Pengaruh Iklan E-Commerce Shopee 11.11 di Trans TV Terhadap Perilaku Membeli Pada Ibu Rumah Tangga di Trenggalek

Abstract

Abstract

Marketing communications are affected by technological advances. The development of internet technology in Indonesia is followed by the growth of e-commerce companies. E-commerce is electronic commerce where one can distribute, buy, and sell various types of products. This study aims to prove the effect of Shopee 11.11 e-commerce advertisements on Trans TV on the buying behavior of housewives in Karangsoko Village, Trenggalek District, Trenggalek Regency. This type of research is classified as descriptive with a quantitative approach. The data in this study were obtained by means of a survey in the form of observation and distributing questionnaires to 95 respondents who had previously been determined by simple random sampling technique. Then carried out various statistical tests to obtain conclusions.value of tcount (4,503) > ttable (0.212) and the value of Fcount 318,722 > Ftable 3.07 which means that there is a linear relationship between X and Y variables or it can be said that the Shopee 11.11 E-commerce Advertising variable on Trans TV has an effect on buying behavior of housewives in Karangsoko Village, Trenggalek District, Trenggalek Regency. The value of correlation or relationship (R) is 0.774. From this value, the coefficient of determination (Rsquare) of 77.4 means that the effect of the independent variable (Shopee 11.11 advertisement) on the dependent variable (buying behavior of housewives) is 77.4% while the rest (100% - 77.4% = 22.6%) caused by other factors not examined in this study.

Keywords: Advertising, Shopee, Buying Behavior