Analysis of The Influence of Situational Digital Advertising Through Online Video Sharing and Social Media Platform on Customers Intention to Purchase at E-Commerce Application Shopee
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Published:
Jan 6, 2024
Keywords:
Advertising, Shopping Interest, Youtube, Application
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Abstract
This research aims to determine the effect of advertising exposure on shopping interest. The paradigm used in this research is the positivism paradigm. This study uses a quantitative approach. This research uses non-experimental research methods with a type of method, namely the survey method. The population in this study were students. The number of samples in this research was 100. The primary data for this research uses data obtained from a questionnaire that has been distributed in the form of a Google Form. The linear regression test in this research uses product moments with SPSS version 24 for Windows. Based on the findings and discussion of the research that has been carried out, it can be concluded that the level of advertising exposure is in the medium category with a percentage of 60%. The level of interest in shopping through applications is also in the medium category, with a percentage of 40%. From the research results, it can be concluded that advertising exposure influences shopping interest. Based on the results of the t-value, namely 3.5 > 1.98, The coefficient of determination in this equation has a positive value of 12.5%. This figure means that the advertising exposure variable does not have a big influence on shopping interest at 12.5%. Other factors that were not considered in this study contributed the remaining 87.5%. So the conclusion is that if the advertising exposure variable increases, then interest in shopping through the application will also increase. Vice versa, if advertising exposure decreases, shopping interest also decreases.
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Ekaresty Haes, P., Dharmawan, D., Serius Nazara, D., Arwani, M., & Yuniarti Utami, E. (2024). Analysis of The Influence of Situational Digital Advertising Through Online Video Sharing and Social Media Platform on Customers Intention to Purchase at E-Commerce Application Shopee. Jurnal Informasi Dan Teknologi, 5(4), 291-297. https://doi.org/10.60083/jidt.v5i4.455
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References
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[27] Siswanto, A., Pratiwi, R., Rokhmawati, D., & Dharta, F. Y. (2023). Analysis Of Determinant Factors Employee Performance Of Directorate General Of Intellectual Property Rights Republic Of Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(6), 2493-2498.
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[31] Usmia, S., Syahribulan, Syamsinar, Nur Mahmudah, F., & Munizu, M. (2023). Design and Development of An Employee Attendance Application Using Android-Based Location Based Service at Human Resources Service Company. Jurnal Informasi Dan Teknologi, 5(4), 130-135.
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[3] Turyadi, I., Zulkifli, Z., Tawil, M. R., Ali, H., & Sadikin, A. (2023). The Role Of Digital Leadership In Organizations To Improve Employee Performance And Business Success. Jurnal Ekonomi, 12(02), 1671-1677.
[4] Suriadi, S., Rafid, M., Zulkifli, Z., Abdurohim, A., & Damirah, D. (2023). The Influence of Organizational Culture, Work Environment and Work Discipline on Job Satisfaction of Teachers at Boarding School. Journal on Education, 5(4), 14777-14781.
[5] Aziz, F., Mayasari, N., Sabhan, S., Zulkifli, Z., & Yasin, M. F. (2022). The Future of Human Rights in the Digital Age: Indonesian Perspectives and Challenges. Journal of Digital Law and Policy, 2(1), 29-40.
[6] Hendriyanto, D., Setiamika, M., & Primadewi, N. (2020). The effect of Ginkgo biloba against ototoxic hearing loss on advanced stage undifferentiated nasopharyngeal carcinoma receiving cisplatin chemotherapy. International Journal Of Nasopharyngeal Carcinoma, 2(02), 44-46.
[7] Nurcahyo, V. E., & Hendriyanto, D. (2020). The depression level effect on the QOL of patients with obstructive sleep apnea syndrome. Oto Rhino Laryngologica Indonesiana (ORLI), 50(2), 135-40.
[8] Haddar, G. A. H., Hendriyanto, D. ., Munandar, H. ., Kelibia, M. U. ., & Muhammadiah, M. . (2023). Analysis Of The Effectiveness Of Project Steam-Based Learning Model To Improve Students’ Critical Thinking Skills. Community Development Journal : Jurnal Pengabdian Masyarakat, 4(5), 10519–10525.
[9] Hendriyanto, D., & Helmi, H. Protective role of Nigella sativa oil against cisplatin-induced ototoxicity: a literature review. Journal of the Medical Sciences (Berkala Ilmu Kedokteran), 55(2).
[10] Sarah, S., Aswita, D., Ainun, N., Maulidar, M., & Azzarkasyi, M. (2022). The development of HOTS-based assessment instruments on educational statistics. International Journal of Trends in Mathematics Education Research, 5(1), 38-43.
[11] Jefriyanto, J., Ainun, N., & Al Ardha, M. A. (2023). Application of Naïve Bayes Classification to Analyze Performance Using Stopwords. Journal of Information System, Technology and Engineering, 1(2), 49-53.
