1. Home
  2. Vol 9, No 1 (2025)
  3. Nurhaliza

The Effect Of Advertising Effectiveness On Buying Interest Through The Use Of Shopeepay E-Wallet

Aliyah Nurhaliza, Nor Lailla

Abstract


The development of information and communication technology has driven changes in consumer behavior, especially in digital payments through E-Wallets. ShopeePay, as one of the popular E-Wallets, offers ease and convenience in transactions. This study aims to analyze the effect of advertising effectiveness on consumer purchasing interest through the use of ShopeePay. The method used is quantitative descriptive with purposive sampling technique, involving 281 respondents who use ShopeePay in South Tangerang. Data were collected through online questionnaires and analyzed using SmartPLS 3.0. The results show that advertising effectiveness has a significant effect on purchasing interest, both directly and through the use of ShopeePay as a mediator. The use of ShopeePay itself has also been shown to significantly increase consumer purchasing interest. In conclusion, effective advertising can increase consumer purchasing interest by utilizing the convenience and benefits of using E-Wallets such as ShopeePay.

Keywords


ShopeePay; e-wallet; purchase interest; transactions

References


N. D. Abrilia And S. Tri, "Pengaruh Persepsi Kemudahan Dan Fitur Layanan Terhadap Minat Menggunakan E-Wallet Pada Aplikasi Dana Di Surabaya," Journal Of Accounting For Sustainable Society (Jass), Vol. 8, No. 3, 2020.

W. Adiani, A. Aprianingsih, I. Fachira, T. Debby, And A. P. Maharatie, "Social Influence, Financial Benefit, And E-Wallet Multi-Brand Loyalty: The Mediating Impact Of Commitment," Cogent Business And Management, Vol. 11, No. 1, 2023. Doi: 10.1080/23311975.2023.2290228.

A. S. Ajina, J. M. M. Joudeh, N. N. Ali, A. M. Zamil, And T. N. Hashem, "The Effect Of Mobile-Wallet Service Dimensions On Customer Satisfaction And Loyalty: An Empirical Study," Cogent Business And Management, Vol. 10, No. 2, 2023. Doi: 10.1080/23311975.2023.2229544.

S. M. Akbar, "Pengaruh Kredibilitas Endorser, Daya Tarik Iklan, Dan Efektivitas Iklan Terhadap Minat Beli (Studi Pasta Gigi Sasha Siwak Di Kota Makassar)," Universitas Islam Negeri Alaudin Makassar, 2019. [Online]. Available: Http://Repositori.Uin-Alauddin.Ac.Id/18217/1/Pengaruh%20kredibilitas%20endorser%2c%20daya%20tarik%20iklan%2c%20dan%20efektivitas%20iklan.Pdf.

D. Anjani, H. Awali, And D. N. Misidawati, "Analisis Faktor-Faktor Yang Mempengaruhi Minat Generasi Z Dalam Menggunakan Sistem Pembayaran E-Wallet," Jurnal Sahmiyya, Vol. 1, No. 1, Pp. 124–134, 2022. [Online]. Available: Www.Dana.Id.

S. J. Anrepa, "Pengaruh Penggunaan E-Wallet Terhadap Mahasiswa Di Yogyakarta," 2021. [Online]. Available: Https://Dspace.Uii.Ac.Id/Handle/123456789/29896.

R. K. Bagla And V. Sancheti, "Gaps In Customer Satisfaction With Digital Wallets: Challenge For Sustainability," Journal Of Management Development, Vol. 37, No. 6, Pp. 442–451, 2018. Doi: 10.1108/Jmd-04-2017-0144.

M. Chandraa, D. W. Sukmaningsih, And E. Sriwardiningsih, "The Impact Of Live Streaming On Purchase Intention In Social Commerce In Indonesia," Procedia Computer Science, Vol. 234, Pp. 987–995, 2024. Doi: 10.1016/J.Procs.2024.03.088.

C. U. Deda, S. Sembiring, U. A. Indonesia, J. Kolonel, M. No, C. Rahayu, K. Parongpong, K. B. Barat, J. Barat, F. Teknologi, And U. Advent, "Analysis Of The Influence Of Shopeepay Presence As A Payment System On The Buying Interest Of Students On Shopee Platform," 7(2), 2024.

S. Dewi, F. Winata, E. Romy, K. Goslim, And W. Wenny, "Influence Of Advertising Effectiveness On Consumer Purchase Decisions In Wardah Medan Instagram Social Media Cosmetic Advertising," Jurnal Ekonomi, Bisnis & Entrepreneurship, Vol. 17, No. 2, Pp. 399–409, 2023. Doi: 10.55208/Jebe.V17i2.430.

