The Effect Of Shopee E-Commerce Promotional Messages "Twin Dates" Through Digital Advertising On The Purchase Intention Of Muslim Students In The City Of Solo

Moh. Cytta Putra Sakti; Nieldya Nofandrilla

doi:10.36668/jal.v14i2.1531

Authors

Moh. Cytta Putra Sakti Universitas Muhammadiyah Surakarta, Indonesia
Nieldya Nofandrilla Universitas Muhammadiyah Surakarta, Indonesia

DOI:

https://doi.org/10.36668/jal.v14i2.1531

Abstract

Promotional messages are a form of marketing communication that convey information and persuade consumers to become interested in particular products or services. This study examines the effect of Shopee’s “Twin Date” promotional message through digital advertising on the purchase intention of Muslim students in the city of Solo. Using a quantitative explanatory approach with 242 respondents from the Communication Science Department of Muhammadiyah University of Surakarta, the data were analyzed through a simple linear regression method. The results indicate a significant influence, as shown by the regression equation Y = 0.746 + 0.738X, t-value of 12.399 > 1.970, and a significance level of 0.000. The correlation coefficient (R) of 0.625 demonstrates a strong positive relationship, while the coefficient of determination (R²) of 0.390 suggests that 39% of the variation in purchase intention is influenced by promotional messages. These findings support the S-O-R theory that digital advertising stimuli can enhance purchase intention and highlight the importance of creative and persuasive promotional strategies in strengthening the competitiveness of e-commerce platforms.

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