TREN DAN TRANSFORMASI ELECTRONIC WORD OF MOUTH DALAM LIMA TAHUN TERAKHIR: KAJIAN SISTEMATIS PERKEMBANGAN STRATEGI DAN PENGARUHNYA PASCA PANDEMI COVID-19
DOI:
https://doi.org/10.36085/jamekis.v8i2.8179Abstrak
Pesatnya perkembangan teknologi digital dan perubahan perilaku konsumen di era pasca-COVID-19 telah mendorong transformasi besar dalam pola komunikasi pemasaran, khususnya melalui Electronic Word of Mouth (e-WOM). Selama lima tahun terakhir, e-WOM telah berkembang melampaui ulasan berbasis teks sederhana menjadi konten visual dan interaktif yang disebarluaskan melalui platform media sosial seperti TikTok, Instagram, dan YouTube. Studi ini bertujuan untuk secara sistematis memeriksa tren dan transformasi e-WOM dalam hal format, saluran distribusi, strategi adaptif yang digunakan oleh bisnis, dan dampaknya terhadap perilaku konsumen di lanskap digital setelah pandemi. Penelitian ini menggunakan metode Tinjauan Literatur Sistematis (SLR) dengan menganalisis 18 artikel ilmiah yang bersumber dari basis data terkemuka seperti Scopus, ScienceDirect, dan Google Scholar, yang dipilih berdasarkan kata kunci: "electronic word of mouth," "e-WOM," "pemasaran digital pascapandemi," dan "perilaku konsumen." Temuan penelitian ini mengungkapkan bahwa e-WOM telah menjadi instrumen strategis yang tidak hanya meningkatkan kredibilitas merek melalui konten yang autentik dan emosional, tetapi juga berfungsi sebagai komponen inti dari strategi pemasaran digital yang berbasis data, berorientasi pada komunitas, dan partisipatif. Studi ini memberikan wawasan berharga tentang dinamika komunikasi konsumen digital dan menawarkan panduan praktis bagi perusahaan dan UMKM dalam mengelola e-WOM secara efektif.
Referensi
Agusiady, R., Saepudin, D., & Aripin, Z. (2024). The influence of social media communication on consumer perceptions of brands and purchase intentions in the pandemic and post-pandemic era: an analytical study. JESOCIN, 2(1), 1–15.
Ahmad, A. M. K., Abuhashesh, M., Obeidat, Z., & AlKhatib, M. J. (2020). E-WOM and airline e-ticket purchasing intention: Mediating effect of online passenger trust. Management Science Letters, 10(12), 2729–2740. https://doi.org/10.5267/j.msl.2020.4.037
Al Halbusi, H., Al-Sulaiti, K., Abbas, J., & Al-Sulaiti, I. (2022). Assessing Factors Influencing Technology Adoption for Online Purchasing Amid COVID-19 in Qatar: Moderating Role of Word of Mouth. Frontiers in Environmental Science, 10(July), 1–17. https://doi.org/10.3389/fenvs.2022.942527
Creswell, J. (2017). Qualitative Inqury Research Design Choosing Among Five Approaches.
Creswell, J. W., & Creswell, J. D. (2018). Mixed Methods Procedures. In Research Defign: Qualitative, Quantitative, and Mixed M ethods Approaches.
Ekowati, S., & Meilaty Finthariasari, A. (2020). The Effect Of Price And Promotion On Product Purchase Decisions At Eleven Cafe Bengkulu. Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS), 3(1), 1-14.
Fainshtein, E., Chkoniya, V., Serova, E., & Vorobyev, P. (2023). Sustainable Social Systems: Innovative Service Implications in the Restaurant Business in the Post- COVID Era with Digital Transformation Strategies. Sustainability (Switzerland), 15(19). https://doi.org/10.3390/su151914539
Finthariasari, M. F., Ratnawili, R., & Halim, N. (2022). Purchasing Decisions: The Analysis Effect Of The Variables Life Style, Celebrity Endorser, And Brand Image. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 10(2), 661-672.
