PENGARUH ESENSIAL IKLAN, GRATIS ONGKIR DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI ULANG KONSUMEN MARKETPLACE SHOPEE DI SUKABUMI

This study aims to determine the effect of essential advertising, free shipping and electronic word of mouth on consumer repurchase interest in the shopee marketplace in Sukabumi. The population in this study were Shopee marketplace users who live in Sukabumi. The sample of this study used a non-probability sampling method with the sampling technique used was purposive sampling, the sample size was 170 respondents. The results showed that advertising essentials had a positive and significant effect on repurchase interest with a significance level of 0.040, free shipping had a positive and significant effect on repurchase interest with a significance level of 0.029, electronic word of mouth had a positive and significant effect on repurchase interest with a significance level of
0.000. With simultaneous essential advertising, free shipping and electronic word of mouth have a positive and significant effect on repurchase interest with a significance level of 0.000. The results of the study are expected to provide valuable insight for consumers in making more informed online purchasing decisions, as well as being a source of information for companies to formulate effective marketing strategies.

Keywords: Advertising Essentials, Free Shipping, Electronic Word of Mouth, Purchase Intention.