Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 7 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE DI INDONESIA: STUDI LITERATUR TAHUN 2020–2025

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  • Putri Wijayanti,
  • Rery Amanda Alsa Rizki,
  • Aulia Okta Ramadani
Putri Wijayanti
Universitas Slamet Riyadi
Rery Amanda Alsa Rizki
Universitas Slamet Riyadi
Aulia Okta Ramadani
Universitas Slamet Riyadi
DOI: https://doi.org/10.2238/79ct6z13

Published 2026-06-28

Keywords

  • Electronic Word of Mouth,
  • Purchase Decision,
  • E-Commerce,
  • Digital Marketing,
  • Consumer Behavior

How to Cite

PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE DI INDONESIA: STUDI LITERATUR TAHUN 2020–2025. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(7). https://doi.org/10.2238/79ct6z13

Abstract

The rapid development of digital technology has accelerated the growth of the e-commerce industry in Indonesia and transformed consumer behavior in the purchasing decision-making process. One of the most influential factors in the digital marketing environment is Electronic Word of Mouth (E-WOM), which refers to consumer-to-consumer communication through electronic media containing experiences, reviews, and recommendations regarding products or services. This study aims to analyze the influence of Electronic Word of Mouth on purchasing decisions in Indonesian e-commerce through a literature review approach. The research method employed is a literature study by reviewing national and international scientific articles published between 2020 and 2025. Data collection was conducted through searches in several academic databases and subsequently analyzed descriptively to identify sesuait research findings. The results indicate that Electronic Word of Mouth has a positive and significant influence on consumer purchasing decisions across various e-commerce platforms such as Shopee, Tokopedia, and TikTok Shop. Review quality, review quantity, information credibility, and consumer trust are identified as factors that strengthen the influence of E-WOM on purchasing decisions. Furthermore, E-WOM assists consumers in obtaining information, reducing perceived risk, and increasing confidence before making transactions. Therefore, managing customer reviews and digital reputation has become an essential strategy for companies seeking to enhance competitiveness and encourage consumer purchasing decisions in the digital era.
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References

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