Pengaruh Word of Mouth Dalam Keputusan Pembelian Generasi Z: Tren dan Tantangan
Keywords:
Word of Mouth, Keputusan Pembelian, Gen ZAbstract
Word of mouth (WOM), khususnya electronic word of mouth (eWOM), memiliki peran yang sangat
penting dalam memengaruhi keputusan pembelian Generasi Z. Perkembangan teknologi digital telah
menggeser pola komunikasi konsumen dari rekomendasi lisan tradisional menuju ulasan, komentar, dan
konten berbasis pengalaman yang dibagikan melalui berbagai platform media sosial. Bagi Generasi Z yang
tumbuh di era digital, eWOM menjadi salah satu sumber informasi utama karena dinilai lebih autentik,
relevan, dan dapat dipercaya dibandingkan komunikasi pemasaran konvensional. Pengaruh eWOM
terhadap keputusan pembelian terjadi melalui peningkatan persepsi terhadap keaslian informasi,
kepercayaan konsumen, serta citra merek yang terbentuk dari interaksi dan testimoni pengguna lain. Tujuan
penelitian ini adalah untuk menganalisis tren pengaruh word of mouth pada keputusan pembelian generasi
Z melalui studi literatur.
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