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Abstract

This study aims to determine the influence of digital marketing and electronic word-of-mouth on purchasing decisions at the Shopee online store RY29_Variasi in Cinere, Depok City. A quantitative method was employed. The Slovin formula was used for sampling, resulting in a sample of 99 respondents. Data analysis involved validity testing, reliability testing, classical assumption testing, regression analysis, correlation coefficient analysis, the coefficient of determination, and hypothesis testing. The study population consisted of consumers of the Shopee online store RY29_Variasi in Cinere, Depok City, with a total sample size of 99 respondents. Data collection methods included questionnaires using a Likert scale, observation, and literature review. The results of this study indicate that digital marketing has a significant effect on purchasing decisions, with a coefficient of determination of 38.1% and a hypothesis test result showing t-calculated > t-table (7.719 > 1.985). Electronic word of mouth also has a significant effect on purchasing decisions, with a coefficient of determination of 38.4% and a hypothesis test result showing t-calculated > t-table (7.770 > 1.985). Digital marketing and electronic word of mouth simultaneously exert a significant influence on purchasing decisions; the resulting regression equation is Y = 6.155 + 0.424X1 + 0.433X2, with a coefficient of determination of 54.7%, while the remaining 46.3% is influenced by other factors. The hypothesis test yielded an F-calculated value greater than the F-table value (57.880 > 3.090).

Keywords

Digital Marketing Electronic Word of Mouth Purchasing Decisions

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Ramadhan, M., & Jasmani, J. (2026). The Influence of Digital Marketing and Electronic Word of Mouth (E-WOM) on Purchasing Decisions at the Shopee RY29_Variasi Online Store in Cinere, Depok City. Pasundan Social Science Development, 7(1), 33–46. https://doi.org/10.56457/pascidev.v7i1.387

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