OF SHOPEE AND TIKTOK SHOP MARKETPLACE

Hafidz  Hanafiah; Budi  Susanto; Alamsyah Alamsyah

doi:10.53067/ije3.v4i3.333

Authors

Hafidz Hanafiah Universitas Bina Bangsa
Budi Susanto Universitas Bina Bangsa
Alamsyah Alamsyah Universitas Bina Bangsa

DOI:

https://doi.org/10.53067/ije3.v4i3.333

Keywords:

Influencer Marketing, Product Quality, Product Diversity, Live Sales Streaming, Product Reviews, Discounts, Purchase Interest, Shopee Marketplace, TikTok Shop

Abstract

The increasing use of internet technology along with the development of the era has become a lifestyle for some people in Indonesia. So that it encourages marketers to create the right marketing strategy for the company. The purpose of this study is to determine the effect of live sales streamings, product reviews, and discounts on buying interest in the Shopee marketplace. And to determine the effect of influencer marketing, product quality, and product diversity on buying interest in online shopping at TikTok Shop. This study uses a quantitative research approach, which is a scientific method because it has met scientific principles in a concrete or empirical, objective, measurable, rational, and systematic manner. The data used are primary and secondary data which are then processed using SPSS 26. The population of this study was 50 people who were then used as samples with a saturated sampling technique. This study uses a quantitative research approach, which is a scientific method because it has met scientific principles in a concrete or empirical, objective, measurable, rational, and systematic manner. The data used are primary and secondary data which are then processed using SPSS 26. The population of this study was 50 people who were then used as samples with a saturated sampling technique.

The results of the study show that the Shopee marketplace is a live sales streaming that influences purchase interest with a t-count value of 7.466> t table. Product reviews influence purchase interest with a t-count value of 11.466> t table. Discounts influence purchase interest with a t-count value of 7.077 t table. Meanwhile, the results of the study on TikTok Shop showed that based on the results of the t-test, there was an influence of influencer marketing on purchase interest with a t-count result of 4.415> t table. Product quality on purchase interest with a t-count result of 5.453> t table. Product diversity with a t-count result of 0.274 <t table had no effect on purchase interest. So it can be concluded that live sales streamings, product reviews, and discounts each have an effect on buying interest in the Shopee marketplace. As well as influencer marketing, product quality, and product diversity each have an effect on buying interest in Tiktok Shop

Downloads

Download data is not yet available.

References

Adrianto, Rifqi dan Kurnia. 2021. Kredibilitas Influencer dalam Membentuk Kepercayaan Konsumen Terhadap Brand. Jurnal Manajemen Komunikasi, vol 7 no. 1. https://journals.unisba.ac.id/index.php/JRMK/article/view/117

Awwaliya Dhiyaus Syamsiyah, & Lia Nirawati. (2024). Pengaruh Live Streaming, Flash Sale, dan Cashback Terhadap Perilaku Impulse Buying pada Pengguna E-Commerce Shopee di Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5). https://doi.org/10.47467/alkharaj.v6i5.2119

Bakti, U., Hairudin and Alie, M. S. (2020). ‘Pengaruh Kualitas Pelayanan, Produk dan Harga Terhadap Minat Beli Pada Toko Online Lazada di Bandar Lampung’, Jurnal Ekonomi, 22(1), pp. 101–118. Available at: https://mediakonsumen.com/2018/05/14/sur.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

Faradila, Sofia Mirza; Kusnadi, Edy; Soeliha, Siti. Pengaruh Keragaman Produk, Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Shopee Pada Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo Dengan Minat Beli Produk Fashion Muslim Sebagai Variabel Intervening. Jurnal Mahasiswa Entrepreneurship (JME), [S.l.], v. 1, n. 2, p. 256-271, mar. 2022. ISSN 2964-898X. Available at: <https://unars.ac.id/ojs/index.php/jme/article/view/1867>. Date accessed: 15 apr. 2024. doi: https://doi.org/10.36841/jme.v1i2.1867.

Hansen, C., & Saputra, A. (2023). Pengaruh Keragaman Produk, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Mobil Hyundai pada PT Pionir Auto Mobil. Jurnal Disrupsi Bisnis, 6(5), 551–562. https://doi.org/10.32493/drb.v6i5.30515

Ilmiyah, K., & Krishernawan, I. (2020). Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto. Maker: Jurnal Manajemen, 6(1), 31–42. https://doi.org/10.37403/mjm.v6i1.143

Inkiriwang, M. V., Ogi, I. W. J., & Woran, D. (2022). Pengaruh Digital Marketing, Kualitas Produk Dan Emosional Terhadap Kepuasan Konsumen Pinky Kitty Shop Tondano. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(3), 587. https://doi.org/10.35794/emba.v10i3.42488

Ivadah, M. N., & Sharif, O. O. (2021). Pengaruh Ulasan Produk Terhadap Keputusan Pembelian Pelanggan Produk Fashion Pada E-commerce Shopee. EProceedings of Management, 8(4).

