https://intropublicia.org/index.php/jadbe <p style="text-align: justify;"><strong>Journal of Advances in Digital Business and Entrepreneurship (JADBE)</strong> with <a href="https://issn.lipi.go.id/terbit/detail/20220925201170422" target="_blank" rel="noopener">E-ISSN : 2964-8777</a> is a peer-reviewed and open-accessed journal published six times a year in January, March, May, July, September, and November by <strong>Intropublicia Publisher</strong></p> <p style="text-align: justify;"><strong>JADBE</strong> is intended to be the journal for publishing articles that report theoretical, empirical, critical, comparative, and case study research using qualitative and/or quantitative, or mixed methods that offer contributions to <strong>digital business, entrepreneurship, creative economy, finance &amp; accounting, marketing, and human resources management</strong></p> INTROPUBLICIA en-US Journal of Advances in Digital Business and Entrepreneurship 2964-8777 https://intropublicia.org/index.php/jadbe/article/view/139 <p>This study aims to analyze the influence of Word of Mouth (WOM), promotion, and purchase intention on the purchase decision of Ventela shoes on the Shopee application. This research uses a quantitative approach with a survey method involving 100 respondents who are Shopee application users and have experience buying on the Shopee application. Data were collected through questionnaires distributed online. The results showed that WOM had a positive and significant effect on purchase decisions. Promotion was also found to have a positive and significant effect on purchase decisions. However, purchase intention did not have a significant effect on purchase decisions. These findings indicate that WOM and promotion are important factors influencing consumer purchase decisions. Therefore, companies should pay attention to marketing strategies involving WOM and promotion to enhance consumer purchase decisions. This study is expected to contribute to the development of marketing science and provide practical guidance for companies in increasing their product sales through e-commerce platforms.</p> Paulus Sianturi Suryari Purnama Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0 2025-05-01 2025-05-01 4 1 1 12