PENGARUH PROMOSI, RATING, DAN, CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA ONLINE SHOP TOKOPEDIA (STUDI PADA MAHASISWA S1 STIESIA SURABAYA)

Abstract

Purchasing products online provides the easiness of users in an online shop, one of which is through Tokopedia. The ease of online shopping has several factors that can influence buying interest. This study aims to determine the influence of Promotion, Rating, and Brand Image on Buying Interest of Tokopedia consumers at STIESIA Surabaya. The research was quantitative. Moreover, the data collection technique used nonprobability sampling, in which the sample was taken based on some limitations for respondents who fulfilled the criteria. The instrument in the data collection technique was a questionnaire distributed to 98 Management students in STIESIA Surabaya. Furthermore, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 29. Based on the results obtained using the hypothesis test (t), it indicates that the promotion, rating, and brand image variables have a significant influence on buying interest.