Influence Electronic Word of Mouth, Social Media, and Lifestyle towards Purchase Decisions on the Shopee Marketplace (Purwokerto Student Case Study)

This study aims to examine and analyze the influence of electronic word of mouth (e-WOM) on social media and lifestyle on purchasing decisions on the Shopee marketplace. This study uses a quantitative research method and focuses on students in Purwokerto. A total of 100 respondents were sampled. This study uses a non-probability sampling method with a purposive sampling approach. Data collection was conducted using a questionnaire with a 5-point Likert scale. Data analysis was performed using Smart PlS 3.0 software. The results of the study indicate that electronic word of mouth (e-WOM), social media, and lifestyle have a significant positive influence on purchasing decisions. In this study, lifestyle has a dominant impact on purchasing decisions.