This study aims to examine and analyze the influence of electronic word of mouth (e-WOM) on social media and lifestyle on purchasing decisions on the Shopee marketplace. This study uses a quantitative research method and focuses on students in Purwokerto. A total of 100 respondents were sampled. This study uses a non-probability sampling method with a purposive sampling approach. Data collection was conducted using a questionnaire with a 5-point Likert scale. Data analysis was performed using Smart PlS 3.0 software. The results of the study indicate that electronic word of mouth (e-WOM), social media, and lifestyle have a significant positive influence on purchasing decisions. In this study, lifestyle has a dominant impact on purchasing decisions.
Rifai et al. (Wed,) studied this question.