Pengaruh Promosi Influencer Dan Inovasi Produk Terhadap Minat Beli Konsumen Di Market Place Shopee (Studi Kasus Pada Mahasiswa Unit Kreativitas Mahasiswa Korps Protokoler Mahasiswa Universitas Islam Malang)

Abstract

Abstrak

 

The purpose of this study was to determine the effect of influencer promotion and product innovation on consumer buying interest in the shopee market place. Based on the phenomenon that occurs, consumers will be interested or interested in buying a product if the offer presented is attractive, has a characteristic, carries out promotions on various social media and also does influencer promotions that can have an influence. In this study, this type of research uses explanatory research. The population in this study were students of the student creativity unit of the protocol corps of students at the Islamic University of Malang (UKM KPM UNISMA) with a total of 63 people. and the sample used is a saturated sample which is a member and management of UKM KPM UNISMA, totaling 63 people. In this study using multiple linear regression analysis, classical assumption test and hypothesis testing using f test and t test. The results obtained in this study indicate that influencer promotion and product innovation have a positive and significant influence on consumer buying interest either simultaneously or partially.

 Keywords : Influencer Promotion, Product Innovation and Purchase Interest