Enhancing Purchase Decisions: The Role of E-WOM, Online Customer Review, and Free Shipping Promotion
Main Article Content
Keywords
online customer review, free shipping promotion, purchase decisions, cosmetic product, electronic word of mouth
Abstract
Online shopping has become an integral part of daily life in this digital era. One of the increasingly popular platforms for shopping is TikTok Shop, which combines entertainment and e-commerce. This study aims to analyze the influence of E-WOM, online customer reviews, and free shipping promotions on purchase decisions on TikTok Shop. This research uses a quantitative approach. The sample for this study is consumers of Wardah cosmetic products who made purchases on TikTok Shop. The sampling technique used in this research is non-probability sampling, resulting in 115 respondents.
The findings of this study reveal that: 1) E-WOM has a positive and significant influence on the purchase decisions of Wardah products on the TikTok Shop application. This indicates that Wardah has optimally utilized the E-WOM feature on TikTok Shop. 2) Online customer reviews affect the purchase decisions of Wardah products on the TikTok Shop application. 3) Free shipping promotions also have a positive and significant impact on the purchase decisions of Wardah products on the TikTok Shop application. Wardah's decision to offer free shipping promotions is a strategic move to boost the sales of Wardah products.
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References
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Batrisyia, Q., & Maydena, S. (2021). Impact of Free Shipping Promotion on Product Purchase Decisions in E-Commerce Shopee during Covid-19 Pandemic. International Journal Administration Business & Organization, 2(2), 12–19.
Daniar Paramita, R. W., Rizal, N., & Sulistyan, R. B. (2021). Metode Penelitian Kuantitatif Edisi 3. Widya Gama Press.
Diputra, R. A. H., Tresnati, R., & Oktini, D. R. (2021). Pengaruh Store Atmosphere dan Electronic Word Of Mouth (EWOM) Terhadap Keputusan Pembelian (Survey Pelanggan pada Waroeng Raden Haurgeulis Kabupaten Indramayu). Prosiding Manajemen, 7(1), 164–167.
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Hanifah, N., & Wulandari, R. (2021). The influence of online customer reviews, ratings, and brand image of millennial e-commerce consumers in Indonesia on purchase decisions with trust as a mediator. The International Journal of Business and Management Research, 5(07), 2021.
Hariyanto, H. T., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2). https://doi.org/10.12962/j23373539.v9i2.56728
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Luo, Q., & Zhong, D. (2015). Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management, 46, 274–282.
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115. https://doi.org/10.32528/ipteks.v5i1.3024
Manapul, K., Isidro, J., Hernandez, M., & Fernandez, R. (2022). Influence of Shipping Fees in Customer Purchase Decisions for Online Retailers Residing within the Philippines. Journal of Business and Management Studies, 4(1), 203–212. https://doi.org/10.32996/jbms.2022.4.1.23
Maulana, H. A., & Asra, Y. (2019). Analisa Pengaruh Promo Gratis Ongkos Kirim terhadap Keputusan Pembelian pada E-Commerce oleh Generasi Z di Daerah Pedesaan. Inovbiz: Jurnal Inovasi Bisnis, 7(2), 162. https://doi.org/10.35314/inovbiz.v7i2.1220
Nurfitriani, A., & Hasanah, Y. N. (2022). Analysis of Online Rating and Online Review on Hotel Buying Interest. Almana : Jurnal Manajemen Dan Bisnis, 6(2), 221–231. https://doi.org/10.36555/almana.v6i2.1774
Pratiwi, C. S., & Sidi, A. P. (2022). Pengaruh Kualitas Produk, Harga Dan Influencer Marketing Terhadap Keputusan Pembelian Scarlett Body Whitening. Relasi: Jurnal Ekonomi, 18(1), 192–204. https://doi.org/https://doi.org/10.31967/relasi.v18i1.531
Priansa, D. J. (2017). Perilaku konsumen dalam persaingan bisnis kontemporer.
Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan Media Sosial Sebagai Media Promosi. Jurnal Common, 3(1), 71–80. https://doi.org/10.34010/common.v3i1.1950
Putra, I. K. P. M., & Rastini, N. M. (2022). Peran Brand Image dalam Memediasi pengaruh E-Wom terhadap Niat Menggunakan Gojek di Kota Denpasar. Udayana University.
Putri, R. A. A., & Rismawati, R. (2022). Pengaruh Harga, Kualitas Produk, Dan E-Wom Terhadap Purchase Decision Shopee Pada Generasi Z. Jurnal Ilmu Dan Riset Manajemen (JIRM), 11(7).
Rahmawati, R., Jatmiko, R. D., & Sa’diyah, C. (2022). The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(1), 218–233.
Rangkuti, F. (2009). Strategi promosi yang kreatif & analisis kasus integrated marketing communication. Language, 11(273p), 20cm.
Rangsang, R. A., & Millayani, H. (2021). The Effect Of Online Consumer Review On Customer Purchase Decision Process In The E-commerce Site Blibli. com. EProceedings of Management, 8(6).
https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/17071
Reza Pahlevi. (2022). APJII: Penetrasi Internet Indonesia Capai 77,02% pada 2022. Databoks. https://databoks.katadata.co.id/datapublish/2022/06/10/apjii-penetrasi-internet-indonesia-capai-7702-pada-2022
Ribek, P. K. (2022). Pengaruh Iklan Televisi Dan Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Bali. Jurnal Ilmiah Satyagraha, 5(2), 130–137.
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Santosa, A. T. (2019). Pengaruh kualitas pelayanan, kualitas produk, store atmosphere, dan e-wom terhadap proses keputusan pembelian (survei terhadap konsumen zenbu-house of mozaru paris van java, bandung). Jurnal Manajemen Maranatha, 18(2), 148–158.
Sari, E. (2022). Pengaruh Promosi Gratis Ongkos Kirim, Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Pada Mahasiswa Prodi Manajemen Universitas Hkbp Nommensen Medan). http://repository.uhn.ac.id/handle/123456789/6230
Sari, M. N., Septrizarty, R., Farlina, W., Kahar, A., & Nurofik, A. (2022). Analisis Strategi Bisnis Umkm Melalui Pemanfaatan Media Sosial Tiktok Shop. Journal of Economics and Management Scienties, 5(1), 1–9.
Sari, P. N. (2022). Analisis Pengaruh Zero Waste Lifestyle dan Green Perceived Value Terhadap Minat Pembelian. Jurnal Ekobistek, 382–388. https://doi.org/10.35134/ekobistek.v11i4.416
Sari, P. N., & Karsono, L. D. P. (2023). Factors Affecting Customer’s Purchase Decision while Shopping on Tiktok Live: Impulsive Buying as a Moderator. Relevance: Journal of Management and Business, 6(1).
https://ejournal.uinsaid.ac.id/index.php/relevance/article/view/6262
Sari, V. N., & Nugroho, M. A. S. (2019). Pengaruh Gratis Ongkos Kirim, Diskon, Dan Iklan Shopee Terhadap Keputusan Pembelian Konsumen Pada Mahasiswa Jurusan Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Yogyakarta. STIE Widya Wiwaha.
Setiawan, S., & Sukardi, S. (2022). The Influence of Online Customer Reviews, Online Customer Ratings and Ease of Use on Fashion Product Purchase Decisions on the Shopee Marketplace (Case Study on the Shopee Marketplace User Community in Yogyakarta). Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia. https://doi.org/10.4108/eai.10-8-2022.2320911
Solihin, S., & Zuhdi, S. (2021). Pengaruh Kualitas Website dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Online: Studi Kasus Online Shop Eigerindostore. com. Jurnal Informatika Kesatuan, 1(1), 13–22. https://doi.org/10.37641/jikes.v1i1.403
Suryani, S., Lia, S., & Akhirman, A. (2021). Electronic Word Of Mouth, Kualitas Produk Terhadap Keputusan Pembelian Produk Herbal Hpai Dengan Citra Merek Sebagai Variabel Intervening (Pada Pelanggan Produk Herbal HPAI di Kota Tanjungpinang). Universitas Maritim Raja Ali Haji.
