Pengaruh Digital Marketing Pada Minat Beli Di E-Commerce

The purpose of this research is to analyze the effect of digital marketing on purchase intention in e-commerce. This research is a quantitative study, the data used is primary data through an online questionnaire, namely google form. The sample used in this study were 181 respondents using purposive sampling technique. The analysis test uses the normality test, multicollinearity test and heteroscedasticity test, while the data analysis technique uses multiple linear regression analysis. The results of this study indicate that the digital marketing variable has a significant effect on purchase intention, the number of reviews variable does not have a significant effect on purchase intention and the rating variable has a significant effect on purchase intention