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Abdul Rasyid
IKIP Ujung Pandang
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Journal : Journal of Creative Student Research

 1 
Pengaruh Electronic Word Of Mouth (e-WOM) Terhadap Keputusan Pembelian Produk Somethinc Official Shop Di Shopee Maulida Rahmi Nasution; Abdul Rasyid; Zuhriah Zuhriah
Journal of Creative Student Research Vol. 2 No. 1 (2024): Februari : Journal of Creative Student Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jcsr-politama.v2i1.3543

Abstract

Electronic Word of Mouth is a marketing communication strategy that helps consumers learn more about products they want to buy. This research uses central and peripheral routes based on Elaboration Likelihood Theory to determine the influence of Electronic Word of Mouth in the review column on purchasing decisions for Somehinc Official Shop products on Shopee. To conduct explanatory quantitative research, questionnaires were distributed to 271 respondents. The data analysis technique applied is multiple linear regression analysis. The results of this study are there is a significant effect partially between information relevance (X1), information accuracy (X2), value-added information (X3), and product ranking (X5) on purchasing decisions (Y), while the information quantity (X4) has no significant effect. However, there is a significant effect simultaneously between all dimensions of Electronic Word of Mouth on purchasing decisions (Y).
Co-Authors Abdurohim Adriyansya Lihawa AGUNG MOKODOMPIT Ahmad Fadli Ahmad Faizal Ahmad Qorib Akbar Aldi Kautsar Aminuyati Amir Hamzah Muhiddin Andi Herlina Andi Niartiningsih Ansar, Nurhakki Ardiah Juita Arifatul Aini Asnawi Askar Askar, Askar Aulia Kamal Bachtiar W , Marsellinus Balthasar Malindar Buyung R. Machmoed Dea Utami Putri Duduaka, Rustam Dwene Nur Gianing Dwi Amanda Pratiwi Eduart Wolok Enny Widawati Fahcruddin Pasolo Fajril Akbar Fakhrur Rozi Fentje Abdul Rauf Filus Raraga Fri Murdiya, Fri Hasanuddin Hasanuddin Hendra Uloli Henry N. Barus Hindun Effendy Idham Halid Lahay Imran S.M. Nur Iskandar M. Lapanjang Isnaeni Arifin Jamal Darusalam Giu Khairunnisa Ritonga Mahatma Lanuru Mansur Mario Marudut Sirait Maulida Rahmi Nasution Miranda W. Lubis Misroh Pebrianti Moh. Alwi Moh. Alyafi Dg. Matiro Moh. Bakir Monica Pratiwi Muh. Ridwan Malik Muh. Yamin Noch Muhammad Anshar Amran Muhammad Asir Muhammad Irsyad Monoarfa Muhammad Noval Riswandha Munawir Neila Susanti Nida Fitriyani NUR INDA APRILIA Nurita Elvira Onah Rohanah Pasolo, Fachruddin PRAMUDIBYO, SUGENG PRAMUDIBYO Pricilia Gaby Angelica Rahmadona Indriana Ramadi Ramadi Raman S. Mau Ramli, Rudianto Rehana Qori Hafizah Rendi Oktora Rexoprodjo, Monalisa Rianto Hidayat Mangngi Shinta Werorilangi Silmi Oktapiani Sirait, Mario Marudut Sjamsiar Husen Sjamsier Husen Sunardi Suratini Suratini Suratini Tria Fricila Trifandi Lasalewo Trimaijon Trimaijon Waliyuddin Yudi Hariyanto Yusuf Yusuf Zakaria Zuhriah Zuhriah Zuli Nuraeni