Tarigan, E. S. B., Silvani, A., Tarigan, J. S. B., & Hutagaol, J. (2022). Analysis of Discount, Free Shipping, And Product Diversity On Product Purchase Decisions On The Shopee Marketplace. Jurnal Ekonomi, 11(01), 292–297.
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48–59. https://doi.org/10.1016/j.jretconser.2017.11.002
Tusanputri, A. V., & Amron, A. (2021). Pengaruh iklan dan program gratis ongkir terhadap keputusan pembelian. FORUM EKONOMI: Jurnal Ekonomi, Manajemen Dan Akuntansi, 23(4), 632–639.
Widodo, R. (2022). Pengaruh Gratis Ongkos Kirim, Flash Sale Dan Cash On Delivery, Terhadap Keputusan Pembelian Di Toko Online Shopee Pada Masyarakat Kelurahan Simpang Baru Kecamatan Binawidya Kota Pekanbaru. UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU.
Yusuf, R., Hendrayati, H., & Wibowo, L. A. (2020). Pengaruh Konten Pemasaran Shopee Terhadap Keputusan Pembelian Pelanggan. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 1(2), 506–515.
Zakiah, Z., & Trianita, M. (2022). Pengaruh Promo Gratis Ongkos Kirim Dan Online Customer Rating Terhadap Keputusan Pembelian Di Aplikasi Shopeefood Pada Mahasiswa Feb Universitas Bung Hatta Padang. Abstract of Undergraduate Research, Faculty of Economics, Bung Hatta University, 21(2), 1–2.
Amarazka, V., & Dewi, R. S. (2020). Pengaruh Kualitas Produk Dan E-Wom Terhadap Keputusan Pembelian Portobello Semarang. Jurnal Ilmu Administrasi Bisnis, 9(4), 507–513. https://ejournal3.undip.ac.id/index.php/jiab/article/view/28791
Annur, C. M. (2022). Jumlah Pengguna TikTok Terus Bertambah. Databoks2.
https://databoks.katadata.co.id/datapublish/2022/09/06/jumlah-pengguna-tiktok-terus-bertambah-ini-data-terbarunya
Batrisyia, Q., & Maydena, S. (2021). Impact of Free Shipping Promotion on Product Purchase Decisions in E-Commerce Shopee during Covid-19 Pandemic. International Journal Administration Business & Organization, 2(2), 12–19.
Daniar Paramita, R. W., Rizal, N., & Sulistyan, R. B. (2021). Metode Penelitian Kuantitatif Edisi 3. Widya Gama Press.
Diputra, R. A. H., Tresnati, R., & Oktini, D. R. (2021). Pengaruh Store Atmosphere dan Electronic Word Of Mouth (EWOM) Terhadap Keputusan Pembelian (Survey Pelanggan pada Waroeng Raden Haurgeulis Kabupaten Indramayu). Prosiding Manajemen, 7(1), 164–167.
Fadhilah, F., & Saputra, G. G. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen, 17(3), 505–512.
Hanifah, N., & Wulandari, R. (2021). The influence of online customer reviews, ratings, and brand image of millennial e-commerce consumers in Indonesia on purchase decisions with trust as a mediator. The International Journal of Business and Management Research, 5(07), 2021.
Hariyanto, H. T., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2). https://doi.org/10.12962/j23373539.v9i2.56728
Hasrul, A. F., Suharyati, S., & Sembiring, R. (2021). Analisis Pengaruh Online Customer Review dan Rating terhadap Minat Beli Produk Elektronik di Tokopedia. Konferensi Riset Nasional Ekonomi Manajemen Dan Akuntansi, 2(1), 1352–1365.
