PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), AFILIASI, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PLATFORM E-COMMERCE Shopee (Studi Kasus Pengguna Aplikasi Shopee)

HERMANSYAH, OKKY (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), AFILIASI, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PLATFORM E-COMMERCE Shopee (Studi Kasus Pengguna Aplikasi Shopee). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study analyzes the influence of Electronic Word of Mouth (E-WOM), Affiliate, and Promotion on purchasing decisions on the Shopee E-Commerce platform using a quantitative approach based on consumer behavior theory. Data were collected through a survey of 100 respondents in the Jabodetabek area and analyzed using multiple linear regression. The results indicate that E-WOM and Affiliate significantly influence purchasing decisions, while Promotion does not have a significant effect. E-WOM enhances trust through high-quality online reviews, whereas Affiliate boosts content appeal and accessibility. This study provides insights for Shopee to optimize E-WOM and Affiliate strategies and evaluate promotional efforts to improve competitiveness and customer loyalty. Keywords: Electronic Word of Mouth (E-WOM), Affiliate, Promotion, Purchasing Decision, Consumer Behavior Theory Penelitian ini menganalisis pengaruh Electronic Word of Mouth (E-WOM), Afiliasi, dan Promosi terhadap keputusan pembelian pada platform E-Commerce Shopee menggunakan pendekatan kuantitatif berdasarkan teori perilaku konsumen. Data dikumpulkan melalui survei terhadap 100 responden di wilayah Jabodetabek, dan dianalisis menggunakan regresi linier berganda. Hasil menunjukkan bahwa E- WOM dan Afiliasi secara signifikan memengaruhi keputusan pembelian, sedangkan Promosi tidak memberikan pengaruh signifikan. E-WOM memperkuat kepercayaan melalui ulasan daring berkualitas, sedangkan Afiliasi meningkatkan daya tarik konten dan aksesibilitas. Studi ini memberikan wawasan untuk meningkatkan strategi pemasaran Shopee melalui optimalisasi EWOM dan Afiliasi serta evaluasi promosi guna meningkatkan daya saing dan loyalitas konsumen. Kata Kunci: Electronic Word of Mouth (E-WOM), Afiliasi, Promosi, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 203
NIM/NIDN Creators:	43120120007
Uncontrolled Keywords:	Electronic Word of Mouth (E-WOM), Afiliasi, Promosi, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	04 Aug 2025 03:13
Last Modified:	04 Aug 2025 03:13
URI:	http://repository.mercubuana.ac.id/id/eprint/96513

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