| dc.description.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. | en_US |
