Open AccessEFFECT OF E-WOM AND PERCEIVED VALUE ON PURCHASE DECISIONS
Author(s) -
Muhammad Zulkarnain
Publication year - 2021
Publication title -
ihtiyath : jurnal manajemen keuangan syariah
Language(s) - English
Resource type - Journals
ISSN - 2581-0219
DOI - 10.32505/ihtiyath.v5i2.3422
Subject(s) - purchasing , sample (material) , test (biology) , value (mathematics) , perception , psychology , advertising , regression analysis , marketing , business , statistics , mathematics , chromatography , neuroscience , biology , paleontology , chemistry
This study was conducted with the aim of analyzing the effect of e-wom and perceived value on purchasing decisions at the Shopee online store for consumers in Langsa City. The study used primary data sourced from research questionnaires. The study used a sample of 96 people with data analysis methods using multiple linear regression equations, t test, F test and R2 test. The results of the study show that e-wom and perceived value have a positive and significant effect on purchasing decisions made by consumers at the Shopee online store.
Keywords: e-wom; value perception, purchase decision, Shopee