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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) · pp. 303–311

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

Abstract

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

Keywords

Collaboration network of the authors

40 authors · 101 co-authorship links · showing the 40 most connected

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  • Hasanuddin University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Co-authorOrganisationJoint articles
Tona Aurora LubisAffiliation unknown9
Johannes JohannesAffiliation unknown5
Musnaini MusnainiAffiliation unknown5
Sry RositaAffiliation unknown3
Agus SolikhinAffiliation unknown2
Anggia Agustini SaputriAffiliation unknown2
Hanan Laras SabrinaAffiliation unknown2
Yenny YuniartiAffiliation unknown2
Novita SariAffiliation unknown2
Andang FazriAffiliation unknown1
Ratih KusumastutiAffiliation unknown1
Husni HasbullahAffiliation unknown1
Dian Mala Fithriani AiraAffiliation unknown1
RAJA SARAH FATRICIAAffiliation unknown1
Nabila Aufa NadyaAffiliation unknown1
WAWAN NOVIANTOAffiliation unknown1
Sri RahayuHasanuddin University1
Amri AmirAffiliation unknown1
RIKA LIDYAHAffiliation unknown1
YULHASMIDA YULHASMIDAAffiliation unknown1
Dara SoniaAffiliation unknown1
Lilis SuryaniAffiliation unknown1
Lidya Pusparina SiraitAffiliation unknown1
Ade Titi NifitaAffiliation unknown1
Alya Ananda RielAffiliation unknown1
Zulfina AdrianiAffiliation unknown1
Muhammad NopbrimaAffiliation unknown1
Dede SulemanAffiliation unknown1
Feyza Muhammad IkhsanAffiliation unknown1
Levi SelviaAffiliation unknown1
Singki OktavianiAffiliation unknown1
Ade OctaviaAffiliation unknown1
adeAffiliation unknown1
Johni Paul Karolus PasaribuAffiliation unknown1
syahmardiAffiliation unknown1
Tassya Fitri Ramadhani TassyaAffiliation unknown1
YuliarnitaAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>
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