Influence Electronic Word of Mouth, Social Media, and Lifestyle towards Purchase Decisions on the Shopee Marketplace (Purwokerto Student Case Study)

Haikal Rifai; Meydy Fauziridwan; Muchammad Agung Miftahuddin; Fatmah Bagis

doi:10.55927/ijbae.v4i4.232

Authors

Haikal Rifai University of Muhammadiyah Purwokerto
Meydy Fauziridwan Universitas Muhammadiyah Purwokerto
Muchammad Agung Miftahuddin Universitas Muhammadiyah Purwokerto
Fatmah Bagis Universitas Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijbae.v4i4.232

Keywords:

E-WOM, Social Media, Lifestyle, Decision, Shopee

Abstract

This study aims to examine and analyze the influence of electronic word of mouth (e-WOM) on social media and lifestyle on purchasing decisions on the Shopee marketplace. This study uses a quantitative research method and focuses on students in Purwokerto. A total of 100 respondents were sampled. This study uses a non-probability sampling method with a purposive sampling approach. Data collection was conducted using a questionnaire with a 5-point Likert scale. Data analysis was performed using Smart PlS 3.0 software. The results of the study indicate that electronic word of mouth (e-WOM), social media, and lifestyle have a significant positive influence on purchasing decisions. In this study, lifestyle has a dominant impact on purchasing decisions.

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