The Effect of the Effectiveness of E-commerce Applications and Promotion Media on Public Purchase Interest to Increase MSMEs in Indonesia in the Middle of the Covid-19 Pandemic Brand Image Mediated

Associative research is research that describes the relationship between the dependent variable and the independent variable mediated by the intervening variable. This type of research is known as causal associative quantitative research. Cross section data or cross data are the processed data that only contain one object but require other subobjects. After that, statistical techniques are used to process the cross section data. The population used in this study is the infinite population, whose total number is unknown. Non-probability sampling was used as the sampling method in this study because the size of the sample could not be determined with certainty. Accidental sampling (also known as "incidental sampling") was selected as the method of non-probability sampling. The results showed that the effectiveness of e-commerce application media increased interest in a significant way. demonstrating that the promotion had a significant and positive impact on interest as well as the brand's image. According to the test results, the problem formulation and hypotheses of this study were answered by the effect of the effectiveness of e-commerce applications on buying interest mediated by the brand image variable. It is demonstrated by the path analysis model results of the inner model that brand image acts as a mediator between promotion and interest in purchasing.