Online Marketing Performance Based on Interaction, Word of Mouth, Trendiness and Content on Shopee Live Shop Customers

The purpose of this research is to analyze Online Marketing Performance Based on Interaction, Word of Mouth, Trendiness, and Content for Shopee Live Shop Customers. The object of this research is Shopee users. The research population is respondents who have used or seen live shopee to find out about products. The sample in this study was 215 respondents. Using the purposive sampling method in distributing questionnaires which were processed using the Statistical Product and Service Solution program version 25 or SPSS 25. The results of this research show that the variables interaction, word of mouth, trendiness, and content have a positive and significant effect on social media activities. interaction, word of mouth, trendiness, and content have a significant influence simultaneously on social media marketing effort (SMME) so that the model can be said to be suitable to be used as a prediction tool.