Pengaruh Orientasi Belanja Dan Kualitas Web Terhadap Keputusan Pembelian Melalui Word Of Mouth Communications Sebagai Variabel Intervening Pada Online Shopping Shopee

Abstract

This study aims to examine whether word of mouth communications mediates the relationship between shopping orientation and purchasing decisions, and whether word of mouth communications also mediates web quality and purchasing decisions. The study took samples from the students of the Faculty of Economics, Sarjanawiyata Tamansiswa Yogyakarta University. The sampling method is nonprobability, and the sampling technique uses non probability sampling. Data collection was carried out through questionnaires to respondents. The number of questionnaires processed was 100 questionnaires. Data were analyzed using primary data. The results showed that the variable word of mouth communications can influence shopping orientation, web quality and purchasing decisions. purchasing decisions have a significant effect on shopping orientation and web quality. Word of mouth communications significantly influence the purchasing decisions.