Putri, Karina Octavia Meiza (2024) THE INFLUENCE OF PERSONAL SELLING AND E-WOM PERCEPTION OF “BOPITASARI” INSTAGRAM ACCOUNT TOWARDS SHOPEE PURCHASE INTENTION. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

The Shopee Affiliate Program is one of Shopee's digital marketing
strategies that involves multiple parties. To retain the audience and
compete with other competitors, affiliates need to create innovative
marketing strategies that attract and drive the audience to act. Therefore,
this study aims to analyze the influence of Personal Selling and E-WOM
Perception towards Shopee Purchase Intention on Instagram. Through this
research, it is expected to produce appropriate and effective marketing
strategies. This study was conducted using quantitative methods with a
descriptive research type. The sampling technique used in this study is nonprobability purposive sampling. The theory used in this study is Theory
Reasoned and Action theory. This study uses a non-probability sampling
that takes 100 respondents as its sample, which is then analyzed with
multiple linear regression.
The result shows that there is significant influence of personal
selling and E-WOM perception on Shopee purchase intention, which is
shown by the significant value of <0.001 in multiple linear regression test.
Based on the coefficient value of personal selling perception is -0,205 with
negative value means that there is negative influence between the variable
X1 on Y. Meanwhile, the coefficient value of E-WOM Perception is 0,552
with a positive value means that every time E-WOM perception increases,
purchase intention towards Shopee will increase 0,552 by assuming other
variable are constant. The conclusion of this study highlights the
significant impact of personal selling perception on purchase interest
through social media. It also underscores the importance of E-WOM
(Electronic Word of Mouth) in shaping consumer purchase intentions. The
findings suggest that both factors play a crucial role in influencing
purchase intention. This study makes a significant contribution to
understanding the dynamics of consumer perceptions on social media and
provides practical guidance for industry practitioners. It is recommended
that researchers investigate additional factors that affect Shopee buying
intention to broaden their findings.
Keywords: Personal Selling, E-WOM, Purchase Intention, Shopee
Affiliates, Instagram

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