Pengaruh Pemanfaatan Marketplace TokoPedia Terhadap Minat Beli Konsumen Produk Ikan Hias Air Laut Di PT. Indotama Putra Wahana
DOI:
https://doi.org/10.61722/jrme.v3i5.12280Keywords:
Tokopedia Marketplace, Purchase Intention, Marine Ornamental Fish, Digital MarketingAbstract
The ornamental fish sector now relies on the effectiveness of digital marketing through e-commerce platforms to influence consumer purchasing decisions. This study evaluates the extent to which the use of the Tokopedia marketplace triggers customer interest in purchasing saltwater ornamental organisms at PT Indotama Putra Wahana. Using a Likert-scale questionnaire, quantitative data were collected from 30 samples selected based on specific criteria (purposive sampling). Instrument validation, classical assumption tests, and simple linear regression were analyzed using SPSS software. The results demonstrate a significant positive impact of Tokopedia usage on consumer purchasing preferences (t_“calculated” = 4.893 > t_“table” = 2.048; Sig = 0.000). Through the regression formula Y = 8.604 + 0.480X, it is evident that this digital platform contributes 46.1% (R² = 0.461) to the surge in purchasing interest. This confirms that the ease and convenience of transactions on Tokopedia are capable of driving buyer interest, making the optimization of digital channels a strategic step that the company should continue to pursue.
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