PENGARUH PROMOSI, INFLUENCER, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN PADA E-COMMERCE (STUDI PADA KONSUMEN SHOPEE DI KOTA MALANG)

The advancement of modern technology has been proven to change the direction of trade from analog to digital using e-commerce. Shopee is an e-commerce with the largest number of visitors in Indonesia. Promotion, influencers and electronic word of mouth (E-WOM) have been proven to provide benefits to online business but also have a negative impact because promotions from influencers are not objective and there are fictitious product review assessments. The purpose of this study is to analyze the influence of promotion, influencers and electronic word of mouth (E-WOM) on purchasing decisions. The type of this research is explanatory research. The population in this study is Shopee customers in Malang. Sampling technique this study is accidental sampling. Determination of the number of samples using the roscoe formula with a sample of 100 respondents. The analysis tool used in this study is multiple linear regression analysis. The results of this study indicate that each independent variable has a positive effect on purchasing decisions.