armansyah Msarusu, Jajang Suherman, Mutiara Ramadhani Latif Latif

The Influence of Digital Marketing and Perceived Ease of Use on Consumer Purchase Intention in the Shopee Marketplace

Introduction

The influence of digital marketing and perceived ease of use on consumer purchase intention in the shopee marketplace. Analyze digital marketing & perceived ease of use influence on consumer purchase intention in Shopee. Study shows both positively impact buying behavior on the marketplace.

Abstract

The rapid development of digital technology has significantly influenced consumer shopping behavior, particularly through online marketplaces. This study aims to analyze the influence of digital marketing and perceived ease of use of the Shopee marketplace on consumer purchase intention. The research was conducted among Shopee users in Indonesia who had previously made transactions on the platform. A quantitative research design with a survey approach was employed, involving 110 respondents selected using purposive sampling. Data were collected through structured questionnaires and analyzed using multiple linear regression. The results show that digital marketing has a positive and significant effect on consumer purchase intention (? = 0.421; p < 0.05). Perceived ease of use also has a positive and significant effect on purchase intention (? = 0.356; p < 0.05). Furthermore, the simultaneous test indicates that digital marketing and perceived ease of use significantly influence consumer purchase intention (F = 42.317; p < 0.05). These findings highlight the importance of effective digital marketing strategies and user-friendly platform design in increasing consumers’ intention to purchase through online marketplaces.

Review

This study provides a timely and relevant investigation into the critical factors influencing consumer purchase intention within the Shopee marketplace, specifically focusing on digital marketing and perceived ease of use. The research employs a clear quantitative methodology, utilizing multiple linear regression to analyze data from 110 Shopee users in Indonesia. The findings are statistically robust, demonstrating a positive and significant impact of both digital marketing and perceived ease of use on purchase intention, individually and simultaneously. This empirical evidence offers valuable insights for e-commerce platforms seeking to optimize their marketing strategies and platform design to enhance consumer engagement and conversion rates. Despite its valuable contributions, the study exhibits certain limitations that warrant consideration. The sample size of 110 respondents, while sufficient to yield significant statistical results, is relatively small, which may restrict the broader generalizability of the findings to the entire Shopee user base in Indonesia. Additionally, the use of purposive sampling, while practical, introduces the potential for selection bias and may not fully represent the diversity of online consumers. The abstract also suggests a relatively focused model; future research could benefit from exploring a wider array of variables such as perceived risk, trust, social influence, or competitive factors, which often play complex roles in shaping online purchase decisions. In conclusion, this paper makes a significant contribution to understanding consumer behavior in the dynamic e-commerce landscape, particularly within the Indonesian market. The clear demonstration of the importance of effective digital marketing and user-friendly platform design provides actionable insights for practitioners and platform developers. To further strengthen and expand upon these findings, future research could consider employing larger, more diverse sampling strategies, broadening the geographical scope, and integrating additional theoretical constructs to develop a more comprehensive model of online purchase intention.

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