PENGARUH E-WOM, PERSEPSI NILAI, RATING PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI SHOPEE

This research aims to determine the influence of e-WOM, perceived value and product ratings on smartphone purchasing decisions at Shopee. This type of research uses quantitative research. Data was collected by filling out a questionnaire with 160 respondents who had purchased smartphone products on Shopee e-commerce. Secondary data was collected through literature study. Data analysis used the t test, F test, and coefficient of determination test using SPSS software. The results show that: a) E-WOM (Electronic Word of Mouth) has a significant influence on smartphone purchasing decisions at Shopee; b) Perceived value has also been proven to have a significant influence on purchasing decisions; c) Product ratings have a significant influence on purchasing decisions; d) Simultaneously, the variables E-WOM, perceived value, and product rating have a significant effect on purchasing decisions, with an R square value of 0.593.