The Roles of Prices, Promotions, Service Quality in Enhancing Consumers’ Purchase Decision Making on Shopeefood with e-WOM as Intervening Variable

This study aims to investigates the roles of price, promotion and service quality in enhancing customers’ online purchasing decision making at Shopee Foodwith electronic word of mouth as an intervening variable. The research method used is an associative descriptive quantitative method. The sampling technique adopted in this research is probability sampling with purposive sampling technique. The number of samples in this study was 100 respondents who purchased online food at Shopee Food. The data analysis technique uses PLS (partial Least Squares). The results of this research show that price has a positive and significant effect on purchasing decisions, then price has a positive and significant effect on purchasing decisions mediated by electronic word of mouth, then promotion has no effect on purchasing decisions, then promotion has a positive and significant effect on purchasing decisions mediated by electronic word of mouth. Likewise, service quality has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions mediated by electronic word of mouth. Electronic word of mouth has a positive and significant effect on purchasing decisions.