The Influence of Event Marketing and Quality of E-Commerce Shopee Services on Consumer Purchase Interest (Study on Students of Trunojoyo University, Madura)

Abstract

This study was conducted to determine the effect of event marketing and the quality This research uses quantitative methods used purposive sampling with the number of respondents as many as 99 students of Trunojoyo Madura University who used Shopee APK. Based on the results of partial research, the event marketing variable shows that the t-count value is 4.499 t table 1.985, and the significance value is 0.000 or 0.05, it can be concludedvariable event has a positive and significant effect on buying interest in e- commerce Shopeevariable event shows that the t arithmetic value is 4.499 t table 1.985, and the significance value is 0.000 or 0.05, so it can be concluded that the event marketing variable has a positive and significant effect on buying interest in Shopee e-commerce. The service quality variable shows that the t-count value is 3.370 t table 1.985, and the significance value is 0.001 or 0.05, it can be concluded that the service quality variable has a positive and significant effect on buying interest in e- commerce ShopeeBased on the simultaneous test, the significance value is 0.010 0.050 and F arithmetic F table is 4.887 3.093. So it can be concluded that the event marketing variable and the service quality variable jointly affect the buying interest variable in e- commerce Shopee