Jayanti, R., Hafidzi, A., & Izzuddin, A. (2022). The Influence Of Information Quality, Online Customer Reviews And Postage Subsidy Promos On Purchasing Decisions On E-Commerce Shopee. Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia. https://doi.org/10.4108/eai.10-8-2022.2320915
Lestari, E. D., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (EMBISS), 1(2), 75–82.
Luo, Q., & Zhong, D. (2015). Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management, 46, 274–282.
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115. https://doi.org/10.32528/ipteks.v5i1.3024
Manapul, K., Isidro, J., Hernandez, M., & Fernandez, R. (2022). Influence of Shipping Fees in Customer Purchase Decisions for Online Retailers Residing within the Philippines. Journal of Business and Management Studies, 4(1), 203–212. https://doi.org/10.32996/jbms.2022.4.1.23
Maulana, H. A., & Asra, Y. (2019). Analisa Pengaruh Promo Gratis Ongkos Kirim terhadap Keputusan Pembelian pada E-Commerce oleh Generasi Z di Daerah Pedesaan. Inovbiz: Jurnal Inovasi Bisnis, 7(2), 162. https://doi.org/10.35314/inovbiz.v7i2.1220
Nurfitriani, A., & Hasanah, Y. N. (2022). Analysis of Online Rating and Online Review on Hotel Buying Interest. Almana : Jurnal Manajemen Dan Bisnis, 6(2), 221–231. https://doi.org/10.36555/almana.v6i2.1774
Pratiwi, C. S., & Sidi, A. P. (2022). Pengaruh Kualitas Produk, Harga Dan Influencer Marketing Terhadap Keputusan Pembelian Scarlett Body Whitening. Relasi: Jurnal Ekonomi, 18(1), 192–204. https://doi.org/https://doi.org/10.31967/relasi.v18i1.531
Priansa, D. J. (2017). Perilaku konsumen dalam persaingan bisnis kontemporer.
Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan Media Sosial Sebagai Media Promosi. Jurnal Common, 3(1), 71–80. https://doi.org/10.34010/common.v3i1.1950
Putra, I. K. P. M., & Rastini, N. M. (2022). Peran Brand Image dalam Memediasi pengaruh E-Wom terhadap Niat Menggunakan Gojek di Kota Denpasar. Udayana University.
Putri, R. A. A., & Rismawati, R. (2022). Pengaruh Harga, Kualitas Produk, Dan E-Wom Terhadap Purchase Decision Shopee Pada Generasi Z. Jurnal Ilmu Dan Riset Manajemen (JIRM), 11(7).
Rahmawati, R., Jatmiko, R. D., & Sa’diyah, C. (2022). The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(1), 218–233.
Rangkuti, F. (2009). Strategi promosi yang kreatif & analisis kasus integrated marketing communication. Language, 11(273p), 20cm.
Rangsang, R. A., & Millayani, H. (2021). The Effect Of Online Consumer Review On Customer Purchase Decision Process In The E-commerce Site Blibli. com. EProceedings of Management, 8(6).
https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/17071
Reza Pahlevi. (2022). APJII: Penetrasi Internet Indonesia Capai 77,02% pada 2022. Databoks. https://databoks.katadata.co.id/datapublish/2022/06/10/apjii-penetrasi-internet-indonesia-capai-7702-pada-2022
Ribek, P. K. (2022). Pengaruh Iklan Televisi Dan Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Bali. Jurnal Ilmiah Satyagraha, 5(2), 130–137.
Rizkie Andreanto, P. (2022). Pengaruh Terpaan Tayangan Iklan Shopee Gratis Ongkir COD Murah Lebay Terhadap Keputusan Pembelian Konsumen (Studi Kuantitatif Pada Warga Rusunawa Kaligawe Semarang) [Universitas Semarang]. https://repository.usm.ac.id/files/journalmhs/G.331.18.0025-20220225034328.pdf
Santosa, A. T. (2019). Pengaruh kualitas pelayanan, kualitas produk, store atmosphere, dan e-wom terhadap proses keputusan pembelian (survei terhadap konsumen zenbu-house of mozaru paris van java, bandung). Jurnal Manajemen Maranatha, 18(2), 148–158.
