Analysis of MSME Entrepreneurs' and Consumers' Perceptions of the Role of e-Word of Mouth and Conventional Word of Mouth in Business

Maharani, Binti Nadia

KIC
Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business

Research aim: To analyze the differences in the effectiveness of WOM and e-WOM and the perceptions of MSME actors and consumers. Design/Method/Approach: A descriptive qualitative approach through in-depth interviews. Research Findins: Traditional WOM is more effective in building trust through interpersonal relationships, while e-WOM excels in reach and speed of information, albeit requiring greater resources. Theoretical Contribution/Originality: Enriching the literature on the integration of WOM and e-WOM within MSMEs. Practitionel/Policy implication: Providing guidance for MSMEs in trust-based and technology-driven marketing strategies. Research Limitation: Limited sample size across a few MSME sectors.