PENGARUH ULASAN PELANGGAN DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN
Article Sidebar
Iklan,
Keputusan Pembelian,
Tinjauan Pustaka,
Konsumen,
Customer Reviews,
Advertising,,
Literature Reviews,
Purchase Decisions,
Consumers
Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh ulasan pelanggan dan iklan terhadap keputusan pembelian konsumen dengan metode tinjauan pustaka. Dalam era digital, ulasan pelanggan menjadi salah satu faktor penting dalam proses pengambilan keputusan konsumen, sedangkan iklan masih memainkan peran signifikan dalam membentuk persepsi merek dan produk. Melalui kajian literatur dari berbagai penelitian yang relevan, artikel ini mengidentifikasi hubungan antara ulasan pelanggan dan iklan dengan keputusan pembelian. Hasil tinjauan ini menunjukkan bahwa ulasan pelanggan memiliki pengaruh yang lebih besar terhadap keputusan pembelian, terutama di platform e-commerce, namun iklan juga penting dalam membangun citra merek dan menarik perhatian awal konsumen.
This research aims to analyze the influence of customer reviews and advertising on consumer purchasing decisions using the literature review method. In the digital era, customer reviews have become an important factor in the consumer decision-making process, while advertising still plays a significant role in shaping brand and product perceptions. Through a literature review of various relevant studies, this article identifies the relationship between customer reviews and advertising and purchasing decisions. The results of this review show that customer reviews have a greater influence on purchasing decisions, especially on e-commerce platforms, but advertising is also important in building brand image and attracting consumers' initial attention.
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