| dc.description.abstract | The high interest in online shopping in the community has made many new
e-commerce pop up in Indonesia, one of which is Shopee. The Shopee Affiliate
program helps consumers to get direct product reviews. The "special dates"
promo program gives the impression to consumers to buy products on these dates
because they get cheaper prices. These two things are some of the considerations
for consumers to make purchases at Shopee.
This study aims to analyze the effect of affiliate marketing and "special
dates" promos on purchasing decisions for students who use the Shopee
application in Medan City. The influence between affiliate marketing and "special
dates" promos will be analyzed partially and simultaneously on purchasing
decisions.
The form of research is quantitative research with an associative
approach. Sampling was done through purposive sampling technique and used
100 respondents as samples. The primary data used was obtained by distributing
questionnaires directly and through google form while secondary data was
obtained through literature studies. The data analysis methods used are validity
test, reliability test, classical assumption test, multiple linear regression analysis,
and hypothesis testing.
The results of the research conducted show that the affiliate marketing
variable (X1) and the "special dates" promo (X2) partially and simultaneously
have a significant effect on purchasing decisions. The coefficient of determination
test shows that there is a fairly close relationship between affiliate marketing and
"special dates" promos on purchasing decisions with an R value of 0.851.
Through the adjusted R square value, it is also known that the affiliate marketing
variable and the "special dates" promo contribute 71.9% to the purchasing
decision variable, while the remaining 28.1% is influenced by other variables not
discussed in this study | en_US |
