Pengaruh Electronic Word of Mouth, Kemudahan Penggunaan Teknologi, Manfaat dan Kepercayaan Terhadap Keputusan Pembelian pada Marketplace Shopee

Abstract

The development of technology and information and the increasing use of the internet have changed the situation to be completely instantaneous, one of which is in terms of meeting needs by shopping online through the marketplace. Shopee is the marketplace with the second most traffic usage in Indonesia. One of Shopee's customer segments comes from generation Z who have various considerations that make them confident in making purchasing decisions on the marketplace. This study aims to determine the effect of Electronic Word of Mouth, Ease of Use of Technology, Benefits, and Trust on purchasing decisions on the Shopee marketplace by students in Padang City. The population of this study is students in the city of Padang who use Shopee to do online shopping, with a sample of 100 respondents obtained using convenience sampling techniques. Data collection using an online questionnaire. Data were analyzed using multiple linear regression analysis. The results of the study show that electronic word of mouth, benefits and trust have a positive and significant effect on purchasing decisions on the Shopee marketplace by students in Padang City, while the ease of use of technology does not have a positive and significant effect on purchasing decisions on the Shopee marketplace by students in Padang City. Simultaneously, Electronic Word of Mouth, Ease of Use of Technology, Benefits, and Trust have a significant effect on Purchase Decisions on the Shopee marketplace by Students in Padang City.