THE EFFECT OF MARKETING COMMUNICATION STRATEGIES AND SOCIAL MEDIA MARKETING ON BUYING DECISION WITH PERCEIVED QUALITY AS INTERVENING VARIABLES IN SHOPEE APPLICATIONS

Abstract

This study aims to determine how much influence the Marketing Communication Strategy (MCS), Social Media Marketing (SMM), Perceived Quality (PQ) has on the Buying Decision (BD) on the Shopee application. The population used in this study are consumers who have accessed the Shopee application. The sample in this study was 115 respondents using the Non - Probability Sampling technique with a purposive sampling approach (sampling based on certain criteria, with the criteria of respondents who had used the Shopee application. Data was taken using a questionnaire via a google form, after the questionnaire results were collected then tabulation was carried out data using MS Excel and analyzed using Spss version 23. The results of this study indicate that the Marketing Communication Strategy (MCS) does not affect Perceived Quality (PQ). Social Media Marketing (SMM) does not affect Buying Decision (BD). Perceived Quality (PQ) has a positive and significant effect on Buying Decision (BD). The influence of Marketing Communication Strategy (MCS) on Buying Decision (BD) through Perceived Quality (PQ) as an intervening variable is accepted. 
 
 Keywords: Marketing Communication Strategy; Social Media Marketing; Perceived Quality; Buying Decision