Dampak Iklan Shopee Versi Shopee 12.12 Birthday Sale di Laman Youtube pada Minat Beli Masyarakat

This study aims to determine whether advertising exposure will affect consumer buying interest. This study involved 45 respondents from the community. Based on the results of descriptive research on variables X and Y, the most influential or dominant variable was exploration interest, namely 71% or as many as 32 respondents. This study results indicate that all variables tested in this study are valid and reliable variables, with results rcount> rtable and reliability> 0.006. The results also show that the relationship between variables has a very high relationship, with a correlation value of 0.663 which is classified as having a significant or strong relationship. The effect of advertising exposure on purchase intention is 44%, and the remaining 56% is influenced by other factors not examined in this study