Skripsi

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

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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.

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Detail Information

Series Title

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Call Number

T1590882024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xv, 42 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Perilaku konsumen
Prodi Manajemen

Specific Detail Info

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Statement of Responsibility

TUTI

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