Sari, E. (2022). Pengaruh Promosi Gratis Ongkos Kirim, Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Pada Mahasiswa Prodi Manajemen Universitas Hkbp Nommensen Medan). http://repository.uhn.ac.id/handle/123456789/6230
Sari, M. N., Septrizarty, R., Farlina, W., Kahar, A., & Nurofik, A. (2022). Analisis Strategi Bisnis Umkm Melalui Pemanfaatan Media Sosial Tiktok Shop. Journal of Economics and Management Scienties, 5(1), 1–9.
Sari, P. N. (2022). Analisis Pengaruh Zero Waste Lifestyle dan Green Perceived Value Terhadap Minat Pembelian. Jurnal Ekobistek, 382–388. https://doi.org/10.35134/ekobistek.v11i4.416
Sari, P. N., & Karsono, L. D. P. (2023). Factors Affecting Customer’s Purchase Decision while Shopping on Tiktok Live: Impulsive Buying as a Moderator. Relevance: Journal of Management and Business, 6(1).
https://ejournal.uinsaid.ac.id/index.php/relevance/article/view/6262
Sari, V. N., & Nugroho, M. A. S. (2019). Pengaruh Gratis Ongkos Kirim, Diskon, Dan Iklan Shopee Terhadap Keputusan Pembelian Konsumen Pada Mahasiswa Jurusan Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Yogyakarta. STIE Widya Wiwaha.
Setiawan, S., & Sukardi, S. (2022). The Influence of Online Customer Reviews, Online Customer Ratings and Ease of Use on Fashion Product Purchase Decisions on the Shopee Marketplace (Case Study on the Shopee Marketplace User Community in Yogyakarta). Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia. https://doi.org/10.4108/eai.10-8-2022.2320911
Solihin, S., & Zuhdi, S. (2021). Pengaruh Kualitas Website dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Online: Studi Kasus Online Shop Eigerindostore. com. Jurnal Informatika Kesatuan, 1(1), 13–22. https://doi.org/10.37641/jikes.v1i1.403
Suryani, S., Lia, S., & Akhirman, A. (2021). Electronic Word Of Mouth, Kualitas Produk Terhadap Keputusan Pembelian Produk Herbal Hpai Dengan Citra Merek Sebagai Variabel Intervening (Pada Pelanggan Produk Herbal HPAI di Kota Tanjungpinang). Universitas Maritim Raja Ali Haji.
Tarigan, E. S. B., Silvani, A., Tarigan, J. S. B., & Hutagaol, J. (2022). Analysis of Discount, Free Shipping, And Product Diversity On Product Purchase Decisions On The Shopee Marketplace. Jurnal Ekonomi, 11(01), 292–297.
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48–59. https://doi.org/10.1016/j.jretconser.2017.11.002
Tusanputri, A. V., & Amron, A. (2021). Pengaruh iklan dan program gratis ongkir terhadap keputusan pembelian. FORUM EKONOMI: Jurnal Ekonomi, Manajemen Dan Akuntansi, 23(4), 632–639.
Widodo, R. (2022). Pengaruh Gratis Ongkos Kirim, Flash Sale Dan Cash On Delivery, Terhadap Keputusan Pembelian Di Toko Online Shopee Pada Masyarakat Kelurahan Simpang Baru Kecamatan Binawidya Kota Pekanbaru. UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU.
Yusuf, R., Hendrayati, H., & Wibowo, L. A. (2020). Pengaruh Konten Pemasaran Shopee Terhadap Keputusan Pembelian Pelanggan. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 1(2), 506–515.
Zakiah, Z., & Trianita, M. (2022). Pengaruh Promo Gratis Ongkos Kirim Dan Online Customer Rating Terhadap Keputusan Pembelian Di Aplikasi Shopeefood Pada Mahasiswa Feb Universitas Bung Hatta Padang. Abstract of Undergraduate Research, Faculty of Economics, Bung Hatta University, 21(2), 1–2.
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Jun 29, 2024
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