PENGARUH MARKETING CONTENT, GRATIS ONGKOS KIRIM DAN ELECTRONIC ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN AYAM GEPREK NENEK DAFFA PADA MASYARAKAT DESA RUMBA-RUMBA, KECAMATAN KOLONO TIMUR

Abstrak

This study aims to analyze the effect of Marketing Content, Free Shipping, and Electronic Word of Mouth on Purchase Decisions at Ayam Geprek Nenek Daffa. The research employed a quantitative approach using a survey method. The population consisted of all consumers who made online purchases at Ayam Geprek Nenek Daffa located in Rumba-Rumba Village, Kolono Timur District, South Konawe Regency. The sample size was determined using the Lemeshow formula, resulting in 97 respondents. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using multiple linear regression analysis with the assistance of SPSS software. The results indicate that Marketing Content, Free Shipping, and Electronic Word of Mouth simultaneously have a positive and significant effect on Purchase Decisions. Partially, each independent variable also has a positive and significant effect on Purchase Decisions. These findings indicate that attractive Marketing Content, free shipping promotions, and positive online reviews play an important role in influencing consumer purchase decisions. The implication of this study is that culinary business owners should optimize digital marketing strategies, particularly in developing engaging Marketing Content, offering free shipping promotions, and managing online consumer reviews to enhance competitiveness and purchasing decisions. Keywords: Marketing Content, Free Shipping, E-WOM, Purchase Decision