Pengaruh Flash Sale dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian di E-Commerce Shopee: Studi pada Mahasiswa Program Studi Manajemen Universitas Negeri Makassar

Wandini Tahir (Universitas Negeri Makassar)
M. Ikhwan Maulana Haeruddin (Universitas Negeri Makassar)
Muhammad Ichwan Musa (Universitas Negeri Makassar)
Rahmat Riwayat Abadi (Universitas Negeri Makassar)
Wiwin Windarsari (Universitas Negeri Makassar)

Trending: Jurnal Manajemen dan Ekonomi
Vol. 4 No. 4 (2026): Oktober: Trending: Jurnal Manajemen dan Ekonomi

This research employed a quantitative approach using a survey method. The population consisted of students of Management Study Program Universitas Negeri Makassar who use the Shopee application. The sampling technique used was purposive sampling, resulting in 120 respondents. Data were collected through questionnaires and analyzed using instrument testing, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous test (F-test), and the coefficient of determination (R²) with the assistance of IBM SPSS Statistics. The results indicate that Flash Sale has a positive and significant effect on Purchase Decisions. Likewise, Electronic Word of Mouth (E-WOM) has a positive and significant effect on Purchase Decisions. Furthermore, the simultaneous test reveals that Flash Sale and Electronic Word of Mouth (E-WOM) jointly have a positive and significant effect on Purchase Decisions among Shopee users from the Management Study Program, Universitas Negeri Makassar.