Work

Unveiling Shopee's E-Commerce Success: How eWOM, Promotions, Product Variety, and Security Shape Gen Z and Millennials' Purchase Decisions

Year: 2024

Type: article

Abstract: This study aims to analyze the effect of Electronic Word of Mouth (eWOM), Promotion Strategy, Product Diversity, and Transaction Security on Purchasing Decisions. The population of this study consists of Generation Z and Millennials residing in Pekanbaru who have used or currently use the Shopee application. A sample of 100 respondents was selected using the accidental sampling method. The data analysis technique employed is Multiple Linear Regression Analysis, conducted using the SPSS V21 software. The results of the study indicate that Electronic Word of Mouth (eWOM), Promotion Strategy, and Product Diversity variables have a significant positive effect on Purchasing Decisions. In contrast, the Transaction Security variable has a positive but insignificant effect on Purchasing Decisions.

Source: International Journal of Information System and Innovation Management (IJISIM)

DOI: 10.55583/ijisim.v2i2.1018

Authors: Jimmy Jimmy, Muhammad Luthfi Hamzah, Muhammad Rizki

Institutions: Institut Bisnis dan Teknologi Pelita Indonesia, Universitas Islam Negeri Sultan Syarif Kasim Riau, National Taiwan University of Science and Technology

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409394138

FWCI:

Cites:

Cited by:

Related to: 10