Minat Beli Konsumen “Shopee” Ditinjau Dari Iklan dan Gaya Hidup Masyarakat Kabupaten Lumajang

Abstract

This study aims to determine the effect of advertising and lifestyle on consumer buying interest in online stores shopee in Lumajang district. This research is a quantitative research. The population used in this study is shopee consumers who live in Lumajang district, and the sample used is as many as 60 respondents who have bought in online shop shopee at least 2 (two) times. The sampling technique uses non probability sampling by sampling method purposive sampling. The research method used is multiple linear regression analysis techniques. The results of this research are that there is a significant influence of advertising on the buying interest of shopee consumers in Lumajang district, there is a significant influence of lifestyle on the purchase interest of shopee consumers in Lumajang district, and there is an effect of advertising and lifestyle simultaneously on the buying interest of shopee consumers in the district Lumajang The results of the coefficient of determination show that 57.8% of buying interest is influenced by the independent variables of advertising and lifestyle, while the remaining 42.2% is influenced by other variables not examined. This study only examines advertising and lifestyle as factors that influence buying interest, it is hoped that the next researcher will examine other variables in different periods and places