Z. Diniah, "Pengaruh Digital Payment Shopeepay Dan Locus Fakultas," Journal Of Student Research, Vol. 1, 2023. Doi: 10.55606/Jsr.V1i5.1699.

A. Efendi, A. Jafar, And U. Alauddin Makassar, "Pengaruh Iklan Online Dan Harga Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Konsumen Tokopedia Di Kota Makassar," Study Of Scientific And Behavioral Management (Ssbm), Vol. 4, No. 3, Pp. 32–47, 2023. [Online]. Available: Http://Journal.Uin-Alauddin.Ac.Id/Index.Php/Ssbm.

E. Fitria, Elvina, And Pitryani, "Analisis Penggunaan Aplikasi Shopeepay Terhadap Perilaku Konsumtif Mahasiswa Manajemen Universitas Labuhanbatu," Arbitrase: Journal Of Economics And Accounting, Vol. 3, No. 2, Pp. 276–280, 2022. Doi: 10.47065/Arbitrase.V3i2.481.

T. Fandy, Strategi Pemasaran, 2015.

N. S. Febriani And W. W. A. Dewi, Teori Dan Praktis: Riset Komunikasi Pemasaran Terpadu, Universitas Brawijaya Press, 2018.

S. Setyaningsih and Y. Suchyadi, “Implementation of Principal Academic Supervision To Improve Teacher Performance in North Bogor,” Jhss (Journal Humanit. Soc. Stud., vol. 5, no. 2, pp. 179–183, 2021, doi: 10.33751/jhss.v5i2.3909.

Y. Suchyadi and Nurjanah, “Relationship between Principal Supervision in Increasing the Job Satisfaction of Private Junior High School Teachers in East Bogor District,” JHSS (Journal Humanit. Soc. Stud., vol. 02, no. 01, pp. 26–29, 2018, doi: https://doi.org/10.33751/jhss.v2i1.818.

Y. Suchyadi, “Relationship between Work Motivation and Organizational Culture in Enhancing Professional Attitudes of Pakuan University Lecturers,” JHSS (JOURNAL Humanit. Soc. Stud., vol. 01, no. 01, pp. 41–45, 2017, doi: https://doi.org/10.33751/jhss.v1i1.372.

Y. Suchyadi, N. Karmila, and N. Safitri, “Kepuasan Kerja Guru Ditinjau Dari Peran Supervisi Kepala Sekolah Dasar Negeri Di Kecamatan Bogor Utara,” JPPGuseda | J. Pendidik. Pengajaran Guru Sekol. Dasar, vol. 2, no. 2, pp. 91–94, Nov. 2019, doi: 10.33751/jppguseda.v2i2.1453.

R. Purnamasari et al., “Student Center Based Class Management Assistance Through The Implementation Of Digital Learning Models,” J. Community Engagem., vol. 02, no. 02, pp. 41–44, 2020, doi: https://doi.org/10.33751/jce.v2i2.2801.

Y. Suchyadi and H. Suharyati, “The Use Of Multimedia As An Effort To Improve The Understanding Ability Of Basic School Teachers ‘Creative Thinking In The Era ‘Freedom Of Learning,’” in Merdeka Belajar, A. Rahmat, Ed. Yogyakarta: Zahir Publishing, 2021, pp. 42–53.

Y. Suchyadi et al., “Increasing Personality Competence Of Primary School Teachers, Through Education Supervision Activities In Bogor City,” J. COMMUNITY Engagem., vol. 01, no. 01, 2019, [Online]. Available: https://journal.unpak.ac.id/index.php/jce

Y. Suchyadi et al., “Improving The Ability Of Elementary School Teachers Through The Development Of Competency Based Assessment Instruments In Teacher Working Group , North Bogor City,” J. COMMUNITY Engagem., vol. 02, no. 01, pp. 1–5, 2020, doi: https://doi.org/10.33751/jce.v2i01.2742.

S. Hardinata, Y. Suchyadi, and D. Wulandari, “Strengthening Technological Literacy In Junior High School Teachers In The Industrial Revolution Era 4.0,” J. Humanit. Soc. Stud., vol. 05, no. 03, pp. 330–335, 2021.

H. Suharyati, H. Laihad, and Y. Suchyadi, “Development of Teacher Creativity Models to Improve Teacher’s Pedagogic Competency in the Educational Era 4.0,” Int. J. Innov. Creat. Chang. www.ijicc.net, vol. 5, no. 6, pp. 919–929, 2019, [Online]. Available: www.ijicc.net

Y. Suchyadi, Nurjanah, and N. Karmila, Supervisi Pendidikan: Strategi Meningkatkan Profesionalisme Guru. Bogor: PGSD Universitas Pakuan, 2020.

