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All Journal Prosiding University Research Colloquium
Santoso, Mulato
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Humanities Computer Science & IT Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology

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Analysis of The Effect of Discount Prices, Customer Reviews and Electronic Word of Mouth on Purchase Decisions Setyawati, Eka Ayu; Murniningsih, Rochiyati; Santoso, Mulato
Prosiding University Research Colloquium Proceeding of The 15th University Research Colloquium 2022: Mahasiswa (Student Paper Presentation) B
Publisher : Konsorsium Lembaga Penelitian dan Pengabdian kepada Masyarakat Perguruan Tinggi Muhammadiyah 'Aisyiyah (PTMA) Koordinator Wilayah Jawa Tengah - DIY

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Abstract

The study aims to test the effect of discounted prices, customer reviews and electronic word of mouth on purchase decisions at Shopee. This research sample is the people of Magelang Regency Shopee users and at least have done transactions shopee. The data retrieval method uses purposive sampling with non-probability sampling techniques with a sample number of 100 respondents. The tool used is a multiple linear regression analysis tool with the help of SPSS. The results of this study showed that discount prices had a positive effect on purchasing decisions, customer reviews had no effect on purchasing decisions, and electronic word of mouth had a positive effect on purchasing decisions.
Co-Authors Rochiyati Murniningsih, Rochiyati Setyawati, Eka Ayu