Driving Purchase Decisions On Shopee: The Role Of Customer Engagement And E-Wom In Bandar Lampung
Abstract
This study aims to determine the effect of customer engagement and electronic word of mouth (E-WOM) on the purchasing decisions of Shopee users in Bandar Lampung City. This study uses primary data obtained directly from respondents through a questionnaire. The sampling technique used is non-probability sampling with a purposive sampling method of 120 respondents who are Generation Z aged 17-28 years, in Bandar Lampung, and have made purchases through Shopee. The data analysis method used in this study is multiple linear regression analysis. The results of the study show that (1) customer engagement has a positive and significant effect on the purchasing decisions of Shopee users in Bandar Lampung, (2) electronic word of mouth (E-WOM) has a positive and significant effect on the purchasing decisions of Shopee users in Bandar Lampung, and (3) customer engagement and electronic word of mouth simultaneously have a significant effect on the purchasing decisions of Shopee users in Bandar Lampung.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
