DOI of the published article https://doi.org/10.37385/msej.v5i1.4291
Analysis of Live Streaming, Electronic Word of Mouth (E-Wom) and Affiliate Marketing on Purchasing Decision for Fashion Trend Productsi at the Shopee Marketplace (Case Study of Shopee Users)
Analisis Live Streaming, Electronic Word of Mouth (E-WoM) dan Affiliate Marketing Terhadap Keputusan Pembelian Produk Trend Fashion Pada Marketplace Shopee (Studi Kasus Pengguna Shopee)
DOI:
https://doi.org/10.21070/ups.4029Keywords:
Live Streaming, Electronic Word Of Mouth (E-WOM), Affiliate Marketing, Purchase Decision, Trend FashionAbstract
The shopee marketplace is a popular shopping tool and a source of income for many people in Indonesia. The purpose of this study was to determine the effect of Live Steaming Electronic Word Of Mouth (E-WOM), and Affiliate Marketing on purchasing decisions for fashion trend products at Marketplace Shopee. This research uses quantitative methods. The sampling technique of this study is to use nonprobability sampling technique combined with purposive sampling method which amounted to 96 respondents. Data collection techniques by distributing questionnaires using Linkert scale measurements. This research data analysis technique uses the SmartPLS (Smart Partial Least Square) application. The results of this study indicate that live streaming has no significant effect, while electronic word of mouth (e-wom) and affiliate marketing have a significant effect on purchasing decisions for fashion trend products on the Shopee.
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