THE INFUENCE OF DIGITAL MARKETING IN PURCHASING E-COMMERCE BUSINESS SHOPEE Ananda Audrey Sean Callista 12010118190372 University Of Diponegoro Introduction 1.1 Background The growing use of the internet makes users think creatively, come up with ideas, and create new ideas that are constantly being developed. One of the intermediary media that connects individuals is social media. Indonesia as an active internet user has various kinds of social media as follows: Youtube, Instagram, Twitter, Facebook, Line, and Whatsapp. Generally, social media is used to send greetings with friends, relatives, or be used as a business opportunity. Apart from social media, Indonesia also uses services (platforms) that allow users to make transactions and sell goods or services online or offline. As for the type of online shopping application in Indonesia that is often used by buyers, such as SHOPEE. The development of the digital economy industry in Indonesia has successfully managed in several e-commerce sites maintaining the brand's existence. According to a survey conducted by MarkPlus (2018), SHOPEE was ranked first as the e-commerce most frequently used by 37% of users in Indonesia. SHOPEE achieves the highest awareness because it often does digital marketing. High traffic awareness will increase. Lazada is followed by 20.2% of users, and India by 20%. There are many factors that must be considered so that digital marketing can affect the consumer buying interest. Factors such as the combination of brands that illustrate how a company symbol, brand, and diversity can compare the seller's product with competitors. Pay attention to the factors that share content, describe how sharing content with social media and online users can improve business relationships, and influence consumer buying interest. Pay attention to the communication factor, describe how the communication between the seller and the buyer is, share the message and the story, and respond to the customer. Paying attention to the engagement factor, describes how the ongoing interactional communication can provide feedback. As for the factors that are thought to influence consumer buying interest, 1.2 Research Problem Based on the description above background, then for the formulation of the problem which is as follows; a) Whether the Influencers affect the interest of the buy online on the site Shopee. b) how to influence the influencers against the interest of the buy online on the site Shopee. c) Analyze the influence of the attractiveness of the influencer to the interest buy online on the Shopee site. d) Analyze the influence of the power of influencers to interest buy online on the site Shopee 1.3 Aim and Objectives Based on the description above background, this research aims to: a) Analyze the influence of the visibility of the influencers against the interest of the buy online on the site Shopee. b) Analyze the influence of the credibility of the influencer to the interest buy online on the Shopee site. c) Analyze the influence of the attractiveness of the influencer to the interest buy online on the Shopee site. d) Analyze the influence of the power of influencers to interest buy online on the Shopee site. 1.4 Thesis outline Chapter 1 Introduction. In this chapter it introduces the background of the paper, the reasons the author choose this topic, and the aim and objectives. Chapter 2 Literature review. In this chapter include a clear statement of the topic and its parameters. Chapter 3 Methodology. In this chapter, it explains the method and the steps they use for conducting the research. The author will explain the which method, approach, steps, data they will use on the thesis. 2. Literature Review 2.1 Digital Marketing The effort made to reach out to potential buyers by introducing a trademark or service through digital media can be defined as digital marketing. With the use of digital media in marketing his products, the entrepreneur can market the product in a timely, personal, and more relevant. According to Progress Tech (2016) started the year 2014 the number of ads that are installed on the internet already beat the ads on television. Digital marketing is constantly increased by 137%, and as much as 72% of consumers connect with a brand of their choice that exists in digital marketing. This amount is quite large compared to consumers who choose to shop in conventional stores. 2.2 Influencer Brands are marketed all over the world almost, mostly advertised by influential people like celebrities. Can also advertise the brand through ordinary people but have the influence of community followers such as follower that many on social media. The message delivered by the source of interesting or famous can attract more attention and recollection. (Kotler & Keller, 2009b, p. 181). Of course, the selection of influencers should be based on the planning cost set out in accordance with the ability of the company. According To (A. Rahman, 2016, p. 92) in Shimp (2002) in Husein (2008) explains that influencers are supporters of advertising or also known as the star of the ads that support the products which are advertised. an influencer is an icon or a specific figure which is often also referred to as the direct source (direct sources) to deliver a message or demonstrate a product or service in the promotion of activities aiming to support