Pengaruh Electronic Word of Mouth, Digital Marketing, dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Marketplace Shopee di Kota Mataram

Penulis

  • Miftahul Jannah Universitas Mataram
  • weni retnowati FEB UNRAM

DOI:

https://doi.org/10.29303/jrp.v4i2.4694

Kata Kunci:

Keputusan Pembelian, Electronic Word of Mouth, Digital Marketing. dan kualitas pelayanan, Purchasing Decisions, Electronic Word of Mouth, Digital Marketing, and Service Quality

Abstrak

ABSTRAK Penelitian ini ditujukan untuk mengetahui pengaruh Electronic Word of Mouth, Digital Marketing, dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Marketplace Shopee di Kota Mataram. Populasi dalam penelitian ini adalah masyarakat Kota Mataram yang pernah melakukan pembelian di marketplace Shopee, sedangkan sampel dalam penelitian ini adalah 100 orang pengguna Shopee dengan menggunakan teknik purposive sampling. Jenis penelitian ini merupakan penelitian kuantitatif yang bersifat asosiatif. Pengolahan data pada penelitian ini menggunakan SPSS 22.0, dimana dilakukan analisis linear berganda dan uji hipotesis dengan uji parsial (uji t), uji simultan (uji f), dan uji koefisien determinasi (R2). Hasil penelitian menunjukkan bahwa (1) Electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Keputusan Pembelian, Electronic Word of Mouth, Digital Marketing. dan kualitas pelayanan   ABSTRACT This research is aimed at finding out the influence of Electronic Word of Mouth, Digital Marketing, and Service Quality on the Shopee Marketplace in Mataram City. The population in this study are Mataram City residents who have made purchases on the Shopee marketplace, while the sample in this study was 100 Shopee users using an purposive sampling technique. This type of research is an quantitative research with associative type. Data processing in this study uses SPSS 22.0, which uses multiple linear regression analysis and hypothesis test with partial test (t test), simultaneous test (f test), and the coefficient of determination test (R2). The results of this study indicate that (1) Electronic word of mouth has a positive and significant effect on the purchasing decision. (2) Digital marketing has a positive and significant effect on the purchasing decision. (3) Service quality has a positive and significant effect on the purchasing decision. Keywords: Purchasing Decisions, Electronic Word of Mouth, Digital Marketing, and Service Quality

Diterbitkan

2025-05-23