Pengaruh Affiliate Marketing dan Product Quality terhadap Purchase Interest pada Marketplace Shopee di Kota Medan

Abstract

The development of the digital era has driven changes in the world of commerce, where online marketplaces like Shopee are becoming increasingly popular. Shopee, as one of the most popular marketplaces in Indonesia, utilizes affiliate marketing and product quality strategies to enhance consumer purchase interest. Medan was chosen as the research location as it is the largest city outside Java with a high growth rate of marketplace users, making it a potential market for Shopee. This research aims to analyze the influence of affiliate marketing and product quality on purchase interest in Shopee's marketplace in Medan. This research employs quantitative method with associative approach. Primary data was obtained through questionnaires distributed both directly and online to 96 respondents selected using purposive sampling techniques. Secondary data was obtained through literature review. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The data was processed using statistical data analysis software. The research result shows that affiliate marketing has significant influence on purchase interest, with a t-value of 6.100 and significance level of <0.001. The next research result shows that product quality also significantly affects purchase interest, with t-value of 4.053 and significance level of <0.001. Simultaneously, affiliate marketing and product quality contribute 80.9% to purchase interest, while the remaining 19.1% is influenced by other factors beyond this research.