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Menampilkan 1–2 dari 2 artikel
Pengaruh Kepercayaan Konsumen dan Harga Produk yang Dimediasi e-WOM terhadap Keputusan Pembelian di Platform Shopee
Ninggar Agustina Cindya Putri
; Siska Hadiyanti
; Andriya Risdwiyanto
; Sabilla Saberina
JURNAL EKONOMI MANAJEMEN AKUNTANSI
Vol 31
, No 2
(2025)
This study aims to analyze the influence of consumer trust and product price, mediated by e-WOM (electronic word-of-mouth), on purchase decisions on the Shopee platform. A quantitative approach was used, with a sample of 75 undergraduate students living in boarding houses in the Special Region of Yogyakarta who shop on Shopee. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with SmartPLS version 4. The results show...
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THE INFLUENCE OF GENERATION Z CONSUMER BEHAVIOR ON PURCHASE MOTIVATION IN E-COMMERCE SHOPPE
Frans Sudirjo
; Luckhy Natalia Anastasye Lotte
; I Nyoman Tri Sutaguna
; Andriya Risdwiyanto
; Muhammad Yusuf
Profit: Jurnal Manajemen, Bisnis dan Akuntansi
Vol 2
, No 2
(2023)
The study aims to investigate the impact of generation Z consumer behavior on site qualities, privacy security, online shopping services, and shopping enjoyment, as well as mediating shopping pleasure on online impulse purchases. The rapid expansion of e-commerce, along with the buying habits of Generation Z, leads to unexpected or impulse purchases. This study is quantitative, with primary data collected through a purposive sampling method. The number of respondents who met the criterion of gen...
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