Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Vol. 3 No. 3 (2022): Juli

The Influence of Advertising and Electronic Word of Mouth On Purchasing Decision on The Shopee Marketplace

Febi Alin Purnama (UNIVERSITAS PERJUANGAN TASIKMALAYA (FEB))
febi alin purnama (UNIVERSITAS PERJUANGAN TASIKMALAYA)

Article Info

Publish Date
14 Jul 2022

Abstract

This study aims to determinate the effect of advertising and electronic word of mouth on purchasing decisions on the shopee marketplace (Survey on students of Universitas Perjuangan Tasikmalaya class of 2018). The research methode uses a quantitative method with a survey, the data used are primary and secondary data. The data analysis technique used is multiple linear regression analysis using SPPS v.25 software. The result of hyphothesis testing show that advertising and Electronic Word of Mouth have a significant effect on purchasing decisions in the shopee marketplace partialy and simultaneously.

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Journal Info
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Website

Abbrev

JURNALEMAK

Publisher

Indonesian Journal Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Economics, Management, Accounting and Finance is an online journal with full reference (double-blind peer review) and open access for academics, researchers, postgraduate students, early career researchers and university students, published by ADM Publisher Bengkulu, Indonesia.Jurnal Emak ...