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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 Qorib Akbar Aldi Kautsar Aminuyati Andi Herlina Ansar, Nurhakki Ardiah Juita Askar Askar, Askar Bachtiar W , Marsellinus Balthasar Malindar Duduaka, Rustam Enny Widawati Fadilah Amelia Nasution Fahcruddin Pasolo Faisal Akbar Fajril Akbar Fakhrur Rozi Fentje Abdul Rauf Filus Raraga Fri Murdiya, Fri Hasan Sazali Hasanuddin Hasanuddin Hendra Uloli Henry N. Barus Idham Halid Lahay Ilman Kadori Imran S.M. Nur Iskandar M. Lapanjang Jamal Darusalam Giu Khairunnisa Ritonga Lailan Sofinah Harahap Lusiana M Choirul Amri Mansur Mario Marudut Sirait Maulida Rahmi Nasution Miranda W. Lubis Misroh Pebrianti Mohammad Archi Maulyda Monica Pratiwi Muh. Yamin Noch Muhammad Asir Muhammad Noval Riswandha Neila Susanti Nida Fitriyani NUR INDA APRILIA Nurita Elvira Octaviani, Nazlia Onah Rohanah Pasolo, Fachruddin PRAMUDIBYO, SUGENG PRAMUDIBYO Rafael Elvan Risaldy Rahmadona Indriana Ramadi Ramadi Ramli, Rudianto Rendi Oktora Rexoprodjo, Monalisa Rianto Hidayat Mangngi Salsah Fadilah Siregar Silmi Oktapiani Sirait, Mario Marudut Sjamsiar Husen Sjamsier Husen Sunardi Suratini, Suratini Trifandi Lasalewo Trimaijon Trimaijon Vivi Rachmatul Hidayati Waliyuddin Yusuf Yusuf Zakaria Zuhriah Zuhriah Zuli Nuraeni