INFLUENCE OF ADVERTISING CAMPAIGN, BRAND AMBASSADOR AND COUNTRY OF ORIGIN ON CONSUMER BUYING INTEREST THROUGH SHOPPING SATISFACTION AT THE MARKETPLACE

Abstract

This research aims to determine the influence of advertising campaigns, brand ambassadors and country of origin on consumer buying interest through shopping satisfaction in the marketplace. This study uses a quantitative approach. Data collection was carried out using a survey method, by distributing online questionnaires to respondents, namely marketplace users in Panai Tengah District who had done online shopping. Researchers took a sample of 100 respondents using the purposive sampling method. The analysis technique in this research uses the Structural Equation Model (SEM) Partial Least Square (PLS) with the SmartPLS 4 application. The results of this research show that it is proven that advertising campaigns, brand ambassadors, country of origin have a positive and significant effect on consumer buying interest, it is proven that advertising campaign, country of origin has a positive and significant effect on shopping satisfaction, and it is proven that purchase interest has a positive and significant effect on shopping satisfaction.