Analisis Pengaruh Event Marketing, Flash Sale, E-WOM dan Brand Image terhadap Keputusan Pembelian di Marketplace Shopee

Abstract

This study aims to determine the effect of event marketing, flash sales, e-wom, and brand image on purchasing decisions at the Shopee marketplace in Samarinda City. This research is quantitative research with the data analysis method using the model fixity test, classical assumption test, and multiple linear regression analysis. The population is Shopee users in Samarinda City, with 100 respondents as the sample. In collecting data, this study used a questionnaire that had been tested for validity and reliability. The questionnaire was then distributed using a questionnaire as data collection material which was then analyzed with software, namely SPSS. Based on the results of the partial test research, the event marketing, flash sale, e-wom, and brand image variables have a positive and significant influence on the purchasing decision variable with a value of 0.046 for the event marketing variable, a value of 0.011 for the flash sale variable, a value of 0.042 for the e-wom variable, and a value of 0.011 for the brand image variable. Likewise, simultaneously all independent variables have a positive and significant influence on purchasing decisions with a significant value of 0.000. For the coefficient of determination value (adj R2) 33% of purchasing decisions are influenced by event marketing, flash sales, e-wom, and brand image, the remaining 67% are influenced by other variables outside the scope of this study.