Pengaruh Social Media Marketing, E-Word of Mouth, dan Kemudahan Transaksi terhadap Keputusan Pembelian Bagi Pengguna Shopee (Studi pada Generasi Z Kecamatan Medan Baru)

Abstract

The current e-commerce business competition requires entrepreneurs to pay more attention to the quality and creativity of social media content and the quality of Shopee application features in order to attract consumers to make purchases, including from Social Media Marketing, E-Word of Mouth and Ease of Transaction. This study aims to determine and analyze the effect of Social Media Marketing, E-Word of Mouth and Ease of Transaction on Purchasing Decisions of Shopee users in generation Z in Medan Baru District. This research is associative research and the type of data used is quantitative data. The population in this study were Generation Z Shopee users in Medan Baru District, Medan City. The number of samples in this study were 140 people with sampling techniques using purposive sampling with the criteria of having made transactions at Shopee, having participated in Social Media Marketing at Shopee, having bought goods at Shopee, having transacted with Shopee, aged 12-26 years (Generation Z) and residing in Medan Baru District, Medan City. Data analysis used multiple linear regression analysis. The data is processed statistically with the SPSS for windows program, namely the F-test model, t-test and the coefficient of determination (R2). The results of this study indicate that simultaneously Social Media Marketing, E-Word of Mouth and Ease of Transaction have a positive and significant effect on Purchasing Decisions for Shopee users in generation Z of Medan Baru District. Partially, Social Media Marketing, E-Word of Mouth and Ease of Transaction have a positive and significant effect on Purchasing Decisions for Shopee users in Generation Z of Medan Baru District.