The Influence of Digital Marketing and the Ease of Use of the Shopee Marketplace Platform on the Purchase Intention of Digital Business Students at the Lamaddukelleng Institute of Law and Economics
DOI:
https://doi.org/10.67032/pje.v5i1.191Keywords:
digital marketing, ease of use, shopee, purchase intentionAbstract
This study aims to analyze the effects of digital marketing and the ease of use of the Shopee marketplace platform on the purchase intention of Digital Business students at the Lamaddukelleng Institute of Law and Economics, both partially and simultaneously. This study employed a quantitative approach involving 71 students who use Shopee as respondents. The data were analyzed using multiple linear regression, with hypothesis testing conducted through t-tests and an F-test. The results indicate that digital marketing has a positive and significant effect on students' purchase intention, with a regression coefficient of 0.290 and a significance value of 0.004. The ease of use of the platform also has a positive and significant effect on purchase intention, with a regression coefficient of 0.399 and a significance value below 0.001. Simultaneously, digital marketing and platform ease of use have a significant effect on purchase intention, as indicated by an F-statistic of 15.684 and a significance value below 0.001. The coefficient of determination (R²) of 0.316 indicates that the two variables jointly explain 31.6% of the variation in students' purchase intention, while the remaining 68.4% is associated with other factors outside the research model. Based on the standardized beta coefficients, platform ease of use has a relatively greater contribution than digital marketing. This study concludes that effective digital marketing strategies and ease of use are important factors in increasing students' purchase intention on the Shopee marketplace.
References
Agus Purwanto, Suharjum, & Asrul Jaya. (2024). Pengaruh Inovasi Produk dan Reputasi Perusahaan Dalam Meningkatkan Minat Konsumen Terhadap Jasa Travel Darmawan di Kabupaten Wajo. Precise Journal of Economic, 3(2), 14–20. Diambil dari https://jurnal.lamaddukelleng.ac.id/index.php/precise/article/view/131
Afifah, N., et al. (2025). Pengaruh digital marketing dan kemudahan penggunaan terhadap minat beli konsumen. Jurnal Penelitian Manajemen, 10(2), 123–135.
Andi Bau Salman, Aliana, & Fuji Pratiwi. (2025). Pengaruh Strategi Penetapan Harga Terhadap Minat Beli Konsumen: Studi Kasus Produk Mie Sedaap Goreng di Toko Anita. Precise Journal of Economic, 4(2), 70–84. Diambil dari https://jurnal.lamaddukelleng.ac.id/index.php/precise/article/view/160
Anggara, R., et al. (2023). Metode Analisis Regresi dalam Penelitian Kuantitatif. Jakarta: Salemba Empat.
APJII. (2023). Laporan Survei Penetrasi Internet Indonesia 2023. Asosiasi Penyelenggara Jasa Internet Indonesia.
Ardiansyah, R., & Zuhroh, S. (2024). Pengaruh kemudahan penggunaan terhadap minat beli pada platform e-commerce. Jurnal Manajemen Digital, 5(1), 45–56.
Assael, H. (2018). Consumer Behavior and Marketing Action (6th ed.). Boston: Cengage Learning.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Harlow: Pearson Education.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
Fadillah, A., et al. (2024). Penerapan Technology Acceptance Model (TAM) dalam Penelitian Sistem Informasi. Yogyakarta: Deepublish.
Ferdinand, A. (2014). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan digital marketing dalam meningkatkan minat beli konsumen. Jurnal Riset Bisnis dan Manajemen, 12(2), 45–52.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). New Jersey: Pearson Education.
Kuncoro, M. (2021). Metode Riset untuk Bisnis dan Ekonomi. Jakarta: Erlangga.
Laudon, K. C., & Laudon, J. P. (2020). Management Information Systems: Managing the Digital Firm (16th ed.). New York: Pearson.
Nazir, M. (2019). Metode Penelitian. Bogor: Ghalia Indonesia.
Pratama, A., & Supriyadi. (2021). Pengaruh kemudahan penggunaan terhadap minat beli pada marketplace. Jurnal Ekonomi dan Bisnis Digital, 4(2), 78–89.
Rahmawati, & Hidayat. (2023). Pengaruh pemasaran digital terhadap minat beli konsumen pada marketplace.
Ridwan, F. (2022). Teknik Analisis Data Penelitian Kuantitatif. Bandung: Alfabeta.
Romdona, S., Junista, S. S., & Gunawan, A. (2024). Teknik pengumpulan data: Observasi, wawancara dan kuesioner. JISOSEPOL: Jurnal Ilmu Sosial Ekonomi dan Politik, 3(1), 39–47.
Rosita, R., et al. (2021). Uji reliabilitas instrumen penelitian menggunakan Cronbach Alpha. Jurnal Statistik Terapan, 3(1), 10–18.
Ryan, D. (2017). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th ed.). London: Kogan Page.
Sari, D., & Wijaya, A. (2022). Pengaruh digital marketing dan kemudahan penggunaan terhadap minat beli konsumen. Jurnal Ilmu Manajemen, 8(1), 55–66.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). New York: Pearson.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Tjiptono, F., & Diana, A. (2020). Pemasaran. Yogyakarta: Andi.
Turban, E., et al. (2018). Electronic Commerce: A Managerial and Social Networks Perspective. Cham: Springer.
Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda. Decision Sciences, 39(2), 273–315.
Wardhana Haeruddin, et al. (2025). Strategi pemasaran digital pada marketplace Shopee. Jurnal Bisnis Digital Indonesia, 6(1), 1–12.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
