PENGARUH KUALITAS PESAN IKLAN SHOPEE “COD CEK DULU” TERHADAP KEPUTUSAN PEMBELIAN DI KALANGAN MAHASISWA

Zuhriah Rimanizza Rumaday. Student ID 202110040311009. The Influence of Shopee's “COD CEK DULU” Advertisement on Purchase Decisions Among University Students. Undergraduate Thesis, Faculty of Social and Political Sciences, University of Muhammadiyah Malang. Supervised by Aditya Dwi Putra Bhakti, S.Sn., M.Med.Kom.

The intense competition in the e-commerce sector requires companies to constantly innovate in their marketing strategies, particularly through advertising. Shopee, one of the leading e-commerce platforms in Indonesia, introduced the “COD Cek Dulu” advertisement to attract buyers, increase sales, and maintain its market position. This study examines the impact of advertising message quality on purchase decisions using a quantitative approach and drawing on communication effects theory, the EPIC model, and AIDA to strengthen the study’s conceptual framework and explain how advertising message quality influences consumer purchasing behavior. The study employs Structural Equation Model (SEM) analysis version 4.0. The population includes students from Brawijaya University, State University of Malang, and University of Muhammadiyah Malang who use the Shopee e-commerce platform and have previously seen the Shopee COD Cek Dulu advertisement. The sample consists of 100 respondents. The findings indicate that the quality of advertising messages has a positive and significant effect on purchase decisions, both individually and collectively.