the effectiveness of the delivery of product messages ( Suryadi, 2006: 132; Belch & Belch, 2004: 168). Banyuwangi regent in his Anti-Mainstream Marketing (Anwar, 2019, p.56) has the principle that a satisfied customer is the best source of advertisement. To every governor, regent, investors, celebrities, artists, businessmen, or tourists who come to Bayuwangi, always tell all the uniqueness of the destinations and attractions they have. It is intended that such persons are impressed and then tell it to others Word of mouth is between 8.5 and 30 times more effective than traditional media (Jonah Berger, Word of Mouth of the teacher). Furthermore, Tung Desem Waringin in the book Marketing Revolution states that influencer events almost the same as the referral. The difference in the referral usually one person invites one person to a maximum a few people while in the endorsement one person can invite a thousand people or all people in the categories (K., 2008, p. Sixtythree) In a study, the extension has shown two common attributes in contributing to the effectiveness of the influencer ie, credibility and attractiveness. Furthermore, in (A. Shimp, 2014, p. 259) characteristics of influencers can use the model attributes five TEARS as follows: a) Trustworthy (the trust) are assets that can be trusted and as someone who can be relied upon b) Expertise is characteristics who have special skills, knowledge, or abilities in connection with supported brands c) Physical Attractiveness (physical attractiveness) is a trait that is perceived as fun to be seen in terms of the concept of the attractiveness of a certain group d) Respect (respect) is the quality of being admired or even appreciated because of the quality and achievement of one's personal e) Similarity (similarity) is the extent to which influencers have a match with the audience in terms of characteristics related to the relationship support (age, gender, ethnicity, etc.) 2.3 Purchase Decisions According to Boyd Walker's purchase, decision-making is an approach to solving problems on human activities, buy a product to meet your wants and needs. Consumer behavior by the things that underlie a consumer to make a purchase decision. As for such matters are the process and activity when a person (the consumer) is associated with the search, selection, purchase, use, and evaluation of products and services to meet the needs and desires. According to Swastha and Irwan (2008: 118), the purchase decision is the consumer understanding about the desire and need for a product with a rate from existing sources by specifying the purpose of the purchase as well as identify alternatives so that the decisionmakers to buy which is accompanied by behavior after making a purchase. While Irwan and Farid (2000: 41) suggest a purchase decision is the stage of assessment of the decisions which led to the buyer's form of choice among some of the brands that are incorporated in the device options and form an intention to buy. Consumer behavior will determine the decisions in the purchase of them. Such a process is an approach to problem-solving which consists of six stages, namely: analyzing wants and needs, assess some of the existing sources, establish the purpose of the purchase, identifies the purchase alternative, decide to buy, and behavior after purchase . According to the marine resources and Sopiah (2013: 119), the decision is the result of a thought process in the form of the selection of one among several alternative options that can be used to solve problems. Stage-the stage of the Purchase Decision Process According to Kotler and Keller, five stages are traversed by consumers in making purchase decisions, namely: a) problem Recognition the buying Process starts from the buyer recognizes a problem or need consumers. b) Information Search the Consumer will be encouraged to seek more information to find out their needs. c) Evaluation of Alternatives Consumers process information from a variety of brands that compete and make the final assessment of the needs to be purchased. d) Purchase Decision After the evaluation stage, consumers create a list of tables of top brands in the options. Consumers also make the final decision to buy the most preferred brand for meeting their needs. 3. Methodology This research type is quantitative research. This research consists of the visibility (visibility) influencers, credibility (credibility) influencers, attraction (attractiveness) influencers, and strength (power) of influencers as the independent variable and purchase intention as the dependent variables. The population in the research is the entire students of the University of Muhammadiyah Surakarta class of 2014-2017 that have been accessing the site online shopping although shopping. The sampling technique used is purposive sampling technique with predetermined criteria. Sample the download or use of 120 respondents. The Data used in the study are primary data sourced from the questionnaire. The data analysis method used is the Multiple Linear Regression Test. Visibility (X1) H1 Credibility (X2) Attractiveness (X3) Strength (X4) H2 H3 Purchase Interes t (Y) H4 Figure 1 Framework N0 Question 1 Does advertising on social media platforms make you tempted to buy products at Shopee? give reasons why. 2 What do you think is the most effective platform to attract you to buy products at Shopee? Mention examples: (Instagram, youtube ads etc.) 3 What are your considerations in buying a product at Shopee? 