Literature Review: The Effectiveness of Electronic Word of Mouth (e-Wom) in Influencing Product Buying Interest

Authors

  • Katterina Pangestu Citra Wijaya Universitas Pamulang
  • Virda Aulia Universitas Pamulang
  • Sofia Haq Universitas Pamulang
  • Faisyah Fahira Universitas Pamulang
  • Syalsya Frida Kusanadi Universitas Pamulang

DOI:

https://doi.org/10.32493/fb.v6i1.2024.1-6.35428

Abstract

Marketing research increasingly emphasizes the role of e-WOM in influencing consumer interest to buy products. Factors such as source credibility, number of reviews, platform type, and review content have been discussed in previous research on what influences e-WOM. This research is a descriptive qualitative research that uses literature studies as an approach. The results outline research from five journals that discuss e-WOM and how it affects consumer buying interest. These findings include the effect of the quality, quantity, and credibility of e-WOM on consumer buying interest. In the discussion, it was emphasized that consumer buying interest involves psychological, social, economic, and emotional components. E-WOM is also considered more trusting than official advertising because it utilizes aspects of identity and emotion, The result is that, by influencing the process of research, consideration, and consumer decisions, e-WOM has a positive impact on product buying interest by developing useful strategies to utilize it to achieve their business goals in the digital era.

References

Elvina, N., & Sarah, S. (2021). Pengaruh Harga Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Emina Kosmetik. Jurnal Indonesia Membangun, 20(1), 84-98.

Firdayulia, A., & Jamiat, N. (2021). Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Toko Kopi Tuku. eProceedings of Management, 8(2).

Lestari, E. D., & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (EMBISS), 1(2), 75-82.

Mudarifah, S. (2020). Analisis pengaruh electronic Word Of Mouth terhadap minat beli produk kosmetik maybelline dengan brand trust sebagai variabel mediasi (studi kasus pada pengguna aplikasi Online Shop Lazada. Co. Id). PRAGMATIS, 1(1), 23-31.

Roza, A. S., & Jumhur, H. M. (2021). Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Konsumen Pada Followers Akun Instagram Avoskin Beauty. eProceedings of Management, 8(6). Berndt, T. J. (2002). Friendship quality and social development. Current Directions in Psychological Science, 11, 7-10

Sinaga, B. A., & Sulistiono, S. (2020). Pengaruh Electronic Word Of Mouth Dan Promosi Media Sosial Terhadap Minat Beli Pada Produk Fashion Eiger. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 79-94.

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Published

2024-02-29

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