The Effect of E-Wom and Free Shipping on Purchase Decisions at Tokopedia UKM Products in Palangka Raya City

Dimer Merpati Umbing

doi:10.55927/crypto.v1i2.5628

Authors

Dimer Merpati Umbing Universitas Palangka Raya

DOI:

https://doi.org/10.55927/crypto.v1i2.5628

Keywords:

Marketing Management, SME Products, E-WOM, Free Shipping, Buying Decision

Abstract

Marketing management to improve purchasing decisions for SME products with e-commerce support. SME products in the city of Palangka Raya, need a breakthrough to maintain business stability, so this research adopts the e-WOM variable in Tokopedia as a form of e-commerce and free shipping bundling marketing business strategy. The research used quantitative methods and was carried out using questionnaires for 110 customers. The results show a very important role of e-WOM and free shipping by 74% of purchasing decisions. The implications of the results can increase purchasing decisions with e-WOM and free shipping on SME products in Palangka Raya City, in future research it can be seen from the innovation capability side.

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