SYSTEMATIC LITERATURE REVIEW: THE RELATIONSHIP OF EWORD OF MOUTH WITH PURCHASE DECISION

Authors

  • Akhmad Irwansyah Siregar Universitas Batanghari
  • Johni Paul Karolus Pasaribu Universitas Dinamika Bangsa
  • Albetris Albetris Universitas Batanghari

DOI:

https://doi.org/10.34006/jmbi.v13i1.173

Keywords:

E-WOM, Purchase Decision, Literacy

Abstract

The use of technology makes it easier to search for and obtain information by digitizing word of mouth

(WOM) literacy and improving purchasing decisions. The aim of this research is to answer the research

question, namely to find out what methods are used to analyze the role of e-WOM in decision making.

This research method uses a Systematic Literature Review, by searching for journal articles and

proceedings published from 2018 - 2023. The mapping results show that the data analysis methods that

are widely used are SEM and multiple linear regression. Findings from various journal articles show that

e-WOM variables influence purchasing decisions.

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Published

2024-06-30

How to Cite

Siregar, A. I. ., Pasaribu, J. P. K. ., & Albetris, A. (2024). SYSTEMATIC LITERATURE REVIEW: THE RELATIONSHIP OF EWORD OF MOUTH WITH PURCHASE DECISION. Jurnal Manajemen Dan Bisnis, 13(1), 13–23. https://doi.org/10.34006/jmbi.v13i1.173

Issue

Vol. 13 No. 1 (2024): JMBI : JURNAL MANAJEMEN DAN BISNIS

Section

Artikel