Kamanda, S. V. (2024). Pengaruh Fitur Live Terhadap Keputusan Pembelian Produk Pada Pelanggan E-Commerce Shopee. Jurnal Al-Amal, 2(1), 1–7. Retrieved from https://institutabdullahsaid.ac.id/e-journal/index.php/jurnal-al-amal/article/view/164

Mahira, M., Hadi, P., & Nastiti, H. (2021). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan Indihome. Konferensi Riset Nasional Ekonomi Manajemen dan Akuntansi, 2(1), 1267-1283. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1233

Octavianto, D., & Wardani , R. T. I. . (2023). Promosi Melalui Katalog Produk Menggunakan Corel Draw Untuk Meningkatkan Minat Beli Di Cimbul Malang. Jurnal Aplikasi Bisnis, 9(1), 61–66. https://doi.org/10.33795/jab.v9i1.479

Puspita Sari, A., & Fuadilah Habib, M. (2023). Strategi Pemasaran Menggunakan Fitur Shopee Live Streaming Sebagai Media Promosi Untuk Meningkatkan Daya Tarik Konsumen (Studi Kasus Thrift Shop di Kabupaten Tulungagung). Jurnal Ilmiah Wahana Pendidikan, 9(17), 41-58. https://doi.org/10.5281/zenodo.8280759

Putra, A. P. Y., Al Multazim, M. F., Hafiz, M. Z., & Maesaroh, S. S. (2023). Pengaruh Siaran Langsung Dan Konten Promosi Terhadap Minat Beli Mahasiswa Bisnis Digital UPI Di TikTok Shop. JIMEK: Jurnal Ilmiah Mahasiswa Ekonomi, 6(01). https://ojs.unik-kediri.ac.id/index.php/jimek

Raharjo, V. S., Sukoco, I., Barkah, C. S. A., & Novel, N. J. A. (2023). Penerapan Strategi Influencer Marketing melalui Media Sosial. JKBM (Jurnal Konsep Bisnis Dan Manajemen), 10(1), 86-99. https://ojs.uma.ac.id/index.php/bisman/article/view/9979

Rahmawati, R., & Suwarni, E. (2023). Ulasan Produk dan Jumlah Produk Terjual Dampaknya pada Keputusan Pembelian di Marketplace Shopee. Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis (DImmensi), 3(1), 46–53. https://doi.org/10.32897/dimmensi.v3i1.2539

Rahmawaty, Ita; Sa’adah, Lailatus; Musyafaah, Linda. Pengaruh Live Streaming Selling, Review Product, Dan Discount Terhadap Minat Beli Konsumen Pada E-Commerce Shopee. Jurnal Riset Entrepreneurship, [S.L.], v. 6, n. 2, p. 80-93, aug. 2023. ISSN 2621-153X. Available at: <https://journal.umg.ac.id/index.php/jre/article/view/5956>. Date accessed: 15 apr. 2024. doi: http://dx.doi.org/10.30587/jre.v6i2.5956.

Rusni, A., & Solihin, A. (2022). Pengaruh Motivasi Belanja Hedonis, Diskon Harga Dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online Di Shopee. Jurnal Ilmiah Manajemen Dan Bisnis, 7(2), 167–179. https://journal.undiknas.ac.id/index.php/manajemen/article/view/3841

Saputra, F., Khaira, N., & Saputra, R. (2023). Pengaruh User Interface dan Variasi Produk terhadap Minat Beli Konsumen (Studi Literature). Jurnal Komunikasi Dan Ilmu Sosial, 1(1), 18-25. https://doi.org/10.38035/jkis.v1i1.115

Sari, R., & Prihartono, P. (2021). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(3), 1171-1184. https://doi.org/10.31955/mea.v5i3.1573

Siboro, S. Y., & Eddy, E. (2022). Pengaruh Ulasan Produk, Kemudahan, Keamanan, dan Harga Terhadap Keputusan Pembelian di Shopee. Proceeding National Conference Business, Management, and Accounting (NCBMA), 5, 130–145. https://ojs.uph.edu/index.php/NCBMA/article/view/5807

Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alphabet.

Tjiptono, F. & Chandra, G. (2016). Pemasaran Jasa (Prinsip,. Penerapan, dan Penelitian). Yogyakarta: Andi.

Tjiptono, F. (2018). Strategi Pemasaran. Yogyakarta: Andi