PENGARUH PENGGUNAAN ELECTRONIC WORD OF MOUTH (E-WOM) DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (Studi Kasus Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Batanghari)

Dewi Anggraeni, Dewi Anggraeni (2022) PENGARUH PENGGUNAAN ELECTRONIC WORD OF MOUTH (E-WOM) DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (Studi Kasus Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Batanghari). skripsi thesis, Universitas batanghri.

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Abstract

ABSTRACT Dewi Anggraeni / 1800861201123 / Faculty Of Economics University Of Batanghari Jambi / The Effect Of The Use Of Electronic Word Of Mouth (EWOM) and Sales Promotion On Purchase Decisions On The Shopee Marketplace (Case Study Of Students Of Management Study Program Faculty Of Economics University Of Batanghari Jambi) / 1st Advisor Akhamd Irwansyah S, S.E, M.M/2st Advisor Denny Asmas S.E, M.Si. This study aims to determine (1) the effect of using electronic word of mouth (E-WOM) on the Shopee Marketplace on the purchase decision of students of the Management Study Program of the Faculty of Economics University of Batanghari, (2) To find out the Sales Promotion on the Shopee Marketplace on the purchase decisions of Students of the effect of using electronic word of mouth (E-WOM) on the Shopee Marketplace on the purchase decision of Students of the Management Study Program of the Faculty of Economics University of Batanghari. This type of research is a survey methode which consist of two independent variabels and one dependent variabel. The total population of this study was 1322. The technique in this study was purposive sampling method, total number of samples that will be used in this study is 93 people. The data collection technique used in this research is by distributing questionnaires to respondents via goggle form. Data analysis in this study is multiple linear regression analysis using the SPSS program. Shopee is the first moblie Marketplace in Southeast Asia that offers free and trusted online buying and selling transactions via mobile phones, which was founded by Forrest Li. Shopee entered Indonesia at the end of May 2015 and officially operated at the end of june 2015 wit h the hope of supporting Indonesia’s growth in global e-commerce retail. Shopee provides a variety of needs ranging from electronics to household appliances. The Shopee Marketplace also has various features and service such as free shipping, various payment features, and Shopee coins. The result of the research that the electronic word of mouth variable has a positive effect on purchasing decisions at the Shopee Marketplace because the significant value obtained is 0.001 with a t count of 3.296 and a t table of 0.203, it can be said that 3.296 > 0.203. The result of the research on sales promotion variables have a positive effect on purchasing decisions at the Shopee Marketplace because the significant value obtained is 0.000 with t count 6.327 and t table 0.203, it can be said that 6.327 > 0.203. Based on the results of the electronic word of mouth variable, It is hoped that the Shopee Marketplace will be able to provide an overview of a product according to the original product and always prioritize the importance of consumer satisfaction who will decide to purchase on the Shopee Marketplace. And based on the results of the Sales Promotion variable, it is hoped that the Shopee Marketplace will continue to develop discount promotions that are more attractive to consumers who want to make purchases on the Shopee Marketplace.

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