PENGARUH TERPAAN IKLAN TOKOPEDIA X BTS “WAKTU INDONESIA BELANJA” DI MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN

Abstract

The development of internet technology is currently growing very rapidly, making almost all activities carried out using the internet. One significant change occurs in marketing activities which are marked by digital shopping activities. Tokopedia is a marketplace in Indonesia whose development is relatively rapid, making it the marketplace of choice for many Indonesian people. The emergence of shopping activities through networks or called online shops has created a consumer culture. Changes in people's shopping activities from conventional shopping to online shopping have an impact on changes in shopping behavior for almost all generations. Sellers use various types of social media to advertise their products so that prospective buyers get a variety of choices before making a purchase. The purpose of this study was to determine the effect of exposure to Tokopedia X BTS Waktu Indonesia Belanja advertisements on YouTube on the buying interest of the audience in the Tokopedia application. The research method used is quantitative by distributing questionnaires. The sampling technique used purposive sampling with 100 respondents in the Jakarta and Bekasi areas. The results showed that advertising had a significant positive effect on interest.