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The Influence of Advertising, Ratings, and E-Wom on Consumer Purchase Intention In Shopee Live Products Deshinta Ardya Putri; Ali
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.7135

Abstract

This study aim to examine the influence of advertising, ratings, and E-WOM on consumer purchase intention on Shopee Live in the Jepara area. This research is a quantitative study utilizing a survey method. The population of this study consists of Shopee Live viewers in Jepara, with the sample being those who have made a purchase. The sample was selected using purposive sampling, consisting of 96 individuals who had previously purchased products on Shopee Live. Data was collected through an online questionnaire that had undergone validity and reliability tests. The type of data used in this research is primary data, which was distributed to respondents and then analyzed using Partial Least Squares (PLS) and processed with SmartPLS 4.0. The research findings reveal that advertising and E-WOM significantly influence purchase intention. However, ratings do not have a significant effect on purchase intention. These findings are expected to provide crucial insights for sellers in developing more effective sales strategies to enhance consumer purchase intention on the Shopee platform.
Co-Authors ANDIKA Anna Widiastuti Anna Widiastuti Asri Suryo Deshinta Ardya Putri Diena Mutiara Lemy Dudi Permana Dyah Syifa Herawati Endang Purwaningrum fatimah Fatimah Felisitas Victoria Melati Firmansyah, Saputra Rizky Gustianingsih IBNU SANI Indianik Aminah Kumala Dwi, Shinta Latifah, Melati Nur Lini Ingriyani, Lini M. Rifqy Roosdhani Maghfiroh, Kholifatul Mas Wahyu Wibowo Masjono Muchtar, Ali Mu'iz, Abdul Muhammad Diwanul Mujahidin Muhklas Abrar Naila Umdah Zuhaidah Nurul huda Nurul Komaryatin PAREZA ALAM Reinarto, Riko Rifqy Roosdhani , Mohamad RITA Rizkiawan Rizki Samsinar samsul arifin Septi Apriliyani P SYAHPUTRA, RIDWAN Waersini, Sabar Wijaya, Supriatna Xaviera Amalia Putri Zainal Umam