Papers by Elsa Yulindasari
Journal of Islamic Economics and Finance Studies
Electronic Word of Mouth is a form of positive or negative communication related to products and ... more Electronic Word of Mouth is a form of positive or negative communication related to products and services that are shared by one consumer after using the purchased product or service to other consumers through the Shopee platform. Like purchasing products in general, consumers will pay attention to reviews from previous buyers with the aim that they know what the advantages and disadvantages of the product to be purchased are. In order to increase their sales and generate business success, companies aim to build, maintain and monitor a favorable brand reputation with the use of such e-WoM. This study aims to determine whether the e-WoM on the Shopee platform provided by one person affects the purchasing decisions of others. By using quantitative methods and partial test analysis, this research uses primary data with a sample of 100 respondents who live in East Java with simple regression analysis analyzed using SPSS 26. The results show that e-WoM has a significant positive effect o...
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Papers by Elsa Yulindasari