Publication Search

The development of the internet and social media has encouraged e-commerce companies to utilize digital platforms as a marketing tool, one of which is Shopee through TikTok social media. The high frequency of digital advertising is thought to influence consumer attitudes, especially among Generation Z as active TikTok users. To determine the impact of Shopee's digital advertising frequency on consumer attitudes using promotions as a mediating variable on Generation Z TikTok social media users in Tasikmalaya, this study employed quantitative, descriptive, and verification techniques. A total of 100 respondents were sampled using purposive sampling techniques. An online questionnaire with a Likert scale of 1 to 5 was used to collect research data. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the help of SmartPLS 4. The results showed that advertising frequency significantly and positively influenced consumer attitudes and promotions. In addition, promotions can mediate the effect of advertising frequency on consumer attitudes and have a beneficial and significant impact. These results indicate that consumer opinions towards Shopee will be more positive if advertisements are displayed more frequently and supported by appropriate promotions. This study serves as an academic reference and information source for businesses seeking to optimize social media-based digital marketing strategies.

This study aims to analyze the influence of social media on consumer behavior in online purchases among Generation Z, focusing on the Shopee e-commerce platform. Generation Z, which is the age group born between 1997 and 2012, is known to be an active social media user, which influences their purchasing decisions. Through a survey conducted on Shopee users from Generation Z, this study identified factors that influence consumer behavior, including the influence of advertising, product reviews, and interactions with influencers on social media. The results of the study show that social media plays a significant role in shaping the preferences and purchasing decisions of Generation Z. Interesting advertisements and positive reviews from other users on social media can increase purchasing interest, while interactions with influencers can provide additional trust in the products offered. This study provides important insights for marketers to design effective and relevant marketing strategies with Generation Z consumer behavior in the digital era.

The growth of digital platforms has driven significant transformations in marketing communication strategies, particularly in e-commerce advertising practices. Shopee, as one of the largest e-commerce companies in Indonesia, utilizes digital propaganda strategies through visual and audio content to shape consumer perception and behavior. The advertisement with the slogan "Belanja Seru, Hidup Lebih Mudah" (Fun Shopping, Easier Life) not only conveys promotional messages but also constructs social meanings of consumption, convenience, and happiness through symbols and visual narratives. This study employs a descriptive qualitative method using literature review techniques to analyze the message structure and communication strategies embedded in Shopee advertisements. The analysis considers visual, symbolic, and repetitive elements that function as covert propaganda mechanisms. The theoretical framework is based on propaganda communication and semiotic theory to understand how advertisements systematically shape consumerist consciousness. Findings reveal that propaganda in Shopee’s advertisements operates through symbolic repetition, celebrity endorsement, and the use of digital features such as limited-time promotions that trigger impulsive behavior. These practices contribute to the formation of digital consumer culture, supported by emotional engagement and algorithmic targeting. Media literacy enhancement is therefore essential to equip the public with critical awareness towards persuasive messages in digital spaces.

This study aims to determine the influence of clothing advertising on shopee on the shopping interest of PR C students of the Faculty of Communication Sciences UIN Susuka Riau class of 2022. The data analysis method used is simple linear regression using the SSPS program. Based on the results of data analysis, a correlation or relationship (R) value was obtained of 0.674 (67.4%). This value indicates that there is a strong correlation or relationship between advertising and interest. The results of the hypothesis test showed that the ttable > tcount was 5.075 > 2.039. Therefore, clothing advertisements on shopee have a significant influence on the purchase intention of students of the Communication Science Department of PR C class Class of 2022 UIN Suska Riau.

This study aims to describe and analyze the discourse structure consisting of macro structure, supra structure, micro structure, and discourse contained in Shopee  and Blibli online shopping advertisements. The object of the research is the transcript of online shopping advertisements from Shopee  and Blibli. The data collection methods used were advertising observation and doing advertising transcripts so that the final data used was in the form of text. This data was then analyzed using a qualitative descriptive analysis model of Teun A Van Dijk's discourse analysis theory. From the data studied, the results of the study showed that (1) the macro structure or theme in the transcript of online shopping ads was seen in the entire content. The themes were big discounts, free shipping, cash back bonuses and discount vouchers. (2) The super structure consisted of (a) an introduction to the issue, (b) a series of arguments, (c) a statement of invitation, (d) a reaffirmation. (3) Microstructure consists of (a) background, (b) details, (c) meaning, (d) coherence marker, (e) stylistic, (f) rhetoric, (g) graphic use. (4) The discourse contained in the text was a persuasive discourse.

