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All Journal AFEBI Management and Business Review The Management Journal of Binaniaga Performance Business Innovation and Entrepreneurship Journal JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal EK dan BI EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Jurnal Manajemen, Bisnis dan Kewirausahaan EBISMEN Jurnal Ekonomi Bisnis dan Manajemen JURNAL ILMU MANAJEMEN SABURAI (JIMS) Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Jurnal bintang manajemen Jurnal Manajemen Riset Inovasi Manajemen Kreatif Jurnal Jurnal Kewirausahaan dan Manajemen Bisnis: Cuan
Deni Ramdani
Universitas Tidar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Jurnal bintang manajemen

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Determinan Terhadap Keputusan Pembelian Lipstik Wardah Di Shopee Fitri Ngumdatul Robikah; Deni Ramdani
Jurnal Bintang Manajemen Vol 1 No 1 (2023): Maret: Jurnal Bintang Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Trianandra

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Abstract

This research was conducted to find out whether product attributes, service quality, and electronic word of mouth affect purchasing decisions for Wardah Liptrik at Shopee. This research is a quantitative research. The sample of this research is Shopee application users who have made transactions more than once on applications that are distributed to 100 respondents. Data analysis was performed using multiple linear analysis techniques which were processed using the SPSS data processing application version 25. The results showed that product attributes and service quality had an effect on purchasing decisions, but the EWOM variable had no effect on purchasing decisions. The results provide managerial implications for business people to add product attributes and improve service quality in order to increase consumer repurchase interest. With increasing purchasing decisions, it is expected that a business that is run can develop and be sustainable.
Co-Authors Anang Makruf Ari Gunawan Asri Khayati Elinda Dwi Kusuma Fian Dwi Rahayu Fitri Ngumdatul Robikah Hana’a Afifah Heni Hirawati Indah Ayu Johanda Putri Ivo Novitaningtyas Mas Eko Affandi Muhammad Hasan Absori Nurussilmi Susanti As Shofi Pandu Adji Bramasta Sholeh Nur Rohmat Sholi Robiyatun Syavia Alvi Maulidya Arma Yacobo P. Sijabat Yusnia Paramita