THE INFLUENCE OF "SHOPEE CRISTIANO RONALDO 9.9 " E-COMMERCE ADVERTISING ON STUDENTS' SHOPPING INTEREST IN SPECIAL REGION OF YOGYAKARTA
Keywords:
Advertising, Influence, shopping interest, shopee
Abstract
Various factors can influence a person's buying interest in using a product. One of the factors that can influence buying interest is the advertisement presented by the manufacturer. This study aims to find out how the effect of Shoope e-commerce advertising on purchase intention. The method used in this research is a quantitative method. Respondents in this study were 100 students studying in the Special Region of Yogyakarta. Data collection was carried out by distributing questionnaires in the form of a Likert scale. The questionnaires collected by the researcher tested the data using the validity and reliability tests used in this study to analyze the data. The results of the study show that e-commerce advertisements on Shoope have a partial and significant effect on the buying interest of students in the Special Region of Yogyakarta. It is proved by the results of the t-test that the significance value of the relationship between e-commerce advertising and buying interest is 0.000. These results indicate that sign (0.00) < 0.05 which indicates that e-commerce advertising has a partial and significant influence on the buying interest of students in the Special Region of Yogyakarta. Based on the research that has been done regarding the effect of e-commerce advertising on the buying interest of students in the Special Region of Yogyakarta. As we know, the function of advertising itself is to promote goods or services so that the audience knows the goods or services we have. Shopee has a very good advertising and promotion strategy. Like every month, on the same date, there will be a large-scale event to promote products or services at Shopee or Shopee in collaboration with top artists to voice the promotion.
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Saputra, VE, & Widyatmoko, W. (2019). The Effect of Quality of Advertising Messages and Advertising Creativity on Advertising Attractiveness "It's Time to Use GO-JEK – Vertibokek." Prologia , 3 (1), 289. https://doi.org/10.24912/pr.v3i1.6253
Sarwono, RB, & Dharma. (2019). Examining the Aggressive Drives of the Students of the “Klithih” Actor in Yogyakarta . 1 (1).
Sumaa, S., Soegoto, AS, & Samadi, RL (2021). The Influence of Product Quality, Price and Social Media Ads on Buying Interest in Shopee E-Commerce (Study on Students of the Faculty of Economics and Business, Sam Ratulangi University, Manado). EMBA Journal : Journal of Economics, Management, Business and Accounting Research , 9 (4), 304–313. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36229
Sumiyati, S., & Murdiyanto, L. (2018). Tourism Marketing Communication Strategy to Increase Tourist Visits at Suwuk Beach, Kebumen Regency. DISCOURSE, Scientific Journal of Communication Studies , 17 (2), 171. https://doi.org/10.32509/wacana.v17i2.629
Yunita, D., Fitrianto, E., & . N. (2018). Humor Themes in Advertisements and Their Impact on Understanding Advertising Messages and Buying Readiness Stages. Sriwijaya Journal of Management and Business , 15 (2), 127–137. https://doi.org/10.29259/jmbs.v15i2.5700
Zhang, R., Fang, L., He, X., & Wei, C. (2023). The Whole Process of E-commerce Security Management System. In The Whole Process of E-commerce Security Management System . https://doi.org/10.1007/978-981-19-9458-6
Arnianti, H., Khoirunnisa, G., Arzaqi, H., Geulis, G., & Herlina, H. (2019). THE INFLUENCE OF YOUTUBE ADVERTISING ON INTEREST IN BUYING VIVO SMARTPHONES (Survey of University of Singaperbangsa Karawang students majoring in Management Class of 2016, 2017 and 2018). Cakrawala Management Business Journal , 2 (1), 172. https://doi.org/10.30862/cm-bj.v2i1.12
Association of Indonesian Internet Service Providers. (2022). Indonesia Internet Profile 2022. Apji.or.Od , June , 10. apji.or.id
Az-zahra, AA, Marsaoly, AF, Lestyani, IP, Salsabila, R., & Madjida, WOZ (2021). Application of the K-Modes Clustering Algorithm with Davies Bouldin Index Validation in Grouping Levels of Interest in Online Shopping in the Province of the Special Region of Yogyakarta. MSA Journal (Mathematics and Statistics and Its Applications) , 9 (1), 24. https://doi.org/10.24252/msa.v9i1.18555
Central Bureau of Statistics . (n.d.). Retrieved March 15, 2023, from https://www.bps.go.id/publication/2022/12/19/d215899e13b89e516caa7a44/statistik-e-commerce-2022.html
Bahtiar, RA (2020). Potential, Government Role, and Challenges in E-Commerce Development in Indonesia [Potency, Government Role, and Challenges of E-Commerce Development in Indonesia]. Journal of Economics and Public Policy , 11 (1), 13–25. https://doi.org/10.22212/jekp.v11i1.1485
Belch, GE, Belch, MB, Kerr, G., Powell, I., & Waller, D. (2020). Advertising. An Integrated Marketing Communication Perspective. In McGraw-Hill . Jillian Gibbs and Matthew Coxhill.
