Pengaruh E-WOM dan Penggunaan Sosial Media Melalui Marketplace Shopee terhadap Keputusan Pembelian pada Mahasiswa Institut Bisnis dan Teknologi Kalimantan (IBITEK)

Abstrak

This study aims to determine the influence of electronic word of mouth (e-WOM) and social media usage on purchasing decisions of students at the Institute of Business and Technology Kalimantan (IBITEK) in the Shopee marketplace. The study population consisted of 809 management and accounting students from the 2021–2024 intake, with a sample of 268 respondents selected using proportionate stratified random sampling. Hypothesis testing was conducted using multiple linear regression analysis, and data collection used a Google Form distributed to respondents via WhatsApp. The results indicate that e-WOM and social media usage in the Shopee marketplace have a significant influence, both partially and simultaneously, on purchasing decisions among students at the Institute of Business and Technology Kalimantan.