Pengaruh social media marketing, e-word of mouth, dan persepsi harga terhadap keputusan pembelian iPhone di platform shopee

Hu, Stanley (2026) Pengaruh social media marketing, e-word of mouth, dan persepsi harga terhadap keputusan pembelian iPhone di platform shopee. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study examines the influence of Social Media Marketing (SMM), Electronic Word-of-Mouth (e-WOM), and price perception on iPhone product purchasing decisions on the Shopee platform. The study's background stems from the high use of social media and marketplaces in the purchasing decision-making process of young consumers. The study used a quantitative approach with a survey design, a sample of 100 respondents was selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, and hypotesis tests with the help of SPSS software version 31. The results showed that Social Media Marketing, Electronic Word-of-Mouth, and price perception have a positive and significant effect on purchasing decisions. These findings confirm that marketing strategies through social media, online interactions, and price value perception have an important role in driving iPhone purchasing decisions on Shopee.

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