PENGARUH TAGLINE DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA PADA KEPUASAN PENGGUNA SHOPEE (Studi Kasus Pada Pengguna Shopee DPD Gema Pujakesuma Tebing Tinggi)

This study aims to determine the effect of Tagline and Electronic Word Of Mouth on Purchasing Decisions and their implications on Shopee User Satisfaction (Case Study on Shopee Users DPD Gema Pujakesuma Tebing Tinggi). The research method used is quantitative method using the help of Smart PLS 3.0. A total of 50 respondents. The analysis method used in this study is to use instrument tests, namely validity and reliability tests. Measurement model (outer model), then Structural model (inner model) and hypothesis testing with t-statistic test and indirect effect test. The results of Smart PLS 3.0 in this study are that the Tagline Variable (X1) does not have a significant effect on the Purchasing Decision Variable (Z). The Electronic Word Of Mouth Variable (X2) has a significant effect at a moderate level (moderate) on the Purchasing Decision Variable (Z). The Tagline Variable (X1) does not have a significant effect on the Satisfaction Variable (Y). The Electronic Word Of Mouth Variable (X2) has no significant effect on the Satisfaction Variable (Y). The Purchase Decision Variable (Z) has a high level of significant effect on the Satisfaction Variable (Y). The purchasing decision variable (Z) is unable to mediate the effect of the Tagline Variable (X1) on the Satisfaction Variable (Y). The purchasing decision variable (Z) is able to partially mediate with a moderate level (medium) the effect of the Electronic Word Of Mouth Variable (X2) on the Satisfaction Variable (Y).