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THE EFFECT OF DIGITAL MARKETING AND PRODUCT QUALITY ON CONSUMER PURCHASE INTEREST IN THE MARKETPLACE SHOPEE DURING PANDEMIC

Journal of Business Studies and Management Review · Vol. 5 No. 2 (2022) · hlm. 303–311

DOI
10.22437/jbsmr.v5i2.19026
ISSN
2597-6265, 2597-369X
Terbit
2022-07-08
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

The Covid-19 pandemic has stopped human mobility, and this has affected the economic sector in almost all countries. One strategy that can be done to survive during the pandemic is to trade online by promoting digitally in the marketplace using digital marketing. This study aims to analyze the effect of Digital Marketing and Product Quality on consumers' buying interest in the SHOPEE Marketplace during the pandemic simultaneously and partially. And, it aims to find out which factors are more dominant in influencing consumer buying interest in the SHOPEE marketplace during the pandemic. The research method used is descriptive quantitative with a sample of 100 respondents using purposive sampling technique. Data analysis used multiple linear regression. The results showed that Digital Marketing and Product Quality had a positive and significant effect on consumers' buying interest in the SHOPEE Marketplace during the pandemic simultaneously and partially. Product quality variables are more dominant in influencing consumer buying interest in the SHOPEE Marketplace during the pandemic

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 6 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">THE EFFECT OF DIGITAL MARKETING AND PRODUCT QUALITY ON CONSUMER PURCHASE INTEREST IN THE MARKETPLACE SHOPEE DURING PANDEMIC</dc:title>
	<dc:creator xml:lang="en">Safitri, Shelli</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Yuniarti, Yenni</dc:creator>
	<dc:subject xml:lang="en">Digital Marketing</dc:subject>
	<dc:subject xml:lang="en">Product Quality</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:description xml:lang="en">The Covid-19 pandemic has stopped human mobility, and this has affected the economic sector in almost all countries. One strategy that can be done to survive during the pandemic is to trade online by promoting digitally in the marketplace using digital marketing. This study aims to analyze the effect of Digital Marketing and Product Quality on consumers' buying interest in the SHOPEE Marketplace during the pandemic simultaneously and partially. And, it aims to find out which factors are more dominant in influencing consumer buying interest in the SHOPEE marketplace during the pandemic. The research method used is descriptive quantitative with a sample of 100 respondents using purposive sampling technique. Data analysis used multiple linear regression. The results showed that Digital Marketing and Product Quality had a positive and significant effect on consumers' buying interest in the SHOPEE Marketplace during the pandemic simultaneously and partially. Product quality variables are more dominant in influencing consumer buying interest in the SHOPEE Marketplace during the pandemic</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2022-07-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/19026</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v5i2.19026</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 5 No. 2 (2022): JBSMR, Vol. 5 No.2, June 2022; 303-311</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/19026/13707</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Shelli Safitri, Syahmardi Yacob, Yenni Yuniarti</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>