Peran Strategi Pemasaran Digital dalam Meningkatkan Minat Beli dan Loyalitas Pengguna Aplikasi Tokopedia (Studi pada Mahasiswa Politeknik Negeri Banjarmasin)
Keywords:
pemasaran digital, minat beli, loyalitasAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh strategi pemasaran digital Tokopedia terhadap minat beli dan loyalitas konsumennya. Metode penelitan kuantitatif digunakan dalam penelitian ini. Kuesioner dengan skala likert disebarkan kepada 40 orang mahasiswa Politeknik Negeri Banjarmasin pengguna aplikasi Tokopedia. Metode pengambilan sample yang digunakan adalah convenience sampling yaitu dengan membagikan kuesioner kepada mahasiswa yang sedang berada di kampus Politeknik Negeri Banjarmasin. Data yang diperoleh selanjutnya diolah menggunakan analisis jalur/ path analysis. Temuan penelitian ini menunjukkan bahwa variabel keberagaman produk dan promosi melalui media sosial berpengaruh terhadap minat beli online. Selain itu juga ditemukan bahwa minat beli juga memiliki pengaruh yang signifikan terhadap loyalitas meskipun kecil nilainya.
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