DAYA TARIK LIVE STREAMING, POTONGAN HARGA, DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN MARKETPLACE SHOPEE

Abstract

Purchase interest is one of the most important factors in the progress of a business because it can support the income of the business. In the current century, competitors in the business world are getting tougher. To face the tight competition, every organization or service provider needs to pay attention to its customers. Therefore, the purpose of this study is to determine the effect of live streaming, discounts, and brand image on the purchase interest of Shopee marketplace consumers. This research is a descriptive analysis study using a quantitative approach. Sampling used a purposive sampling method with a total of 100 respondents. Data collection was carried out using a Likert scale questionnaire. The data analysis technique used multiple linear regression analysis. Hypothesis testing was carried out using the t-test and f-test. The results of the study show that: (1) live streaming has a positive and significant effect on purchase interest where the t-value is 20.451 and with a significance value of 0.000. (2) discounts have a positive and significant effect on purchasing interest, where the discount has a t-count of 2.457 and a significance value of 0.016 (3) brand image has a positive and significant effect on purchasing interest, where the brand image has a t-count of 6.492 and a significance value of 0.000 (4) live streaming, discounts, and brand image simultaneously have a significant effect on purchasing interest, this is evidenced by the f-count value of 53.360 and the f-table of 2.70 with a significance value of 0.000.