SKRIPSI MBS

Analisis Pengaruh E-WOM, Online Customer Review, Dan Promo Gratis Ongkir Terhadap Keputusan Pembelian Produk Wardah Di Aplikasi TikTok Shop

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ABSTRACT

Public awareness of the importance of taking care of their skin has resulted
in the beauty product industry competing to improve their quality so they can
compete with other beauty products. One of the local beauty products that improves
its quality is Wardah products. Apart from improving quality so that it can compete,
Wardah is also improving its marketing strategy in the form of E-WOM by utilizing
technological developments such as using online shopping platforms, one of which
is TikTok Shop. The aim of this research is to analyze the influence of E-WOM,
Online Customer Reviews, and Free Shipping Promos on Purchasing Decisions.
This research uses an associative quantitative method where the population in this
research is the Boyolali community who have purchased Wardah products on the
TikTok Shop application and have received free shipping promotions. The sampling
technique used was non-probability sampling with a purposive sampling method.
With the total sampling obtained 115 respondents.
The results of this research show that: 1) E-WOM has a positive and
significant effect on purchasing decisions for Wardah products on the TikTok Shop

application. Thus, it can be said that Wardah has made maximum use of the E-
WOM feature on the TikTok Shop. 2) Online Customer Reviews influence the

decision to purchase Wardah products on the TikTok Shop application. 3) The Free
Shipping Promo has a positive and significant effect on the decision to purchase
Wardah products on the TikTok Shop application. Wardah's decision to provide a
free shipping promotion is one of the right strategies to increase sales of Wardah
products.
Keywords: E-WOM, Online Customer Reviews, Free Shipping Promos and
Purchase Decisions.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 ANI a 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 145 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Anisa Fajar Vitara

Versi lain/terkait

Lampiran Berkas

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