Asian Journal of Economics, Business and Accounting

Objective: This study aims to examine the influence of social media marketing variables, service quality, Electronic Word of Mouth (EWOM), and advertising appeal on purchase decisions.

Research Design: This research is a quantitative research, with data collected by distributing an online questionnaire or google form and the research population is active students at the University of Muhammadiyah Purwokerto in the odd semester of 2024.

Place and Duration of Research: This research was conducted at the University of Muhammadiyah Purwokerto, from November to December 2024.

Methodology: The population of this study is 20,533 UMP students during the odd semester of 2024, the sample used is 130 students from 12 faculties at the University of Muhammadiyah Purwokerto, the sample technique used is purposive sampling with certain criteria. Data testing was carried out with SPSS software version 25.

Results: The results of this study show that social media marketing, service quality, and advertising appeal have a positive and significant effect on purchase decisions while electronic word of mouth has no effect on purchase decisions.

Conclusion: With the findings of this study, it can be concluded that recommendations from other consumers, good service quality, and attractive and innovative advertising are the main reasons for consumers to choose products on Shopee. The implication of this study is the importance of Shopee's e-commerce to focus on efforts to maintain the quality of advertising and services provided to consumers.