Suchyadi, Y., & Suryani, A. "Educational Environment In The Implementation Of Character Education". JHSS (Journal Of Humanities And Social Studies), 5(2), 208-212. 2021.

Marwah, H. S., Suchyadi, Y., & Mahajani, T. "Pengaruh Model Problem Based Learning Terhadap Hasil Belajar Subtema Manusia Dan Benda Di Lingkungannya". Journal of Social Studies Arts and Humanities (JSSAH), 1(1), 42-45. 2021.

Suchyadi, Y., Sunardi, O., Suhardi, E., & Sundari, F. S. "Using a Multimedia for Natural Science Learning in Improving Concept Skills of Elementary School Teachers".

Hardinata, S., Suchyadi, Y., & Wulandari, D. "Model of Strengthening Technology Literacy for Junior High School Teachers in the Era of the Industrial Revolution 4.0."

Y. Ferra And S. R. Ajija, "The Influence Of Non-Cash Payment Transactions On Economic Growth In 5 Asean Countries," Jurnal Ilmu Ekonomi Terapan, Vol. 8, No. 2, Pp. 272–283, 2023. Doi: 10.20473/Jiet.V8i2.51745.

M. Habibatul, "Pengaruh Dompet Digital (E-Wallet) Terhadap Minat Beli Konsumen (Studi Kasus Pada Masyarakat Milenial Di Jakarta)," Universitas Islam Negeri Syarif Hidayatullah Jakarta, 2023.

J. F. Hair, J. J. Risher, M. Sarstedt, And C. M. Ringle, "When To Use And How To Report The Results Of Pls-Sem," European Business Review, Vol. 31, No. 1, Pp. 2–24, 2019. Doi: 10.1108/Ebr-11-2018-0203.

T. R. Hanifah And I. Mukhlis, "Pengaruh Efektivitas, Hedonis, Kemanfaatan, Dan Kepercayaan Terhadap Minat Mahasiswa Universitas Negeri Malang Dalam Menggunakan Layanan Shopeepay: Pendekatan Technology Acceptance Model," Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), Vol. 9, No. 2, Pp. 69–83, 2022. Doi: 10.36987/Ecobi.V9i2.2711.

H. Hatta And S. Khairunnisa, "Pengaruh Efektivitas Iklan Online Terhadap Minat Beli Pelanggan Bukalapak," Journal Of Entrepreneurship, Management And Industry (Jemi), Vol. 3, No. 1, Pp. 1–5, 2020. Doi: 10.36782/Jemi.V3i1.1993.

E. Japarianto And S. Adelia, "Pengaruh Tampilan Web Dan Harga Terhadap Minat Beli Dengan Kepercayaan Sebagai Intervening Variable Pada E-Commerce Shopee," Jurnal Manajemen Pemasaran, Vol. 14, No. 1, Pp. 35–43, 2020. Doi: 10.9744/Pemasaran.14.1.35-43.

B. Kaur, J. Kaur, S. K. Pandey, And S. Joshi, "E-Service Quality: Development And Validation Of The Scale," Global Business Review, Vol. 24, No. 5, Pp. 953–971, 2023. Doi: 10.1177/0972150920920452.

P. Kotler, Marketing Management, Pearson, 2016.

P. Kotler, K. L. Keller, F. Ancarani, And M. Costabile, Marketing Management 14/E, Pearson, 2014.

S. Martono And H. Budiarjo, "Analisis Efektivitas Iklan Lembaga Pendidikan Tinggi Melalui Media Sosial Tiktok Dengan Pendekatan Epic Model," Sebatik, Vol. 25, No. 1, Pp. 9–18, 2021. Doi: 10.46984/Sebatik.V25i1.1173.

A. Mehta And S. C. Purvis, "Evaluating Advertising Effectiveness Through Advertising Response Modeling (Arm)," In Measuring Advertising Effectiveness, Psychology Press, 2014, Pp. 325–336.

H. H. Nawawi, "Penggunaan E-Wallet Di Kalangan Mahasiswa," Emik, Vol. 3, No. 2, Pp. 189–205, 2020. Doi: 10.46918/Emik.V3i2.697.

D. Nopita, S. S. Nuraini, And B. N. Nirbita, "Perbandingan Penggunaan Shopeepay Terhadap Belanja Online," Bisnis-Net Jurnal Ekonomi Dan Bisnis, Vol. 6, No. 1, Pp. 305–315, 2023. Doi: 10.46576/Bn.V6i1.3113.

