Pengaruh Electronic Word Of Mouth, Digital Marketing, dan Online Customer Review Terhadap Keputusan Pembelian Produk T-Shirt Deathless Pada Pengguna Shopee Mahasiswa Universitas Kadiri

Cahyo, Prayogo Dwi (2024) Pengaruh Electronic Word Of Mouth, Digital Marketing, dan Online Customer Review Terhadap Keputusan Pembelian Produk T-Shirt Deathless Pada Pengguna Shopee Mahasiswa Universitas Kadiri. Skripsi thesis, Universitas Kadiri.

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Abstract

This research is driven by advances in information technology in the fashion industry including the clothing sector that is undergoing rapid development especially in T-shirt products. The study aims to look at the influence of E-WOM, digital marketing, and online customer reviews on purchasing decisions of T-Shirt Deathless Store products on the shopee users of Kadiri University students. The method used is the quantitative method with the associative type of causality. The population included in the study was a Kadiri University student with a sample of 100 respondents obtained using purposive sampling techniques. The research tool using a likert scale questionnaire with data analysis techniques used is double linear regression analysis. The results of the research show empirical evidence that E-WOM variables, digital marketing, and online customer reviews, partially and simultaneously, have a positive and significant influence on the purchase decision of T-Shirt Deathless Store products in Kadiri University student shopee users. With a determination coefficient of 69.6%. Keywords: E-WOM, Digital Marketing, Online Customer Review, Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	NR Nurul Huda
Date Deposited:	25 Feb 2026 02:12
Last Modified:	25 Feb 2026 02:12
URI:	http://repository.unik-kediri.ac.id/id/eprint/1036

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