PENGARUH PROMOSI DIGITAL MARKETING, CELEBRITY ENDORSE DAN VIRAL MARKETING PADA PURCHASE INTENTION APLIKASI SHOPEE

The rapid development of internet technology has significantly impacted business operations, especially in the e-commerce sector. Shopee, as one of the leading e-commerce platforms in Indonesia, has leveraged digital marketing, celebrity endorsement, and viral marketing to attract consumers. This study aims to evaluate the impact of these three digital marketing strategies on the purchase intention of Shopee app users among Management students at Universitas Pelita Bangsa, class of 2020. A quantitative approach with a multiple linear regression design was employed. The independent variables include Digital Marketing, Celebrity Endorsement, and Viral Marketing, while the dependent variable is Purchase Intention. Data was collected through a questionnaire using purposive sampling, resulting in a sample of 93 respondents who are Shopee users. Validity and reliability tests of the instruments were conducted using SPSS. Data analysis included classical assumption tests, multiple linear regression, and hypothesis testing to determine the significant impact of each independent variable on purchase intention. The results indicate that all three independent variables have a positive and significant effect on Purchase Intention. Digital Marketing, with a coefficient of 0.300, Celebrity Endorsement, with a coefficient of 0.086, and Viral Marketing, with a coefficient of 0.769, all significantly contribute to increasing purchase intention. With an R-square value of 0.648, the model explains 64.8% of the variation in Purchase Intention, indicating that digital marketing strategies, celebrity endorsement, and viral marketing are highly effective in influencing Shopee users' purchase intentions.

Keywords: Digital Marketing, Celebrity Endorsement, Viral Marketing, Purchase Intention, Shopee, E-commerce.
1) Mahasiswa
2) Dosen Pembimbing