DAMPAK ELECTRONIC WORD OF MOUTH (E-WOM),ONLINE CUSTOMER REVIEW, DAN PRICE CONSCIONSNESS MELALUI HYPER-PERSONALIZATION TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE. (Studi Kasus Pada Masyarakat Kota Madiun Pengguna Marketplace Shopee)

Elasari, Nova Windi (2025) DAMPAK ELECTRONIC WORD OF MOUTH (E-WOM),ONLINE CUSTOMER REVIEW, DAN PRICE CONSCIONSNESS MELALUI HYPER-PERSONALIZATION TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE. (Studi Kasus Pada Masyarakat Kota Madiun Pengguna Marketplace Shopee). S1 thesis, Universitas PGRI Madiun.

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Abstract

The purpose of this study is to provide empirical evidence on the impact of Electronic Word of Mouth (E-WOM), Online Customer Review, and Price Consciousness through Hyper-Personalization on Purchase Decision in Shopee Marketplace (Case Study on Madiun City Residents Shopee Marketplace Users). The sample in this study consisted of 400 respondents. The sampling method used was purposive sampling. Data collection in this study used a questionnaire distributed through Google Form. The data analysis technique in this study used the SmartPLS4.1.1.3 software. The results of the study prove that the variables Electronic Word of Mouth (E-WOM), Online Customer Review, Price Consciousness, and Hyper-Personalization have a positive and significant impact on Purchase Decision. Electronic Word of Mouth (E-WOM), Online Customer Review, and Price Consciousness have a positive and significant impact on Hyper Personalization. Electronic Word of Mouth (E-WOM), Online Customer Review, and Price Consciousness through Hyper-Personalization have a positive and significant impact on Purchase Decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Electronic Word of Mouth (E-WOM); Online Customer Review; Price Consciousness; Hyper-Personalization; Purchase Decision.
Subjects:	A Social Sciences > H Social Sciences (General) A Social Sciences > HA Statistics A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ELASARI WINDI NOVA
Date Deposited:	14 Oct 2025 06:36
Last Modified:	14 Oct 2025 06:36
URI:	http://eprint.unipma.ac.id/id/eprint/5279

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