Pengaruh Marketing Campaign #Waktuindonesiabelanja dan Brand Equity terhadap Keputusan Pembelian Pada Konsumen di Tokopedia (Studi pada Mahasiswa di Kota Medan)

Abstract

Indonesia is a country with the highest number of e-commerce users in the world, with an estimated transaction value in 2022 was Rp 476.3 trillion. This has led to intense competition among e-commerce companies to lead the market in Indonesia, including Tokopedia as an Indonesian e-commerce company. Therefore, Tokopedia needs to develop various strategies to win the competition. This research aims to determine the influence of #WaktuIndonesiaBelanja marketing campaign on purchase decisions at Tokopedia, understand the influence of brand equity on purchase decisions at Tokopedia, and understand the influence of #WaktuIndonesiaBelanja marketing campaign and brand equity on purchase decisions at Tokopedia. This study uses a quantitative research design with an associative approach. The population of this study consists of Tokopedia users who were college students in Medan and the sample is 100 respondents with sampling technique using purposive sampling. Data collection for this research involves primary data obtained by distributing questionnaires directly and via google forms, while secondary data was obtained through literature review. The data analysis methods used are descriptive analysis, validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study conclude that #WaktuIndonesiaBelanja marketing campaign (X1) and brand equity (X2) significantly influence purchase decisions (Y), both partially and simultaneously on purchasing decisions (Y). The coefficient of determination test indicates a strong relationship between #WaktuIndonesia Belanja marketing campaign and brand equity on purchase decisions at Tokopedia, with a correlation coefficient (R) value 0.729. The Adjusted R Square value in this study indicates that the variables of #WaktuIndonesiaBelanja marketing campaign and brand equity can explain the purchasing decision variable by 52.1%.