| dc.description.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. | en_US |
