Pengaruh Media Sosial, Periklanan, Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Kota Batam - Mirnawati Y; Triana Ananda Rustam (Program Pascasarjana STIE Amkop Makassar, 2022)
Abstract Rapid progress in the world of technology and information is currently a significant opportunity to drive the economy, especially in the e-commerce industry. The social environment in the digital era that continues to change over time also changes. As a result, people's reaction to online transactions is very high, especially because the era is getting more sophisticated. Indonesian people are becoming more interested in buying goods or services using the marketplace because it is more practical, and can be used anywhere in a modern way. This study aims to analyze the effect of Social Media, Advertising, and Electronic Word Of Mouth on purchasing decisions at the Shopee marketplace in Batam City. With a sample of 100 respondents using non-probability sampling technique. The data collection technique was by distributing questionnaires through the Google form, while the data analysis technique was by using multiple linear regression analysis using Statistical Package for the Social Sciences (SPSS) 25. Based on the analysis results from the f test, it was obtained that simultaneously Social Media, Advertising, and Electronic Word Of Mouth on purchasing decisions on the Shopee marketplace in Batam City. On the results of the t test that partially social media does not have a significant effect on purchasing decisions, while advertising and electronic word of mouth have a significant effect on purchasing decisions. Keywords: Social Media, Advertising, and Electronic Word Of Mouth, Purchasing Decisions Abstrak Kemajuan yang pesat di dalam dunia teknologi dan informasi saat ini menjadi peluang yang cukup besar dalam menggerakan perekonomian khususnya dalam industri e-commerce. Lingkungan masyarakat di era digital yang terus berubah seiring waktu berjalan pun berubah. Akibatnya, reaksi masyarakat terhadap transaksi online sangat tinggi, terutama karena zaman semakin canggih. Masyarakat indonesia menjadi lebih tertarik membeli barang atau jasa menggunakan marketplace karena lebih praktis, dan dapat digunakan dimana saja secara modern. Penelitian ini bertujuan untuk menganalisis pengaruh Media Sosial, Periklanan, dan Electronic Word Of Mouth terhadap keputusan pembelian pada marketplace Shopee di Kota Batam. Dengan sampel sebanyak 100 responden menggunakan teknik non probability sampling. Teknik pengumpulan data dengan penyebaran kuesioner melalui google form, sedangkan teknik analisis data dengan analisis regresi linier berganda menggunakan Statistical Package for the Social Sciences (SPSS) 25. Berdasarkan hasil analisis dari uji f diperoleh hasil bahwa secara simultan Media Sosial, Periklanan, dan Electronic Word Of Mouth terhadap keputusan pembelian pada marketplace Shopee di Kota Batam. Pada hasil uji t bahwa secara parsial media sosial tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan periklanan dan electronic word of mouth berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci : Media Sosial, Periklanan, dan Electronic Word Of Mouth, Keputusan Pembelian