The Influence of Digital Marketing and Electronic Word of Mouth (E-WOM) on Purchasing Decisions through Purchase Intention as an Intervening Variable for Thaksinsomnia Products on Shopee (An Empirical Study of the Community in Madiun City)

Aisyah, Herlinda Chandra Nur (2026) The Influence of Digital Marketing and Electronic Word of Mouth (E-WOM) on Purchasing Decisions through Purchase Intention as an Intervening Variable for Thaksinsomnia Products on Shopee (An Empirical Study of the Community in Madiun City). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to examine the influence of Digital Marketing and Electronic Word of Mouth (e-WOM) on purchasing decisions for Thanksinsomnia products on Shopee, with purchase intention as an intervening variable. This study employed a causal research design using a quantitative method. The sampling technique used was purposive sampling, involving a total of 385 respondents. Data were collected through questionnaires. The data were analyzed using SmartPLS Version 3.0. The results indicate that Digital Marketing and Electronic Word of Mouth (e-WOM) have a significant effect on purchasing decisions and purchase intention. However, purchase intention does not have a significant effect on purchasing decisions. Furthermore, purchase intention is unable to mediate the effects of Digital Marketing and e-WOM on purchasing decisions. Therefore, the effects of Digital Marketing and e-WOM on purchasing decisions occur directly, without purchase intention serving as a mediating variable.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Digital Marketing; Electronic Word of Mouth; Purchasing Decisions; Purchase Intention
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NUR CHANDRA HERLINDA
Date Deposited:	13 Oct 2026 04:02
Last Modified:	13 Oct 2026 04:02
URI:	http://eprint.unipma.ac.id/id/eprint/9929

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