Abdurrahman, Abdurrahman (2025) Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Pada Marketplace Shopee (studi Kasus Mahasiswa Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of digital marketing on consumer buying interest in the SHOPEE marketplace. This study uses a sample of 100 respondents, the respondents are Pekanbaru city students who have visited the SHOPEE marketplace. Sources of data used are primary data and secondary data, and the data collection method in this study used a questionnaire. The test used to test the research instrument is in the form of validity and reliability tests. The data analysis technique used descriptive statistics, classical assumption test, and simple regression analysis. The results of this study indicate that the independent variable of Digital Marketing can affect the dependent variable of Consumer Buying Interest. Based on the results of partial hypothesis testing, the independent variable Digital Marketing has a significant and positive effect on Consumer Buying Interest.

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