The business world in 2020 is said to be a golden year. There is no end to discussing business developments in the country. This is because Indonesia itself is a country that has extraordinary business development potential. Many analysts and observers say that Indonesia is a very large market to be a good habitat for business development followed by the development of the existing internet. Shopee is a buying and selling site or online market place that specifically provides buying and selling transactions. These advertisements often appear on internet or online social media. Likewise with the public, when they see Shoope advertisements in online media, many consumers are interested and carry out buying and selling transactions. They often buy products such as clothes, beauty equipment and other accessory products. Shopee advertisements appear almost all the time on Social Media, Shopee advertisements also offer discounts, free shipping and quality goods.

After the covid pandemic conditions, new habits and trends in society are slowly starting to change, one of which is the shift from offline to online shopping. Since the pandemic took place, people's offline purchasing power has decreased. Shops or shopping centers are empty of visitors and most prefer to shop online or online. In Indonesia, there are several marketplaces operating such as Shopee, Tokopedia, Bukalapak, Lazada and Bblibli. Shopee Indonesia is the Marketplace with the most visitors in the 4th quarter of 2022. With an average of 191.60 million visitors. So, currently Shopee is the most popular and visited Marketplace. As a company, Shopee uses various marketing channels to increase consumer buying interest. In this study, researchers analyzed the influence of advertising in the Shopee application, sales promotions, brand ambassadors, and service quality on consumer buying interest in the Shopee application. This quantitative study took data from 384 Shopee users who were analyzed using measurement model evaluation analysis which included validity and reliability tests, and structural model testing which included the Goodness of Fit Model and hypothesis testing. In the first stage of analysis, all variables are declared valid and reliable. Then in the second analysis stage, it shows that product advertisements in applications, sales promotions, brand ambassadors and service quality carried out by Shopee have an effect on consumer buying interest to shop on the Shopee application.

This research is motivated by the existence of one marketplace application. This study discusses the style of language in featured advertisements in the application. Advertising language style has the ability to convince readers by playing words or phrases so that readers are influenced to use the product. The purpose of this study is to analyze and describe the style of advertising language in the shopee application. The method used is descriptive qualitative method. The data in this study is the style of advertising language and the source of the data in the study is advertisements for shopee features that appear on youtube and television. The data collection technique in this study is the method of listening. Based on the results of the discussion on the analysis of the use of advertising language style on YouTube, it can be concluded that the Shopee application uses persuasive language style in the advertisements that are displayed, namely the use of repetition figurehead

This research is motivated by the existence of one marketplace application. This study discusses the style of language in featured advertisements in the application. Advertising language style has the ability to convince readers by playing words or phrases so that readers are influenced to use the product. The purpose of this study is to analyze and describe the style of advertising language in the shopee application. The method used is descriptive qualitative method. The data in this study is the style of advertising language and the source of the data in the study is advertisements for shopee features that appear on youtube and television. The data collection technique in this study is the method of listening. Based on the results of the discussion on the analysis of the use of advertising language style on YouTube, it can be concluded that the Shopee application uses persuasive language style in the advertisements that are displayed, namely the use of repetition figurehead.

The business world in 2020 is said to be a golden year. There is no end to discussing business developments in the country. This is because Indonesia itself is a country that has extraordinary business development potential. Many analysts and observers say that Indonesia is a market that is too big to be a good habitat for business development which is followed by existing internet developments. Shopee is a buying and selling site or online market place that specifically provides buying and selling transactions. Advertisements often appear on internet or online social media. Likewise with the public, when they see Shopee advertisements in online media, many consumers are interested and carry out buying and selling transactions. They often buy products such as clothes, beauty tools and other accessory products. Shopee advertisements appear almost every time on social media, Shopee advertisements also offer discounts, free shipping, and quality goods.