Factors Influencing the Buying Interest of Muslim Teenagers in the City of Tegal of the Shopee Application Users

Abstract

This research aims to determine the influence of digital marketing and celebrity endorsers on application users' purchasing interest. This research uses a type of field research that uses quantitative methods or approaches that use data sources from questionnaires, journals, books and articles related to research. The data used through questionnaires and documentation was then collected and analyzed using multiple regression. Based on the descriptions presented in the previous chapters, it is proven that digital marketing has a positive influence on the buying interest of Shopee application users. This is proven by the calculated t value of 6.037 which is greater than the t table of 1.660 with a sig value. equal to 0.000 < 0.05 (significant). Celebrity endorsers have a positive influence on the buying interest of Shopee application users. This is proven by the calculated t value of 16.284, which is greater than the t table, namely 1.660 with a sig value. equal to 0.000 < 0.05 (significant)