The Influence Of Digital Marketing, Influencer Marketing And Customer Segmentation On The Millenial Generation's Buying Interest At Shopee Market Place

Abstract

This research aims to determine the influence of digital marketing, influencer marketing and customer segmentation variables on buying interest in market place shops. Where the sample used as respondents was 125 UM Palopo students consisting of 3 majors, namely, Accounting,   Management and Development Economics. The data collection technique used was by distributing questionnaires to respondents. The research method used is multiple linear regression. Based on the results and discussion of this research, it can be concluded that the influence of digital marketing (X1) on purchasing interest (Y) is 0.601 > 0.05 and the calculated t value is 0.524 < 1.984, so it can be concluded that there is no influence of X1 on Y, on the influencer marketing variable. The significance value is 0.079 > 0.05 and the calculated t value is 1.770 < 1.984, which means there is no influence of influencer marketing (X2) on purchasing interest (Y), while for the customer segmentation variable the significance value is 0.000 < 0.05 and the calculated t value 4.746 > 1.984 which means that there is an influence of there are X1, X2 and X3 simultaneously influencing Y.