Pengaruh Electronic Word of Mouth (e-wom) Dan Flash Sale Terhadap Keputusan Pembelian Mahasiswa Fakultas Ekonomi Universitas Abdurachman Saleh Situbondo Pada Marketplace Shopee Dengan Kepercayaan Sebagai Variabel Intervening
Year: 2023
Type: article
Study design: Observational Study
Abstract: This study aimed to find out how the effect of Electronic Word Of Mouth (E-WOM) and flash sale on purchase decisions of students at Faculty of Economics, Universitas Abdurachman Saleh Situbondo on Shopee marketplace with trust as an intervening variable. This study used a quantitative approach with a population of 709 people who are students of Faculty of Economics, Universitas Abdurachman Saleh Situbondo, class of 2019 – 2022. The sampling technique in this study used non-probability sampling, namely purposive sampling technique. The sample obtained was 88 respondents. The results of direct effect hypothesis test showed that Electronic Word Of Mouth has a significant positive effect on trust, flash sale has a positive but not significant effect on trust, Electronic Word Of Mouth has a negative but not significant effect on purchase decision, flash sale has a significant positive effect on purchase decision, and trust has a significant positive effect on purchasing decisions. The results of indirect effect hypothesis test indicated that Electronic Word of Mouth has a positive but not significant effect on purchase decisions through trust as an intervening variable, flash sale has a positive but not significant effect on purchase decisions through trust as an intervening variable.
Institution: Universitas Abdurahman Saleh Situbondo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4389904281