PENGARUH WORD OF MOUTH, CASH ON DELIVERY DAN GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING MELALUI SHOPEE DIKOTA BENGKULU

Abstract

This study iams to determine the effect of word of mouth, cash on delivery and free shipping on purchasing decisions for scarlett whitening products through the shopee platfrom in Bengkulu City. The research method used is quantitative with a sample size of 125 respondents, obtained based on hair formula. Data were collected through online questionnaires distributed purposive sampling techniques to ensure respondents are relevant consumers. Data analysis carried multiple linear  regression and hypothesis testing through t-test and f-test using spss software version 25. thhe results of the study showed that the three variables, namely word of mouth, cash on delivery and free shipping, partially and simultaneously have a significant influence on purchasing decisions for scarlet whitening product on shopee in Bengkulu City. this finding confirms the importance of these three factors in influencing consumer behavior in  shopping online through the shopee platfrom.