Peran Electronic Word of Mouth dalam Membentuk Keputusan Pembelian Konsumen: Sebuah Systematic Literature Review
Keywords:
eWOM, Keputusan Pembelian , Bibliometric, Tinjauan Sistematis , Perilaku KonsumenAbstract
Electronic word of mouth (eWOM) telah menjadi salah satu penentu utama keputusan pembelian konsumen di era digital, namun temuan empiris mengenai mekanismenya masih tersebar pada beragam konteks dan metode sehingga sulit dibaca sebagai satu kesatuan. Artikel ini menyajikan tinjauan bibliometrik-sistematis (B-SLR) terhadap 381 artikel jurnal terindeks Scopus pada bidang bisnis dan manajemen yang terbit antara 2021 hingga 2026, mengikuti kerangka sepuluh langkah Marzi dan rekan serta protokol pelaporan PRISMA 2020. Analisis bibliometrik dijalankan dengan paket bibliometrix (R) untuk memetakan kinerja publikasi, jejaring kolaborasi, dan struktur intelektual bidang, sementara sintesis sistematis dilakukan untuk menjawab lima pertanyaan penelitian yang mencakup landasan teori, metode, mekanisme, tren, serta konteks dan kesenjangan. Hasilnya menunjukkan pertumbuhan publikasi yang konsisten dengan puncak pada 2025, dominasi jurnal ritel dan jasa konsumen, serta konsentrasi produktivitas pada Tiongkok, India, dan Amerika Serikat. Pemetaan kata kunci memperlihatkan pergeseran dari studi sikap-niat berbasis survei menuju pendekatan komputasional seperti sentiment analysis, text mining, dan machine learning. Sintesis tematik menegaskan bahwa pengaruh eWOM terhadap keputusan pembelian sebagian besar bersifat tidak langsung, dimediasi oleh kepercayaan, persepsi kegunaan, kredibilitas sumber, dan citra merek, serta dimoderasi oleh karakteristik konsumen dan platform. Tinjauan ini mengidentifikasi kesenjangan pada konteks pasar berkembang, integrasi kecerdasan buatan generatif, dan deteksi ulasan palsu, lalu menawarkan agenda penelitian dan implikasi manajerial yang terstruktur bagi pemasaran digital.
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