4 How often because of your ad buying Shopee products 5 What makes the digital platform successful in influencing you in making decisions to buy products at Shopee? Chapter 4 Result and Discussion 4.1. Respondent Description This research is using a quantitative method ,, and the result is educate of charts and numbers. The reason of this investigates is to analyze whether social media influencers have an affect on brand picture and buy purposeful. With that reason in intellect, the collected information through survey from 32 respondents who regularly utilized social media and online shops. The made survey has 5 required questions and 1 discretionary address. 4.2. Result 4.2.1 Does the advertisement on the social media platform make you tempted to buy products on Shopee? Table 1: No. Response Percentage 1. Yes 53% 2. No. 28% 3. Somethis 19% 4.2.2 What do you think is the most effective platform to attract you to buy products in shopee? Table 2: No. Response Percentage 1. Instagram 81% 2. Tik-Tok 19% 4.2.3What are your considerations in buying a product at Shopee? Table 3: No. Response Percentage 1. Aunthenticity 22% 2. Review 56% 3 Free Postage 1% 4 Price 9% 5 Other 9% 4.2.4How often because your ad buys Shopee products? Table 4: No. Response Percentage 1. 1 33% 2. 2 27% 3 3 20% 4 4 13% 5 5 7% 4.2.5What makes a successful digital platform influence you in make the decision to buy products at shopee? Table 5: No. Response Percentage 1. Easy 7% 2. Price 20% 3 Ads 20% 4 Interesting 17% 5 Discount 20% 6 Review 17% 4.3 Discussion The results of this study support the results of research conducted by Grace, Ariyanti, and Zuliestiana (2016), Harly and Octavia (2014), and Cakmak (2015) which states that visibility (visibility) has a positive and significant influence on buying interest . If an influencer is a person who is popular and friendly, and has an attractive appearance, as well as influencers in promoting the company's products is good then the consumers will have interest in buying the products offered by the company. Past research conducted by Harly and Octavia (2014), Rini and Astute (2012), and Hair (2009) states that credibility (credibility) has a positive and significant influence on buying interest. If celebrities endorse consistently promote a product with the interesting, and the celebrities endorse able to convey messages from companies to consumers related to the products offered. When celebrities endorse reliable and always honest in conveying the advertising message of the company then the consumer will be interested to buy the product in the Shopee because are interested and already believe. Furthermore, research conducted by Rochmania and Prabowo (2016) and Smaoui (2011) states that attraction (attractiveness) has a positive and significant influence on buying interest. The appearance that is attractive and fun to be seen from a celebrity, be endorsed in the Shopee and the paras will cause attraction and make consumers have the interest to visit Shopee to buy the products offered by the celebrities endorse these. Last, research conducted by Raty eka (2017) and Stanton (2008) stated that strength (power) has a positive and significant influence on buying interest. At the time of delivery of advertisements, celebrity-endorsed have a very big influence to attract the buying interest of the consumer, and celebrity-endorsed can convince consumers related to the product that they offer in the Shopee, as well as the personal characteristics of endorse celebrities to be a role model for consumers in buying a product because they feel like a celebrity when buying the products offered. Then from there, growing interest from consumers to buy products on the site Shopee contained celebrity idols. 5. Conclusion Based on the results of research and discussion, it can be withdrawn the following conclusions: 1. Social media is proven to have an influence on buying interest consumers who display videos, photos or images with a context, communication, collaboration, and connection. The better the media content, social service, provided it will have its influence, it is also better to influence consumer buying interest. 2. Based on data that we already collected, From the 33 total respondents, 69.7% had purchased a product as a result of an influencer recommendation. This proves that social media influencers have an impact on buying interest because most of the respondents feel helped by the promotion by the influencer to find good items that can also increase brand image. 6. CLOSING Based on the results of research and discussion, it can be concluded that the visibility (visibility) of a celebrity influencer, credibility (credibility) celebrity influencers, attraction (attractiveness) of a celebrity influencer, and the power (power) celebrity influencers have a significant influence on buying interest from Shopee in implementing marketing strategies. Suggestions researchers for further research among other things should be done on a variety of companies online (online) better Shopee or the like, it is intended that the results of the research can compare the purchase interests of each consumer segment. 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