Cassandra. (2016). THE INFLUENCE OF BRAND AMBASSADOR SONG JONG KI AND SCARLETT WHITENING'S BRAND IMAGE ON CONSUMER'S PURCHASE INTEREST . 5 (2), 1–23.
DIY Region - Number of Students . (n.d.). Retrieved April 24, 2023, from http://bappeda.jogjaprov.go.id/dataku/data_dasar/dinding/482-nomor-perta-didik
DIY Ranks I in Indonesia's E-Commerce Users | Yogya Pos | yogyapos.com . (n.d.). Retrieved March 23, 2023, from https://www.yogyapos.com/berita-diy-ranking-i-pengguna-ecommerce-di-indonesia-2670
E-commerce, PT, E-commerce, PT, Siswanto, O., Pd, S., Kom, M., Siswanto, O., Pd, S., Kom, M., Studi, P., Informatics, S .-T., Science, U., & Technology, AND (nd). Editor :
Faradiba. (2020). Christian University of Indonesia 65. SEJ (School Education Journal , 10 (1), 65–73.
Ferdiana Fasha, A., Rezqi Robi, M., & Windasari, S. (2022). Determination of Purchasing Decisions Through Purchase Intention: Brand Ambassador and Brand Image (Marketing Management Literature Review). Journal of Educational Management and Social Sciences , 3 (1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Hamzah, AA (2020). Newsletter fad back . 1 (April), 7–8.
harrys. (2020). Quantitative Research . https://www.jopglass.com/penelitian-kuantitatif/
Hendayana, Y., & Afifah, N. (2021). The Influence of Brand Ambassadors and the Korean Wave on Interest in Online Shopping Through the Tokopedia Marketplace. Performance , 3 (1), 32–46. https://doi.org/10.34005/kinerja.v3i1.1285
Humaira, A., Harahap, N., & ... (2022). Shopee Advertising Cultural Branding Representation: A Semiotic Analysis Study. Scientific Journal of Science … , 5 (1). https://ejurnal.stikpmedan.ac.id/index.php/JIKQ/article/view/128
Jalaluddin, & Ibrahim. (2021). COMMUNICATION RESEARCH METHODS (RK Soenandar (Ed.); Revised Edition). Symbiotic Rekatama Media.
Keller, Kevin, L., & Kotler, P. (2016). Marketing Management. In Pearson Education .
Kruti, DS (2009). Advertising and Promotions . Tata McGraw.
Laudon, KC, & Guerciotraver, C. (2014). E-commerce .
Lawrencya, S., & Dewi, MDP (2021). Cyber Crime as an Obstacle to E-Commerce in the Development of Industry 4.0 Based on Indonesian Cultural Values. Tarumanagara University 3rd National Seminar Series 2021 , 1 (Vol. 1 No. 1 (2021): PROCEDURE OF SERINA III 2021), 283. https://doi.org/https://doi.org/10.24912/pserina .v1i1.16377
Moriarty, S., Mitchell, N., & Wells, W. (2012). Advertising & IMC Principles and Practice. Ninth Edition. In Pearson Education .
Muffarih. (2015). Advertising A Practical Approach (Gilang z (Ed.)). Literary Book.
