Pengaruh Iklan Shopee Program Flash Sale terhadap Minat Beli (Ibu Rumah Tangga) di Kota Pontianak

Haliyanti Asri; Yuni Firayanti; Tubagus Mahardika

Authors

Haliyanti Asri Universitas Nahdlatul Ulama Kalimantan Barat
Yuni Firayanti Universitas Nahdlatul Ulama Kalimantan Barat
Tubagus Mahardika Universitas Nahdlatul Ulama Kalimantan Barat

Keywords:

Flash Sale Program, Purchase Interest, Shopee Ads

Abstract

Technological developments are felt in various fields, one of which is online shopping or what is often called e-commerce. One of the e-commerce that is very popular nowadays is Shopee. Shopee has various programs, one of which is flash sales. This research aims to find out how much influence the Shopee flash sale program advertisement has on the buying interest of housewives in the city of Pontianak. This research uses quantitative methods with partial tests (t) and simple linear regression tests. The results of the partial test (t test) with a tcount of 7.279 are greater than the ttable value of 1.669 with a significance of 0.01 < 0.05. It can be concluded that the flash sale program advertisement has a positive and significant effect on housewives' buying interest because the tcount > ttable and the significant value is smaller than 0.05 so that Ho is rejected and Ha is accepted. The results of the simple linear regression test equation can be translated as a constant of 4.576, which means that the consistency value of the purchase interest variable is 4.576, the X regression coefficient is 0.499, which states that adding 1% of the value of the Y variable will increase by 0.499. The regression coefficient is positive, so it can be said that the direction of the influence of flash sale program advertising on buying interest is positive and based on the significance value obtained from the table above, it is 0.001 < 0.005, so it can be concluded that the flash sale program advertising variable has an effect on the buying interest variable.

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