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