Pengaruh Kepercayaan, Iklan Digital, dan Bauran Pemasaran Terhadap Minat Beli pada Marketplace Shopee di Kota Batam
DOI:
https://doi.org/10.55606/jurrie.v5i1.8264Keywords:
Trust, Digital Advertising, Marketing Mix, Purchase Intention, Batam CityAbstract
This study aims to determine the effect of trust, digital advertising, and marketing mix, either partially or simultaneously, on purchase intention toward the Shopee marketplace in Batam City. The research method used was a quantitative method, with the sample size determined using the Lemeshow formula with a deviation rate of 5%, resulting in 100 respondents and use the Shopee application in Batam City. This study employed a non-probability sampling technique using purposive sampling. In collecting data, the researchers used a questionnaire distributed online through Google Form. A Likert scale applied as the measurement scale, and the data were processed using SPSS 25 application. The study utilized descriptive statistical analysis methods with several tests, including data quality tests, classical assumption tests, influence tests, and hypothesis tests. The results of the study indicate that the variables of Trust (X1) and Marketing Mix (X3) partially have a positive and significant effect on purchase intention toward the Shopee marketplace in Batam City. In contrast, Digital Advertising (X2) partially does not have a significant effect on purchase intention. However, simultaneously, Trust (X1), Digital Advertising (X2), and Marketing Mix (X3) have a positive and significant effect on purchase intention toward the Shopee marketplace in Batam City.
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