PENGARUH PROMOSI PENJUALAN, KEPERCAYAAN, DAN PENGGUNAAN BRAND AMBASSADOR K-POP IDOL TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE

PENGARUH PROMOSI PENJUALAN, KEPERCAYAAN, DAN PENGGUNAAN BRAND AMBASSADOR K-POP IDOL TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE SHOPEE

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This study aims to determine the effect of Sales Promotion, Trust, and the use of K-pop idol Brand Ambassador on Consumer Buying Interest in the Shopee marketplace.This study used a sample of 100 respondents who had shopped at Shopee at least once.The sampling technique is non-probability sampling with the purposive sampling method.This research data collection method uses a questionnaire which is measured by a Likert scale.

The data analysis technique uses multiple regression.The instrument test in this study uses the validity and reliability test.Testing the Stencil hypothesis in this study using the t-test and F-test.Data analysis was performed using the SPSS program 25.

0 version.The results of this study indicate that Sales Promotion and Trust partially had a positive and significant effect on Consumer Buying Interest in the Shopee marketplace.Meanwhile, K-pop idol Brand Ambassador had a positive but not significant effect on Consumer Buying Interest in the Shopee marketplace.Simultaneously, 5 Piece Reclining Sectional Sales Promotion, Trust, and K-pop idol Brand Ambassador had a positive and significant effect on Consumer Buying Interest in the Shopee marketplace.

Keywords: Sales Promotion; Trust; Brand Ambassador; Buying Interest.