PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN E-TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION PADA E-COMMERCE SHOPEE OLEH MILENIAL DAN GEN-Z DI KOTA PALEMBANG

MAFAZAH, MAFAZAH and Iisnawati, Iisnawati (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN E-TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION PADA E-COMMERCE SHOPEE OLEH MILENIAL DAN GEN-Z DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The growth of the e-commerce sector in Indonesia shows a significant trend, with Shopee as the largest marketplace and fashion products as a leading category, reflecting a shift in consumer preferences and behavior from conventional shopping to online shopping. E-WOM and e-trust are factors that influence purchasing decisions. However, discrepancies in online fashion product purchases have led to negative E-WOM and a decline in consumer e-trust toward sellers. This study aims to analyze the influence of electronic word of mouth (E-WOM) and e-trust on fashion product purchasing decisions on Shopee among millennials and Gen Z in Palembang. The study uses a quantitative descriptive method. The research sample consists of 100 respondents selected using probability sampling with a random sampling approach. Data was collected through a questionnaire using a Likert scale as the measurement tool. Data analysis was performed using multiple linear regression, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²). The results indicate that E-WOM and e-trust have a positive and significant influence, both partially and simultaneously, on purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Electronic Word of Mouth (E-WOM), E-Trust, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mafazah Mafazah
Date Deposited:	06 Nov 2024 06:44
Last Modified:	06 Nov 2024 06:44
URI:	http://repository.unsri.ac.id/id/eprint/159088

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