ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPengaruh E-WOM Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Kota Palu |
| Nama: NUR MAGEFIRA |
| Tahun: 2025 |
| Abstrak ABSTRACT Nur Magefira C 201 19 615. The Influence of E-WOM and Product Quality on Purchase Decisions in the Shopee Marketplace in Palu City. Supervised by Adfiyani Fadjar. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and product quality on purchase decisions in the Shopee marketplace in Palu City. This research employs a quantitative approach with a sample of 90 respondents selected from Shopee customers in Palu City. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression. The results indicate that: (1) Simultaneously, E-WOM and product quality significantly influence purchase decisions, with the coefficient of determination showing a strong relationship between these variables. (2) Partially, E-WOM has a significant impact on purchase decisions, where customer reviews and ratings play a crucial role in building consumer trust. (3) Product quality also significantly affects purchase decisions, as high-quality products provide consumer satisfaction. Keywords: E-WOM, Product Quality, Purchase Decision. |