PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS ABDURACHMAN SALEH SITUBONDO PADA MARKETPLACE SHOPEE DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING

Abstract

This study aimed to find out how the effect of Electronic Word Of Mouth (E-WOM) and flash sale on purchase decisions of students at Faculty of Economics, Universitas Abdurachman Saleh Situbondo on Shopee marketplace with trust as an intervening variable. This study used a quantitative approach with a population of 709 people who are students of Faculty of Economics, Universitas Abdurachman Saleh Situbondo, class of 2019 – 2022. The sampling technique in this study used non-probability sampling, namely purposive sampling technique. The sample obtained was 88 respondents.

The results of direct effect hypothesis test showed that Electronic Word Of Mouth has a significant positive effect on trust, flash sale has a positive but not significant effect on trust, Electronic Word Of Mouth has a negative but not significant effect on purchase decision, flash sale has a significant positive effect on purchase decision, and trust has a significant positive effect on purchasing decisions. The results of indirect effect hypothesis test indicated that Electronic Word of Mouth has a positive but not significant effect on purchase decisions through trust as an intervening variable, flash sale has a positive but not significant effect on purchase decisions through trust as an intervening variable.