Pengaruh Influencer Marketing, Electronic Word of Mouth (eWOM) dan Persepsi Harga Terhadap Keputusan Pembelian Produk Fashion pada Marketplace Shopee (Studi pada Mahasiswa Berdomisili di Kecamatan Sukolilo). (Impact of Influencer Marketing, Electronic Word of Mouth (eWOM), and Price Perception on Fashion Product Purchase Decisions on the Shopee Marketplace (Study of Students Living in Sukolilo District)).

Novarinai, Venezia (2024) Pengaruh Influencer Marketing, Electronic Word of Mouth (eWOM) dan Persepsi Harga Terhadap Keputusan Pembelian Produk Fashion pada Marketplace Shopee (Studi pada Mahasiswa Berdomisili di Kecamatan Sukolilo). (Impact of Influencer Marketing, Electronic Word of Mouth (eWOM), and Price Perception on Fashion Product Purchase Decisions on the Shopee Marketplace (Study of Students Living in Sukolilo District)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The convenience of internet, online shopping to be conducted anytime and anywhere, one of which is purchasing fashion products online on the Shopee marketplace. In the fashion product category, many consumers still inquire before making a purchase due to the abundance of fashion product sellers offering various qualities and prices. Therefore, consumers greatly need information before deciding on a purchase. This information is obtained from Electronic Word of Mouth (eWOM), Influencer Marketing, and price perception, which also serve as references in the purchasing decision. From this, it is assumed that consumers make purchases in line with their expectations. The population in this study consists of students residing in the Sukolilo District who have purchased fashion products on Shopee. The sampling technique used in this research is convenience sampling with a sample size of 100 respondents, and the analysis is conducted using the IBM SPSS 25 tool. The results of this study indicate that influencer marketing has a positive but not significant impact on purchasing decision, eWOM has a positive and significant impact, on purchasing decision and price perception has a positive and significant impact on purchasing decisions. Meanwhile, simultaneously, influencer marketing, eWOM and price perception have a positive and significant impact on purchasing decision.

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