Consumer Behavior in the Digital Era: A Literature Review of Environmental Factors and Electronic Word-of-Mouth
Keywords:
Consumer Behavior, Digital Marketing, Electronic Word-of-Mouth, Reference Group, Literature ReviewAbstract
The rapid advancement of digital technology has fundamentally transformed consumer purchasing behavior, shifting trust from traditional advertising toward digital communities and user-generated content. This study aims to analyze the influence of consumer environmental factors and Electronic Word-of-Mouth (E-WOM) on purchasing decisions in the digital era through a literature review approach. The study employs a qualitative descriptive method by synthesizing books, peer-reviewed journal articles, and industry reports published between 2016 and 2025. The analysis focuses on four consumer environmental dimensions, namely cultural, social, demographic, and economic factors, as well as the roles of family, reference groups, and E-WOM in shaping consumer behavior. The findings indicate that purchasing decisions are increasingly influenced by authenticity, digital social interaction, and value-oriented consumption. Community-based E-WOM emerges as the most trusted information source, followed by micro and nano influencers, while mega influencers primarily contribute to brand awareness. This study highlights the strategic importance of community-led marketing in strengthening consumer trust and supporting more effective digital marketing strategies.
Abstrak
Perkembangan pesat teknologi digital telah mengubah secara mendasar perilaku pembelian konsumen, sehingga kepercayaan bergeser dari iklan tradisional ke komunitas digital dan konten yang dibuat pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh faktor lingkungan konsumen dan Electronic Word-of-Mouth (E-WOM) terhadap keputusan pembelian di era digital melalui pendekatan tinjauan pustaka. Penelitian ini menggunakan metode deskriptif kualitatif dengan mensintesis buku, artikel jurnal yang telah ditelaah sejawat, dan laporan industri yang diterbitkan antara tahun 2016 dan 2025. Analisis ini berfokus pada empat dimensi lingkungan konsumen, yaitu faktor budaya, sosial, demografis, dan ekonomi, serta peran keluarga, kelompok rujukan, dan E-WOM dalam membentuk perilaku konsumen. Temuan menunjukkan bahwa keputusan pembelian semakin dipengaruhi oleh keaslian, interaksi sosial digital, dan konsumsi yang berorientasi pada nilai. E-WOM berbasis komunitas muncul sebagai sumber informasi yang paling dipercaya, diikuti oleh mikro dan nano influencer, sementara mega influencer terutama berkontribusi pada kesadaran merek. Penelitian ini menyoroti pentingnya strategis pemasaran yang dipimpin komunitas dalam memperkuat kepercayaan konsumen dan mendukung strategi pemasaran digital yang lebih efektif.
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Copyright (c) 2026 Ahmada Wildani Mufalino, Muhammad Junaidi Trimansyah, Silvy Dewi Anggraini, Ulil Amri, Arfansyah Nur Latif, Putri Cahaya Kirana Ana Dinata, Zahra Maulidiyana, Nafisatul ‘Aliyyah (Author)
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