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

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.