The The influence of Electronic Word of Mouth (E-WOM) and selebgram recommendations on purchase decisions in Shopee E-Commerce: A study of Universitas Mulawarman Students

Nabella Audina Amara (), Zainal Abidin () and Sugeng Raharjo ()
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Nabella Audina Amara: Universitas Mulawarman
Zainal Abidin: Universitas Mulawarman
Sugeng Raharjo: Universitas Mulawarman

Priviet Social Sciences Journal, 2026, vol. 6, issue 7, 565-581

Abstract: This study examines the influence of electronic word of mouth (e-WOM) and selebgram recommendations on purchase decisions in the Shopee e-commerce platform among students of Universitas Mulawarman. Using a quantitative approach with purposive sampling, data were collected from 160 respondents and analyzed using PLS-SEM. The results show that both e-WOM and selebgram recommendations have a positive and significant effect on purchase decisions, with e-WOM having a stronger influence. This indicates that online reviews and user experiences play a key role in building consumer trust and reducing uncertainty, while selebgram recommendations act as persuasive social influences that enhance product appeal and credibility. These findings emphasize the importance of combining user-generated content and influencer marketing strategies to drive consumer purchasing behavior in e-commerce.

Keywords: electronic word of mouth; Sebgram recommendation; Purchase Decision; e-commerce; Shopee; PLS-SEM (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i7.1848

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