Analisis Social Influence, Electronic Word Of Mouth (E-Wom) dan Lifestyle Terhadap Keputusan Konsumen Pengguna Jasa Transportasi Gojek (Studi Kasus pada Mahasiswa Universitas Muhammadiyah Surakarta)

This study aims to determine how the influence of social influence, electronic word of mouth and lifestyle on consumer decisions of Gojek transportation service users. The population in this study were Gojek transportation service users among students of the Muhammadiyah University of Surakarta. The sampling technique in this study uses non probability sampling by using a link to fill out a questionnaire using Google forms. The number of samples in this study were 148 respondents. Analysis of the data in this study is to use the Path Analysis test with SPSS version 20. Where the variables used in this study are social influence, electronic word of mouth, lifestyle, and consumer decisions. The results showed that social influence had a significant positive effect on consumer decisions, electronic word of mouth had a significant positive effect on consumer decisions, lifestyle had a significant positive effect on consumer decisions. It can be concluded that social influence, electronic word of mouth, and lifestyle influence consumer decisions in using the Gojek application