Factors Driving Consumer Purchase Decisions of Lazada Users in Surabaya
DOI:
https://doi.org/10.55927/eajmr.v4i6.210Keywords:
E-commerce, Electronic Word of Mouth, Purchase Decision, User ExperienceAbstract
The growth of digital technology has significantly altered many facets of society, including the rise in e-commerce platforms and online purchasing. The purpose of this study is to examine how Electronic Word of Mouth (e-WOM) and User Experience (UX) affect Surabaya Lazada users' purchasing decisions. This study employs a survey strategy using an online questionnaire and a quantitative methodology. Purposive sampling was used to choose a sample of 110 responses. SmartPLS software was used to analyze the data. The findings demonstrated that Electronic Word of Mouth (e-WOM) and User Experience (UX) significantly and favorably influenced purchasing decisions. This suggests that consumers are more likely to purchase when they have a positive Electronic Word of Mouth (e-WOM) and User Experience (UX). These results can be used strategically by e-commerce to boost marketing tactics and enhance the caliber of digital offerings.
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