The influence of perceived playfulness, social media, and promotion on customer use of online e-marketplace shopee

Abstract

This study aims to analyze the extent to which perceptions of playfulness, social media, and promotions influence customers using the online e-marketplace Shopee among Padang State University students. The population that will be used as research material is all online customers who have made at least three shopping transactions on the Shopee application in the past year. The number of samples in this study were 142 respondents. Data collection was carried out through online questionnaires and data processing was carried out through the SmartPLS software. The results of this study indicate that (1) Perceived Playfulness has a positive effect on Customer Use of Online. (2) Social Media has a positive effect on Customers Online Use (3) Promotion has a positive effect on Customers Online Use.