The Influence of Advertising and Live Streaming Shopping on The Shopee Application on Buying Interest in Wardah Products in Yogyakarta City

Abstract

Wardah products still have to have a way to maintain and increase their sales in Shopee e-commerce, in order to become the number one product that is most superior and become the product that is most interested by the public. The problem of this study is that the sales level of Wardah products is lower than other beauty brand products, the Wardah brand has not been able to become the first choice product for consumers, the marketing strategy carried out to maintain consumer buying interest is still lacking, consumer buying interest in Wardah products is lower than other beauty brand products. This research is a survey research, with a quantitative method approach. In survey research, information is collected from respondents using a data collection tool, namely a questionnaire. This research was conducted in Yogyakarta City. The population of this study are all users of Wardah products in Yogyakarta City who buy their products online. The number of samples in the study were 112 respondents. The collected data were analyzed using multiple linear regression with the help of SPSS version 26 software. The results showed that (1) advertising has a positive and significant effect on purchase intention with the regression coefficient having a positive value of 0.224 with a t-count value of 3.615 and a significance level of 0.000 smaller than 0.05, (2) live streaming shopping has a positive and significant effect on purchase intention with a regression coefficient having a positive value of 0, 254 with a t-count value of 6.246 and a significance level of 0.000 less than 0.05, and (3) together advertising and live streaming shopping have a positive and significant effect on buying interest as evidenced by the statistical results of Fcount of 62.234 and a significance value of 0.000 less than
0.05. Likewise, the Adjusted R Square value obtained a value of 0.525, which means that the advertising and live streaming shopping variables have an influence of 52.5% on buying interest.