Pengaruh Sponsorship Shopee Liga 1 dan E-Service Quality terhadap Minat Beli di E-Commerce Shopee pada Masyarakat Ciledug Kota Tangerang

Abstract

This study aims to determine how the influence of Sponsorship and E-Service Quality on Purchase Intention. This research was conducted on the Ciledug community of Tangerang City who used the Shopee application. The sample used is purposive sampling, which is calculated using the Slovin formula. Data processing and analysis techniques used include descriptive statistical analysis, multiple linear regression, classical assumption test, correlation coefficient analysis, multiple correlation coefficient analysis, and hypothesis testing. The results showed that partially sponsorship has a positive and insignificant effect on purchase pntention and partially E-Service Quality has a positive and significant effect on purchase intention. Simultaneously the two independent variables, namely, Sponsorship and E-Service Quality have a positive and significant effect on the dependent variable, Purchase Intention.

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Sponsorship dan E-Service Quality terhadap Minat Beli. Penelitian ini dilakukan terhadap masyarakat Ciledug Kota Tangerang yang menggunakan aplikasi Shopee . Sample yang digunakan adalah purposive sampling yaitu dihitung menggunakan rumus slovin Teknik pengolahan dan analisis data yang digunakan diantaranya, analisis statistik deskriptif, regresi linier berganda, uji asumsi klasik, nalisis koefisien korelasi, analisis koefisien korelasi berganda, dan uji hipotesis. Hasil penelitian menunjukan bahwa secara parsial Sponsorship  berpengaruh positif dan tidak signifikan terhadap Minat Beli dan secara parsial E-Service Quality berpengaruh positif dan signifikan terhadap Minat Beli. Secara simultan kedua variabel bebas yaitu, Sponsorship dan E-Service Quality berpengaruh positif dan signifikan terhadap variabel terikat, Minat Beli