PENGARUH E-WOM DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

WIDIANTO, ARI (2020) PENGARUH E-WOM DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ARI WIDIANTO, The Effect of E-WOM and lifestyle Towards Student’s Purchase Decision of Shopee Marketplace in FE, UNJ. Thesis, Jakarta: Faculty of Economics, University of Jakarta 2020. The study aims to determine the correlation between E-WOM and lifestyle with purchase decisions of Shopee in the Faculty Economics, Universitas Negeri Jakarta. This research was conducted for 6 month starting from February to July 2020. The research method used is survey method with the correlation approach, the population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used is purposive sampling as many as 126 people. Resulting a regression equation by Ŷ = 25,408 + 0,378 X1 + 0,287 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,84 and X2 equal to 0,200. . Because the significance level is > 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. Testing linearity of regression Y on X1 an Y on X2 yields a significance value on linearity, that is 0,000 < 0,050, so it’s concluded that it has a linear relationship. Then performed the test of significance correlation coefficient using t test and resulting that Y on X1 tcount = 3,428 and ttable = 1,97944, Y on X2 tcount = 2,899 and ttable = 1,97944. The value correlation coefficient between variable of price (X1) to the purchase decision (Y) equal to 0,425, lifestyle (X2) to purchase decision (Y) equal to 0,400. So there is a positive and significant relationship between E-WOM and purchase decisions, as well as a lifestyle and purchase decision is. Thus, it can conclude a positive and significant relation between E-WOM and lifestyle with purchase decisions. The coefficient of determination Y on X1 and X2 obtained by 0,233 indicating that 23,3% variable purchase decision is determined by E-WOM and lifestyle. Meanwhile the remaining 76,7% is influenced by other factors. Keyword: Purchase Decision, E-WOM, Lifestyle,.

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