Pengaruh Digital Marketing, Electronic Word of Mouth, dan Lifestyle terhadap Keputusan Pembelian Skincare pada E-Commerce Shopee (Studi Pada Pengguna Shopee di Kab. Magelang)

Panuntun, Ragil Adi (2025) Pengaruh Digital Marketing, Electronic Word of Mouth, dan Lifestyle terhadap Keputusan Pembelian Skincare pada E-Commerce Shopee (Studi Pada Pengguna Shopee di Kab. Magelang). Other thesis, Universitas BPD.

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Abstract

Abstract This research aims to determine the influence of Digital Marketing, Electronic Word of Mouth, and Lifestyle on Skincare Purchase Decisions on Shopee E-Commerce. This type of research data is quantitative research. The population in this study were Shopee users in Kab. Magelang. The sampling technique in this research is non-probability sampling, namely purposive sampling. The data collection technique in this research used a questionnaire with a Likert scale and the sample consisted of 100 respondents. Meanwhile, the data analysis method uses multiple linear regression. The research results show that Digital Marketing, Electronic Word of Mouth, and Lifestyle have a significant influence on Purchasing Decisions. Keywords: Digital Marketing, Electronic Word of Mouth, Lifestyle, Purchasing Decision

Item Type:	Thesis (Other)
Additional Information:	Digital Marketing, Informasi Elektronik Dari Mulut Ke Mulut, Gaya Hidup, Keputusan Pembelian
Uncontrolled Keywords:	Digital Marketing, Electronic Word of Mouth, Lifestyle, Purchasing Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	22 Sep 2025 01:39
Last Modified:	22 Sep 2025 01:39
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2640

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