The Effect of Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), and Trustworthiness on Consumer Purchasing Decisions Through The Shopee Marketplace

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Published: Apr 2, 2024
Keywords:
E-WOM, OCR, Trustworthiness, Purchase Results

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Tasya Nurisma Alviana
University of Nusantara PGRI Kediri
Poniran Yudho Leksono
University of Nusantara PGRI Kediri

Abstract

Research aim : This study aims to test and analyze the effects  of Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), and Trustworthiness on Consumer Purchasing Decisions through  the Shopee Marketplace.


Design/Method/Approach : This research is a type of quantitative descriptive research. The population of this study is students of the Management Study Program of Universitas Nusantara PGRI Kediri, with a sample of 40 respondents. This research was conducted by survey method  on Management Study Program Students of Universtas Nusantara PGRI Kediri who had made transactions through  the  shopee marketplace. The sampling technique uses data analysis techniques using multiple linear regression tests. Data processing is carried out using SPSS 23.


Research Finding : The results of this study prove that Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), and Trustworthiness simultaneously have a significant effect on Consumer Purchasing Decisions through  the Shopee Marketplace for Management Study Program Students of Universitas Nusantara PGRI Kediri.

Article Details

How to Cite
Alviana, T. N., & Leksono, P. Y. (2024). The Effect of Electronic Word of Mouth (E-WOM), Online Consumer Review (OCR), and Trustworthiness on Consumer Purchasing Decisions Through The Shopee Marketplace. Kilisuci International Conference on Economic &Amp; Business, 2, 321–329. Retrieved from https://proceeding.unpkediri.ac.id/index.php/kilisuci/article/view/4114
Issue
Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Section
Articles

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