Work

Pengaruh Electronic Word of Mouth dan Gaya Hidup terhadap Keputusan Pembelian pada Konsumen Shopee Kota Samarinda

Year: 2024

Type: article

Abstract: This study aims to determine the Influence of Electronic Word of Mouth (EWOM) and Lifestyle on Purchasing Decisions of Shopee Consumers in Samarinda City. The findings of this study, which uses a quantitative approach with primary and secondary data sources, have practical implications for academics, marketers, and business professionals interested in consumer behavior and e-commerce. The study's sampling technique used purposive sampling, and a sample of 96 people was obtained. Data analysis was carried out using multiple linear regression methods with the help of the Statistical Product and Service Solution (SPSS) Version 25 program. The results of the study showed that EWOM influenced purchasing decisions. The more positive reviews other consumers give, the more consumers who read them will make purchasing decisions. It was also found that Shopee consumers always follow trends according to what is recommended by Shopee, which shows that lifestyle influences purchasing decisions.

Source: Prosiding Seminar Nasional Forum Manajemen Indonesia

DOI: 10.47747/snfmi.v2i1.2432

Authors: Purwinahyu Purwinahyu, Gebriela Gebriela, Heni Rahayu Rahmawati

Institution: Mulawarman University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404648325

FWCI:

Cites: 26

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Related to: 10