Y. Octafilia, A. Simanjuntak, And P. Akri, "Pengaruh Kemudahan Penggunaan, Kenyamanan Dan Resiko Terhadap Keputusan Menggunakan Dompet Digital (E-Wallet) Pada Masyarakat Kota Pekanbaru," Lucrum: Jurnal Bisnis Terapan, Vol. 2, No. 2, Pp. 227–241, 2023.

L. V. Priscilia And N. S. Fadjar, "Pengaruh Penggunaan Dompet Elektronik (E-Wallet) Shopeepay Terhadap Perilaku Konsumtif Mahasiswa Di Kota Malang (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Brawijaya)," Journal Of Development Economic And Social Studies, Vol. 3, No. 1, Pp. 189–199, 2024. Doi: 10.21776/Jdess.2024.03.1.15.

P. Somantri, "Pengaruh Penggunaan Dompet Digital ( E-Wallet ) Terhadap Perilaku Konsumtif Pada Generasi Z Di Kota Bandung," 2024.

V. A. Ramadhani And A. Mulyati, "Analisis Penggunaan E-Wallet Dalam Mempengaruhi Minat Beli Dikalangan Mahasiswa Penggunaan E-Wallet," Vol. 4, Pp. 36–46, 2024.

M. Rizal Nur Qudus And N. Sri Amelia, "Pengaruh Kualitas Produk, Kualitas Layanan, Dan Harga Pada Minat Beli Ulang Konsumen Restoran Ayam Bang Dava," International Journal Administration Business And Organization, Vol. 3, No. 2, Pp. 20–31, 2022. Doi: 10.61242/Ijabo.22.207.

I. Z. Rohman, "Anteseden Minat Beli Konsumen Di Shopee," Jurnal Ekonomi Dan Bisnis, Vol. 17, No. 1, Pp. 28–38, 2023. Doi: 10.53916/Jeb.V17i1.32.

I. Z. Rohman And A. I. K. Indaryadi, "Pengaruh Celebrity Endorser, Brand Image, Brand Loyalty, Dan Perceived Quality Terhadap Minat Beli Konsumen Dan Dampaknya Terhadap Intensi Rekomendasi," Jurnal Kajian Manajemen Bisnis, Vol. 9, No. 2, Pp. 80–91, 2020.

Y. O. Sistra, "Pengaruh Daya Tarik Iklan, Kualitas Pesan Iklan, Dan Frekuensi Penayangan Iklan Terhadap Efektivitas Iklan Televisi Mie Sedap Korean Spicy Chicken," Manajerial Dan Bisnis Tanjungpinang, Vol. 6, No. 2, Pp. 93–100, 2024. Doi: 10.52624/Manajerial.V6i2.1609.

A. R. Sriyono, W. P. Arynda, And A. Syahrul, "Efektivitas Penggunaan Fintech (E-Wallet) Terhadap Keputusan Pembelian Dikalangan Generasi Milenial," Jurnal Of Economic, Management, Vol. 6, 2023. Doi: Http://Dx.Doi.Org/10.35914/Jemma.V6i2.2054.

S. Suyanto, Mengenal Dompet Digital Di Indonesia, Cv. Aa. Rizky, 2023.

S. Wahyuddin, D. Darsin, S. Arni, E. D. Ramadhany, J. Simarmata, A. Wirapraja, S. H. Sahir, G. F. Mandias, And D. A. Kifta, Metode Pembayaran Elektronik, Yayasan Kita Menulis, 2023.

M. F. Wei, Y. H. Luh, Y. H. Huang, And Y. C. Chang, "Young Generation’s Mobile Payment Adoption Behavior: Analysis Based On An Extended Utaut Model," Journal Of Theoretical And Applied Electronic Commerce Research, Vol. 16, No. 4, Pp. 618–637, 2021. Doi: 10.3390/Jtaer16040037.

S. B. Wibowo, "Pengaruh Kreativitas Dalam Iklan, Reputasi Bintang Iklan Dan Waktu Penayangan Iklan Terhadap Efektivitas Iklan Serta Dampaknya Terhadap Minat Pembelian Konsumen," Jurnal Bisnis Teori & Implementasi, Vol. 7, No. 1, Pp. 69, 2016.

P. Wulandari And R. Idayanti, "Peran Aplikasi Dompet Digital Indonesia (Dana) Dalam Memudahkan Masyarakat Melakukan Pembayaran Digital," Islamic Banking And Finance, Vol. 3, No. 2, Pp. 429–441, 2023. Doi: 10.30863/Ibf.V3i2.5438.


Full Text: PDF

DOI: 10.33751/jhss.v9i1.11123

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.