Analisis Perbandingan Promosi Penjualan dan E-WOM Produk Fashion di Marketplace Terhadap Minat Beli Selama Masa COVID-19.
Abstract
Pandemi COVID-19 di Indonesia menyebabkan pola perilaku konsumen
masyarakat berubah sehingga harus menyesuaikan dengan situasi dan kondisi. Segala
kegiatan yang biasanya dilakukan di luar rumah harus diminimalisir oleh masyarakat.
Tokopedia dan Shopee merupakan suatu marketplace yang sedang berkembang dan
paling banyak digunakan oleh masyarakat Indonesia. Penelitian ini memiliki tujuan
untuk mengetahui pengaruh promosi penjualan dan E-WOM terhadap minat beli
produk fashion selama masa pandemi COVID-19. Penelitian dilakukan di Provinsi
Sumatera Barat pada bulan Januari – Juni 2022. Jumlah sampel penelitian ini sebanyak
130 sampel dengan menggunakan metode purposive sampling. Metode yang
digunakan ialah analisis deskriptif dan SEM-PLS. Hasil penelitian ini menunjukan
bahwa pada marketplace Shopee dan Tokopedia promosi penjualan tidak berpengaruh,
sedangkan E-WOM berpengaruh nyata positif terhadap minat beli produk fashion The COVID-19 pandemic in Indonesia has caused people's consumer behavior
patterns to change so they have to adapt to situations and conditions. All activities that
are usually carried out outside the home must be minimized by the community.
Tokopedia and Shopee are a growing marketplace and are most widely used by the
people of Indonesia. This study aims to determine the effect of sales promotion and E WOM on interest in buying fashion products during the COVID-19 pandemic. The
study was conducted in West Sumatra Province in January – June 2022. The number
of samples in this study was 130 samples using the purposive sampling method. The
method used is descriptive analysis and SEM-PLS. The results of this study indicate
that the Shopee and Tokopedia sales promotions have no effect,while E-WOM
marketplaces have a significant positive effect on buying interest in fashion products
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