PENGARUH KREATIVITAS CONTENT CREATOR,TALENT DAN PROMO GRATIS ONGKIR MARKETPLACE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO ONLINE SHOPEE BENTHANG CLOTH

Abstrak

This study employed a quantitative research method using a survey approach. The population consisted of consumers who had purchased Benthang Cloth products through the Shopee marketplace. The sample comprised 100 respondents selected using a purposive sampling technique. Data were collected through a structured questionnaire employing a five-point Likert scale. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (Adjusted R²). The findings indicate that, partially, Content Creator Creativity has a positive and significant effect on Purchase Decision, with a significance value of 0.000. Talent also has a positive and significant effect on Purchase Decision, with a significance value of 0.001. Furthermore, Marketplace Free Shipping Promotion has a positive and significant effect on Purchase Decision, with a significance value of 0.000. Simultaneously, Content Creator Creativity, Talent, and Marketplace Free Shipping Promotion have a positive and significant effect on Purchase Decision, as indicated by a significance value of 0.000. The Adjusted R Square value of 0.609 indicates that 60.9% of consumer purchase decisions can be explained by these three independent variables, while the remaining 39.1% is influenced by other factors outside the scope of this study. Among the independent variables, Marketplace Free Shipping Promotion has the most dominant influence on Purchase Decision. Based on these findings, it can be concluded that digital marketing strategies through creative content, the effective utilization of talent, and the provision of free shipping promotions significantly enhance consumer purchase decisions at the Benthang Cloth online store on Shopee. Therefore, Benthang Cloth is recommended to continuously optimize its digital promotional strategies and maximize the utilization of marketplace features to improve consumer attraction and loyalty.

Keywords: Content Creator Creativity, Talent, Free Shipping Promotion, Marketplace, Purchase Decision.