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All Journal GEMA TEKNOLOGI Jambura Economic Education Journal BASKARA: Journal of Business and Entrepreneurship IIJSE
Subali Subali
Jurusan teknik elektro program diploma III Fakultas Teknik Universitas Diponegoro Jalan Prof. Sudharto, SH Tembalang- Semarang 50275
Computer Science & IT Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Jambura Economic Education Journal

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Eksplorasi Dampak Electronic Word of Mouth Terhadap Perilaku Pembelian Konsumen di Toko Online Shopee Fadhillah, Wanda; Subali, Subali
Jambura Economic Education Journal Vol 7, No 3 (2025): : July 2025
Publisher : Gorontalo State University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jeej.v7i3.26818

Abstract

Consumer behavior in online stores is influenced by several factors such as reviews from other users. These reviews greatly affect the attractiveness of online stores and consequently show an impact on consumer purchasing behavior. This study intends to show the impact of electronic word of mouth on consumer purchasing behavior in the Shopee online store. This study uses a quantitative research method with a sample of 100 respondents using a purposive sampling method. Data were collected using questionnaire distribution techniques and simple linear regression analysis. This study shows the results that E-WOM has a significant impact on customer purchasing behavior, by obtaining a calculated t value (2.896) t table (1.960) and a significance t test (0.005) 0.05, then H0 is rejected and H1 is accepted. Thus, E-WOM shows its influence on consumer purchasing behavior in the Shopee online store by 79%.
Co-Authors Arif Setiawan Azizah, Fika Nurul Donny Pratama, Donny Dony Hardika Arfianto, Dony Hardika Dyah Palupi Utami, Dyah Palupi Fadhillah, Wanda Fadillah, Putri Nur Herlizah, Novita Khanina Rizki Sekar A, Khanina Rizki Priyo Sasmoko Roby Adi Wibowo, Roby Adi Sartika Kusuma Wardani, Sartika Kusuma Teguh Yuwono