Nawawi, HH (2020). Use of E-wallet Among Students. Emik , 3 (2), 189–205. https://doi.org/10.46918/emik.v3i2.697
Nursyecha, N., Sapari, Y., & Risnawati, R. (2021). The Influence of Shopee Advertising on Television in Forming Brand Awareness of the Shopee Application Platform on Consumer Purchase Interest. Signal Journal , 9 (1), 01. https://doi.org/10.33603/signal.v9i1.4400
Puspasari, NA, Hermawati, T., Mardiyanto, D., Slamet, G., 442, A. Número, Kusniadji, S., Tarumanagara, U., Hamzah, RE, Manogari, RR, Shabrina, RP, Afrilia, AM , Waworuntu, M. faithuela G., Mingkid, E., & Himpong, MD (2021). Marketing Communication Strategy for Esspecto Coffee Tondano in Increasing the Number of Consumers During the Covid-19 Pandemic. Journal of Acta Diurna Communication , 1 (1), 1–8. https://ejournal.poltektegal.ac.id/index.php/siklus/article/view/298%0Ahttp://repositorio.unan.edu.ni/2986/1/5624.pdf%0Ahttp://dx. doi.org/10.1016/j.jana.2015.10.005%0Ahttp://www.biomedcentral.com/1471-2458/12/58%0Ahttp://ovidsp.ovid.com/ovidweb.cgi?T=JS&P
Putra, IR, & Gozali, H. (2018). The Influence of Untung Beliung Bri Britama Advertising on Television on Consumer Decisions in Saving. DISCOURSE, Scientific Journal of Communication Studies , 17 (1), 82. https://doi.org/10.32509/wacana.v17i1.514
Ratu, RG, Study, P., Business, A., Gunawan, C., Study, P., Business, A., & Advertising, E. (2020). The Influence of Emotional Advertising and Environmental Advertising . 14 (02), 1–11. https://www.researchgate.net/publication/344780795_PENGARUH_EMOTIONAL_ADVERTISING_DAN_ENVIRONMENT_ADVERTISING_TERHADAP_KEPUTUSAN_PEMBELIAN_PADA_MARKETPLACE_SHOPEE
Report: Q3 2021 E-commerce Competition Map . (n.d.). Retrieved March 19, 2023, from https://iprice.co.id/trend/insights/report-peta-persaingan-e-commerce-q3-2021/
Saputra, VE, & Widyatmoko, W. (2019). The Effect of Quality of Advertising Messages and Advertising Creativity on Advertising Attractiveness "It's Time to Use GO-JEK – Vertibokek." Prologia , 3 (1), 289. https://doi.org/10.24912/pr.v3i1.6253
Sarwono, RB, & Dharma. (2019). Examining the Aggressive Drives of the Students of the “Klithih” Actor in Yogyakarta . 1 (1).
Sumaa, S., Soegoto, AS, & Samadi, RL (2021). The Influence of Product Quality, Price and Social Media Ads on Buying Interest in Shopee E-Commerce (Study on Students of the Faculty of Economics and Business, Sam Ratulangi University, Manado). EMBA Journal : Journal of Economics, Management, Business and Accounting Research , 9 (4), 304–313. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36229
Sumiyati, S., & Murdiyanto, L. (2018). Tourism Marketing Communication Strategy to Increase Tourist Visits at Suwuk Beach, Kebumen Regency. DISCOURSE, Scientific Journal of Communication Studies , 17 (2), 171. https://doi.org/10.32509/wacana.v17i2.629
Yunita, D., Fitrianto, E., & . N. (2018). Humor Themes in Advertisements and Their Impact on Understanding Advertising Messages and Buying Readiness Stages. Sriwijaya Journal of Management and Business , 15 (2), 127–137. https://doi.org/10.29259/jmbs.v15i2.5700
Zhang, R., Fang, L., He, X., & Wei, C. (2023). The Whole Process of E-commerce Security Management System. In The Whole Process of E-commerce Security Management System . https://doi.org/10.1007/978-981-19-9458-6
Published
2023-10-24
How to Cite
Hamzah, A., & Adiprabowo, V. (2023). THE INFLUENCE OF "SHOPEE CRISTIANO RONALDO 9.9 " E-COMMERCE ADVERTISING ON STUDENTS’ SHOPPING INTEREST IN SPECIAL REGION OF YOGYAKARTA. Jurnal Ilmiah Ilmu Komunikasi Communique, 6(1), 1-17. https://doi.org/https://doi.org/10.62144/jikq.v6i1.211
Section
Articles
