PENGARUH TERPAAN IKLAN SHOPEE TERHADAP PERILAKU KONSUMTIF MASYARAKAT DUSUN SEKARPUTIH LAMONGAN DI PLATFORM SHOPEE

Abstract

The development of communication media supports humans in conveying information and communicating with others. The most widely used communication technology is the internet. Through the internet, everyone can communicate easily anywhere and anytime. Changes in people's behavior have changed from traditional to online. Like the rise of online shopping which is currently spreading to the scope of the village. This cannot be separated from exposure to advertisements on various social media users. The existence of exposure to advertising causes people to start buying goods online without prioritizing the benefits of an item, but only because it fulfills a desire. This if done continuously causes consumptive behavior. This study uses a quantitative approach with the population of the Sekarputih Lamongan hamlet who uses the marketplace to shop online. The purpose of this study was to determine how much influence the exposure to Shopee advertising (X) had on the consumptive behavior of the people of Sekarputih Lamongan (Y) hamlet. In this study, sampling using the Slovin formula and purposive sampling technique, in order to obtain as many as 75 respondents. Data were collected by distributing questionnaires. The results of this study indicate that the results of the study are significant and have a sufficient correlation, with a correlation result of 0.459 with a significance value of 0.002 <0.05. Based on the results of this analysis, the exposure to Shopee advertisements (X) has an effect on the consumptive behavior of the people of Sekarputih Lamongan Hamlet (Y).