[12] Ainun, N., & Jefriyanto, J. (2023). Development of Kirchoff’s Law Drawing Tools to Improve Student’s Science Skills in Learning Process of Direct Flow Circuits. Journal of Information System, Technology and Engineering, 1(2), 32-37.
[13] Mahdalela, R., Ainun, N., & Roslina, R. (2022, December). An Analysis of Students' Mathematical Communicative Skills in Solving Sets Problems at SMP Negeri 1 Darul Hikma Aceh Jaya. In Proceedings of International Conference on Multidiciplinary Research (Vol. 5, No. 2, pp. 70-81).
[14] Suryawati, I., Rahmani, R., & Ainun, N. (2022, November). Students' Mathematical Communication Ability through Blended Learning Model for Elementary School Students in Banda Aceh. In Proceedings of International Conference on Multidiciplinary Research (Vol. 5, No. 1, pp. 53-57).
[15] Mardiah, A. (2019). The Influence Of Store Layout, Interior Display, And Human Variable Related To Shopping Orientation At Matahari Basko Grand Mall Padang. Jurnal Ecogen, 2(1), 27-33.
[16] Sudirjo, F., Syamsuri, H., Mardiah, A., Widarman, A., & Novita, Y. (2023). Analysis of The Influence of Customer Perceived Benefit, Ease of Use and Sales Promotion on The Decision to Use Digital Wallets for Shopeepay Customers. Jurnal Sistim Informasi dan Teknologi, 63-68.
[17] Dharta, F. Y., Prasetyo, H., & Dema, Y. (2021). Influence of attitude on online impulse buying: perspective on marketing communication. Jurnal Studi Komunikasi, 5(3), 729-745.
[18] Budiarto, B. W., Haes, P. E., Nawarcono, W., Mardiah, A., & Apriyono, T. (2023). The Influence Of E-Customer Satisfaction, E-Service Quality And Sales Promotion On E-Customer Loyalty Of Tokopedia Customers. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(6), 2472-2479.
[19] Bilgies, A. F., Tawil, M. R., Mardiah, A., & Arief, I. (2023). Analysis of The Influence of Online Consumer Reviews, Seasonal Digital Advertising and Celebrity Endorsers on Repurchase Intention of E-Commerce Consumers. Jurnal Informasi dan Teknologi, 26-32.
[20] Ariawan, J., Tarigan, B. A., Mardiah, A., & Siahaan, F. S. (2023). Analysis of The Influence of Burnout, Job Satisfaction and Organizational Commitment on Turnover Intention of Electronic Manufacturer Employees in Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(5), 2016-2020.
[21] Setyawan, A. A. (2022). Effect of Quality Management Practices, and Digital Innovation on Organizational Performance Mediated by Competitiveness Strategy and Moderated by Industrial Collaboration at Vocational Colleges in Indonesia. ITALIENISCH, 12(2), 1096-1100.
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[24] Wijayanti, C. E., Wibowo, A., Suyudi, S., & Setyawan, A. (2020). Hubungan Efisiensi dan Efektifitas dengan Kepuasan Pengguna Sistem Pendukung Keputusan Pemberian Penghargaan Bagi Karyawan Pada Pabrik Plastik" Sukses Mandiri" di Sokaraja Wetan. Jurnal HUMMANSI (Humaniora, Manajemen, Akuntansi), 3(1), 47-55.
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[26] Nursanti, S., Dharta, F. Y., Chaerudin, C., Syam, S. P., & Purnama, R. N. (2022). Generation z's perceptions of health information about the Covid-19. Jurnal Studi Komunikasi, 6(2), 587-602.
[27] Siswanto, A., Pratiwi, R., Rokhmawati, D., & Dharta, F. Y. (2023). Analysis Of Determinant Factors Employee Performance Of Directorate General Of Intellectual Property Rights Republic Of Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(6), 2493-2498.
[28] Rahayu, Nuryani Tri, “TV Entertainment Views and the Reception of Pop Culture,” Jurnal Ilmiah Scriptura, vol. 3, no.1, pp. 28, 2019.
[29] Tasruddi, R, “Strategi Periklanan Dalam Perspektif Komunikasi Pemasaran,” Makasar: Alaudin University Press, 2021.
[30] Tannady, H., Susmantoro, T. D., & Hendra, T. (2023). The Application of Exponential Comparison Method and Analytical Hierarchy Process to Analyze Supply Chain Performance. Jurnal Sistim Informasi dan Teknologi, 58-62.
[31] Usmia, S., Syahribulan, Syamsinar, Nur Mahmudah, F., & Munizu, M. (2023). Design and Development of An Employee Attendance Application Using Android-Based Location Based Service at Human Resources Service Company. Jurnal Informasi Dan Teknologi, 5(4), 130-135.
[32] Wahdini, S., & Nurhayati, I. K, “The Effect of Exposure to the 2017 Ramayana Youtube Ad, My Happy Version on Brand Image,” E-Prodceeding of Management, no. 1476, pp. 1-7, 2018.