Pengaruh Electronic Word Of Mouth Dan Kualitas Informasi Terhadap Keputusan Pembelian Pada Produk Kuliner UMKM Di Marketplace

Abstract

The Development of Digital Technology and Marketplaces had changed consumer behavior in making purchasing decisions, especially for MSME culinary products. This study aims to examine the influence of electronic word of mouth (e-WOM) and information quality on purchasing decisions through a literature review approach using the Systematic Literature Review (SLR) method. The research employed a qualitative approach by collecting data from various relevant national and international journals, which were then analyzed using the Miles and Huberman model consisting of data reduction, data presentation, and conclusion drawing. The results of the study indicate that e-WOM and information quality generally have a positive and significant effect on purchasing decisions. Consumers tend to trust reviews from other users as well as product information that is clear, accurate, and relevant. However, several studies show that e-WOM does not always have a direct effect, but may influence purchasing decisions through mediating variables such as purchase intention. In conclusion, e-WOM and information quality are important factors in shaping consumer purchasing decisions in marketplaces.