@mastersthesis{digilib44019,
           month = {December},
           title = {PENGARUH E-MARKETING STRATEGY DAN E-WOM TERHADAP PERILAKU KONSUMEN DALAM BERBELANJA ONLINE DI MASA PANDEMI COVID-19 (STUDI KASUS PADA PENGGUNA PLATFORM SHOPEE)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 1620311039 Nadhila Al Fildza Aqmar, S.E.},
            year = {2020},
            note = {Pembimbing : Dr. Muhammad Ghofur Wibowo, S.E., M.Sc},
        keywords = {e-Marketing, e-Word of Mouth, Perilaku Konsumen, Belanja Online, Covid-19},
             url = {https://digilib.uin-suka.ac.id/id/eprint/44019/},
        abstract = {The Covid-19 pandemic has an impact on all sectors, including businesses
and consumer behavior in shopping. Now we are faced with activities done online
including shopping. This study aims to find out and analyze the influence of EMarketing and
E-Word
of Mouth on
consumer
behavior
in
shopping
online
during

the
Covid-19
pandemic
with
shopee
platform as
a
case study.
The
type of
research

used
in
this
research
is
a
quantitative
surveys
method,
with
independent
variables

including
E-Marketing
and
E-Word
of
Mouth.


The

population in this study were consumers who used online shopping
during the Covid-19 pandemic and located in Yogyakarta and Central Java and
collected samples of 121 samples. The sampling technique used is purposive
sampling, with statistical models using Multiple Linear Regression Analysis. 
E-Marketing and e-Word of Mouth simultaneously have a significant effect
on consumer behavior in shopping online during the Covid-19 pandemic. EMarketing

and e-Word Of Mouth variables have a significant positive effect on
consumer behavior in shopping online during the Covid-19 pandemic.}
}