Track: Operations Management

Abstract

The purpose of this research is to find out how the influence of online marketing variables consisting of Personal Relevance, Online Interactivity, Message, and Brand Familiarity to Purchase Interest. In this study, the authors take the object in the online shopping application Qlapa.com which specializes in selling handmade products. The sampling technique used by the author is a non probability sampling technique, because not all samples have criteria that are in accordance with what the author specified. Based on calculations, the sample used in this study was 100 people.  The research method used in this research is to use quantitative methods. The analysis was carried out using the multiple regression analysis method to explain the effect of the variables in this study. To clarify the variables studied, from what has been formulated in the description above, that the main problem under study is Personal Relevance (X₁), Online Interactivity (X₂),Message (X₃), Brand Familiarity (X₄), and Buying Interest (Y). From the results of the research and discussion conducted, this study also found that both simultaneous and partial variables of Personal Relevance, Online Interactivity, Message, and Brand Familiar have a significant influence on buying interest.