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All Journal Jurnal Manajemen Pendidikan Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Dinamisia: Jurnal Pengabdian Kepada Masyarakat Pelita : Jurnal Penelitian dan Karya Ilmiah EKONOMI BISNIS Perspektif : Jurnal Ilmu Administrasi International Journal of Business, Law, and Education Jurnal Bisnis dan Manajemen (JBM) International Education Trend Issues PERFECT EDUCATION FAIRY
Sugeng Lubar Prastowo
Universitas Islam Syekh Yusuf Tangerang
Religion Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Journal : Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis

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Pengaruh e-Promotion, Pelayanan, Kemudahan, e-WOM Terhadap Keputusan Pembelian, melalui Perilaku Konsumen pada Marketplace Lazada Sugeng Lubar Prastowo; Ernie Mardiany Djaenudin; Nurul Vivi Apiyanti
Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Vol 7, No 1 (2023): Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : LPPM Universitas BSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/eco.v7i1.15241

Abstract

Lazada is an e-commerce with fewer visitors compared to other e-commerce. Several relevant research results show that there are still inconsistencies in research results. This study aims to determine the effect of e-Promotion, service quality, ease of shopping, and e-WOM on purchasing decisions through consumer behavior. The research method uses associative quantitative methods, with causal techniques. The sampling technique was purposive sampling, and data analysis was carried out both descriptively and inferentially. Analysis approach with SEM-PLS, using Smart PLS 3.0. The results of the study prove that the exogenous variables e-Promotion, convenience, and consumer behavior have a direct significant effect on purchasing decisions, while service quality, and e-WOM do not have a direct effect on purchasing decisions. As for e-Promotion, service quality, convenience, and e-WOM have a direct significant effect on consumer behavior. The e-Promotion variables, service quality, convenience, and e-WOM, have a significant indirect effect on purchasing decisions, through consumer behavior as a mediating variable.
Co-Authors Ade Indra Permana Ade Indra Permana Afriadi, Bambang Alunis, Kalyca Shafhah Suci Andika, Sandy Annaufal, Muhamad Ardabilly Atichasari, Anna Sofia Az-Zahra, Aulia Miftah BAGUS MANUNGGAL Colega Oli, Mario Dea, Dea Aditia Maharani Djaenudin, Ernie Mardiany Erialdy Erialdy, Erialdy Erika, Ria Ernie Mardiany Djaenudin Fatkar, Budiastuti Fitri Fitri Hidayat Syah Iana, Emil Isnaniah, Isnaniah Isrial, Isrial Mochammad Mirza Muhamad Nur Muhammad Nur Mulky Fauzan Nurcahyati, Putri Nurul Vivi Apiyanti Permana, Ade Indra Ramadhani, Nurdyanti Rosmeri Simorangkir, Melda Rumia Sobirov, Bobur Sutarjo Sutarjo Syahira, Aurisa