DAMPAK ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN KONSUMEN DAN PERANNYA THE IMPACT OF ELECTRONIC WORD OF MOUTH ON CONSUMER DECISIONS AND ITS ROLE

Abstract

Penelitian ini menyelidiki pengaruh electronic word of mouth terhadap pilihan pembelian konsumen, khususnya dalam bidang e-commerce. Pertumbuhan pesat pengguna internet di Indonesia dan meningkatnya aktivitas transaksi daring telah memperkuat posisi electronic word of mouth sebagai strategi pemasaran yang efisien. Hasil analisis menunjukkan bahwa electronic word of mouth berpengaruh signifikan dalam meningkatkan kepercayaan konsumen, loyalitas, dan pembelian berulang. Dengan electronic word of mouth yang informatif tentang kualitas produk, harga, dan variasi, perusahaan dapat menarik minat terhadap produk dan membangun citra positif yang mendukung hubungan jangka panjang dengan konsumen.

This study investigates the influence of electronic word of mouth on consumer purchasing decisions, particularly in the field of e-commerce. The rapid growth of internet users in Indonesia and the increase in online transaction activities have strengthened the position of electronic word of mouth as an effective marketing strategy. The analysis results indicate that electronic word of mouth significantly impacts enhancing consumer trust, loyalty, and repeat purchases. With informative electronic word of mouth regarding product quality, price, and variety, companies can attract interest in their products and build a positive image that supports long-term relationships with consumers.