PENGARUH TERPAAN PROMOSI PADA PLATFORM E-COMMERCE TERHADAP MINAT BELI MAHASISWA (Studi Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2020)

Since the emergence of the internet, online buying and selling systems or known as online shops have become a new trend among students. One of the e-commerce companies that is always growing until now is Shopee. Shopee Live is a feature that is favored by students because it provides special offers and
promotions. This study aims to determine whether there is an effect of exposure to promotions on the Shopee e-commerce platform in the Shopee Live feature on the buying interest of Communication Science students, University of Muhammadiyah Malang Class of 2020.
This study uses the AIDA (Attention, Interest, Desire, and Action) theory proposed by Elias St. Elmo Lewis (1898). This theory states that AIDA can be useful in assessing the impact of exposure to Shopee Live promotions by involving and persuading consumers starting from seeing a promotion, to purchasing a product.
The research method used is quantitative, with a survey method. Sampling used purposive sampling method, and there were 84 respondents who met the requirements. The SPSS version 26 program is used for the data analysis approach, which includes validity test, reliability test, classical assumption test, simple linear regression analysis, coefficient of determination, and t test.
The results of this study indicate that exposure to promotions on the Shopee e-commerce platform in the Shopee Live feature has a positive effect on student buying interest, there is a positive influence between exposure to promotions on buying interest which shows the results of the correlation coefficient value of 0.450, and a determination test of 0.202 or 20.2%. So that the results obtained from exposure to promotions on the Shopee e-commerce platform
affect student buying interest. It is evident that the research conducted is in line with the AIDA theory which discusses the stage or process of purchasing a product.