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Abstract
This study aims to determine the effect of Electronic Word of Mouth on product purchasing decisions at Shopee among Generation Z and Millennials in Bone Regency. This research uses a quantitative approach and descriptive-analytical. The data collection technique used in this study was distributing questionnaires to 50 respondents from the millennial and Z generations in Bone Regency. The data analysis technique is linear regression analysis. The study's findings that Electronic Word of Mouth has a positive and significant impact on consumer purchasing decisions. That is, the hypothesis is proven. Thus, the positive and significant influence shows that electronic word of mouth can be one of the considerations for generation Z and millennial generations in Bone Regency in deciding to buy products at Shopee.
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References
- Bambang D. Prasetyo, dkk. Komunikasi Pemasaran Terpadu (Pendekatan Tradisional Hingga Era Media Baru), h. 205.
- Elvira Ismagilova, et. al, Electronic Word of Mouth (eWOM) in the Marketing Context (a State of the Art Analysis and Future Directions) (UK: Springer, 2017), h. 18.
- Farida, Ida, dan Kamiruddin Fitriani. 2022. “The Role of Word of Mouth and Personal Selling in Improving MSME Marketing Performance in the Digitalization Era in Home Industry.” International Journal of Scientific and Research Publications (IJSRP) 12(2): 284.
- Ji Xiaofen dan Zhang Yiling, “The Impacts of Online Word-ofmouth on Consumer?s Buying Intention on Apparel: An Empirical Study,” International Symposium on Web Information Systems and Applications, Vol 9. No. 1, 2009, h. 24.
- Kementerian Agama RI, Al-Qur’an dan Terjemahnya (Bandung: Al-Qur’an Al-Qosbah, 2020), h. 122.
- Moh.Nazir, Metode Penelitian (Bogor: Ghalia Indonesia, 2011), h. 89.
- Misbahuddin dan Iqbal Hasan, Analisis Data Penelitian dengan Statistik Ed. 2 ([t.c]; Jakarta: Bumi Aksara, 2013), h. 17.
- Philip Kotler dan Kevin Lane Keller, Manajemen Pemasaran, Edisi 12 Jilid I (Jakarta: PT Gramedia Pustaka Utama, 2010), h. 512.
- Syaparuddin, Ilmu Ekonomi Mikro Islam: Peduli Maslahah VS Tidak Peduli Maslahah (Cet. 1; Yogyakarta: TrustMedia Publishing, 2017), h. 95.
- Sugiyono, Metode Penelitian Kuantitatif dan Kualitatif dan R&G (Bandung: Alfabeta, 2012), h. 8.
References
Bambang D. Prasetyo, dkk. Komunikasi Pemasaran Terpadu (Pendekatan Tradisional Hingga Era Media Baru), h. 205.
Elvira Ismagilova, et. al, Electronic Word of Mouth (eWOM) in the Marketing Context (a State of the Art Analysis and Future Directions) (UK: Springer, 2017), h. 18.
Farida, Ida, dan Kamiruddin Fitriani. 2022. “The Role of Word of Mouth and Personal Selling in Improving MSME Marketing Performance in the Digitalization Era in Home Industry.” International Journal of Scientific and Research Publications (IJSRP) 12(2): 284.
Ji Xiaofen dan Zhang Yiling, “The Impacts of Online Word-ofmouth on Consumer?s Buying Intention on Apparel: An Empirical Study,” International Symposium on Web Information Systems and Applications, Vol 9. No. 1, 2009, h. 24.
Kementerian Agama RI, Al-Qur’an dan Terjemahnya (Bandung: Al-Qur’an Al-Qosbah, 2020), h. 122.
Moh.Nazir, Metode Penelitian (Bogor: Ghalia Indonesia, 2011), h. 89.
Misbahuddin dan Iqbal Hasan, Analisis Data Penelitian dengan Statistik Ed. 2 ([t.c]; Jakarta: Bumi Aksara, 2013), h. 17.
Philip Kotler dan Kevin Lane Keller, Manajemen Pemasaran, Edisi 12 Jilid I (Jakarta: PT Gramedia Pustaka Utama, 2010), h. 512.
Syaparuddin, Ilmu Ekonomi Mikro Islam: Peduli Maslahah VS Tidak Peduli Maslahah (Cet. 1; Yogyakarta: TrustMedia Publishing, 2017), h. 95.
Sugiyono, Metode Penelitian Kuantitatif dan Kualitatif dan R&G (Bandung: Alfabeta, 2012), h. 8.