Pengaruh Electronic Word of Mouth dan Gaya Hidup terhadap Keputusan Pembelian pada Konsumen Shopee Kota Samarinda

This study aims to determine the Influence of Electronic Word of Mouth (EWOM) and Lifestyle on Purchasing Decisions of Shopee Consumers in Samarinda City. The findings of this study, which uses a quantitative approach with primary and secondary data sources, have practical implications for academics, marketers, and business professionals interested in consumer behavior and e-commerce. The study's sampling technique used purposive sampling, and a sample of 96 people was obtained. Data analysis was carried out using multiple linear regression methods with the help of the Statistical Product and Service Solution (SPSS) Version 25 program. The results of the study showed that EWOM influenced purchasing decisions. The more positive reviews other consumers give, the more consumers who read them will make purchasing decisions. It was also found that Shopee consumers always follow trends according to what is recommended by Shopee, which shows that lifestyle influences purchasing decisions.