ANALISIS E-WOM, ONLINE SHOPPING EXPERIENCE DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN E-COMMERCE SHOPEE PADA MAHASISWA PASCASARJANA UNIVERSITAS RIAU

Mela Kartika · Raden Lestari Ganarsih

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

This study aims to determine the effect of e-WOM, Online Shopping Experience and Trust on Shopee E-commerce Purchasing Decisions and Satisfaction on Post-Graduate Students at the University of Riau. The total population of active graduate students of University of Riau in 2018 is 3.917 students, then a purposive sampling approach is used with a sample of 165 people. The results of the analysis show that e-WOM, Online Shopping Experience and Trust has a significant effect on Shopee E-commerce Purchasing Decision and Satisfaction in Post-Graduate Students of the University of Riau. Goodness of Fit shows a value of 0.539> 0.36 GoFLarge. This shows that the independent variable in the model is able to predict the dependent variable well.

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