<![CDATA[Penelitian ini ditujukan dengan maksud menguji pengaruh advertising attractiveness, influencer marketing dan online customer review terhadap purchase decision pengguna E-commerce Shopee di Jakarta Barat. Peneliti menggunakan 135 responden yang merupakan mahasiswa aktif Universitas Tarumanagara dan Universitas Bina Nusantara yang berbelanja menggunakan Shopee. Data diolah menggunakan perangkat lunak SmartPLS 4 dengan analisis data, seperti uji validitas dan reliabilitas; koefisien determinasi; ukuran efek; dan pengujian hipotesis bootstrap. Hasil penelitian menyatakan bahwa advertising attractiveness, influencer marketing, dan online customer reviews berpengaruh positif dan signifikan terhadap purchase decision konsumen E-commerce di Jakarta Barat. This study aims to examine the effect of advertising attractiveness, influencer marketing and online customer reviews on the purchase decision of Shopee E-commerce users in West Jakarta. Researchers used 135 respondents who are active students of Tarumanagara University and Bina Nusantara University who shop using Shopee. The data were processed using SmartPLS 4 software with data analysis, such as validity and reliability tests; coefficient of determination; effect size; and bootstrap hypothesis testing. The results stated that advertising attractiveness, influencer marketing, and online customer reviews have a positive and significant effect on the purchase decision of E-commerce consumers in West Jakarta.]]>
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