PENGARUH MEDIA SOSIAL DAN MARKETPLACE TERHADAP MINAT BELI PRODUK KAIN TENUN BIMA

Miftahul Jannah, NIM.: 21206051003 (2023) PENGARUH MEDIA SOSIAL DAN MARKETPLACE TERHADAP MINAT BELI PRODUK KAIN TENUN BIMA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Technological advances in the field of information and communication, the Internet has also developed to suit human needs, and people have even used it as a tool for buying and selling goods or services online, which has recently been called an online marketplace. With low sales of Bima woven products in 2021, this research wants to examine how social media and Marketplace influence the intention to buy Bima woven fabric products. The research method used is quantitative research with a descriptive approach, namely a research method based on positivism. The population in this study amounted to 248, from Instagram flowers as many as 144 flowers and Shopee followers as many as 104 followers. The total sample in this study was 71 respondents from a combination of Instagram flowers and Shopee followers of bima woven fabrics. The results of the study show that the social media variable has a significance value of 0.019, which is less than 0.05. Whereas for t count, a value of 2,396 > t table (1,996) is obtained, so the social media variable has an effect on the buying interest variable. Likewise, the Marketplace variable has a significance value of 0.044, this value is smaller than 0.05. Meanwhile, for t count, a value of 2,050 > t table (1,996) means that the Marketplace has an effect on the variable of buying interest. The religiosity variable has a significance value of 0.000, this value is less than 0.05. Whereas for t count, a value of 5,904 is obtained > t table (1,996), so religiosity affects the variable of buying interest.

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