Haddaway, N. R., Page, M. J., Pritchard, C. C., & McGuinness, L. A. (2022). PRISMA2020: An R package and Shiny app for producing PRISMA 2020- compliant flow diagrams, with interactivity for optimised digital transparency and Open Synthesis. Campbell Systematic Reviews, 18(2), e1230. https://doi.org/https://doi.org/10.1002/cl2.1230
Hashemi, S., Singh, K. S. D., Mughal, M. A., & Kiumarsi, S. (2023). Reimagining Travel Intentions To China in the Post Covid-19 Era: Exploring the Role of Perceived Safety, Electronic Word of Mouth and Destination Image. Geojournal of Tourism and Geosites , 49(3), 1185–1194. https://doi.org/10.30892/gtg.49333-1117
Kuncoro, H. (2021). Pemberdayaan Budikdamber Sebagai Upaya Pemulihan Ekonomi Masa Pandemi di Wilayah Sekaran Gunung Pati. Jurnal Teologi Berita Hidup, 14(1), 1–13.
Liu, H., Jayawardhena, C., Shukla, P., Osburg, V. S., & Yoganathan, V. (2024). Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age. Journal of Business Research, 176(February). https://doi.org/10.1016/j.jbusres.2024.114587
Mubarok, Sari, Wibowo, M. (2025). Comparative Study of Artificial Intelligence (AI) Utilization in Digital Marketing Strategies Between Developed and Developing Countries: A Systematic Literature Review. Ilomata International Journal of Management, 6(1), 156–173. https://doi.org/10.61194/ijjm.v6i1.1534
Mubarok, S., Suminar, E., Karyani, T., Rufaidah, F., Sari, D. N., & Rahmat, B. P. N. (2023). An Overview of the Increasing Ornamental Plant Business in Indonesia Post-COVID-19 Pandemic as a Result of Social Media and Its Future Perspective. Sustainability (Switzerland), 15(19). https://doi.org/10.3390/su151914211
Müller-Pérez, J., Acevedo-Duque, Á., Rettig, P. V., García-Salirrosas, E. E., Fernández- Mantilla, M. M., Izquierdo-Marín, S. S., & Álvarez-Becerra, R. (2023). Consumer Behavior after COVID-19: Interpersonal Influences, eWOM and Digital Lifestyles in More Diverse Youths. Sustainability (Switzerland), 15(8). https://doi.org/10.3390/su15086570
Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 7(2), 234-254.
Poyoi, P., Gassiot-Melian, A., & Coromina, L. (2023). Local Food Experiences Before and After Covid-19: a Sentiment Analysis of Ewom. Tourism and Hospitality Management, 29(4), 477–493. https://doi.org/10.20867/thm.29.4.1
Robert. (2020). The Impact of Digital Transformation on Consumer Behavior: A Study of E-Commerce Trends and Customer Loyalty in the Post-Pandemic World. Springer, 19(2).
Thao, D. T., Caldicott, R. W., & Kamal, M. A. (2023). Electronic Word of Mouth (Ewom) and the Travel Intention of Social Networkers Post-COVID-19: A Vietnam Case. International Journal of Professional Business Review, 8(11), e03856. https://doi.org/10.26668/businessreview/2023.v8i11.3856
Toubes, D. R., Vila, N. A., & Fraiz Brea, J. A. (2021). Changes in consumption patterns and tourist promotion after the covid-19 pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1332–1352. https://doi.org/10.3390/jtaer16050075
Tung, L. T., & My, D. T. H. (2023). Electronic Word of Mouth, Attitude, Motivation, and Travel Intention in the Post-COVID-19 Pandemic. Journal of Tourism and Services, 14(27), 181–196. https://doi.org/10.29036/jots.v14i27.603
Xu, S., Khan, K. I., & Shahzad, M. F. (2024). Examining the influence of technological self-efficacy, perceived trust, security, and electronic word of mouth on ICT usage in the education sector. Scientific Reports, 14(1), 1–16. https://doi.org/10.1038/s41598-024-66689-4
Yang, Z., Li, X., & Wang, Q. (2024). Analysis of Online Consumer Purchasing Behavior Typology After the COVID-19 Pandemic. SAGE Open, 14(3), 1–14. https://doi.org/10.1177/21582440241279684
Yi, K. (2020). Appeal of word of mouth: Influences of public opinions and sentiment on ports in corporate choice of import and export trade in the post-COVID-19 era. Ocean and Coastal Management, 225(1).
Yulinda, A. T., Ranidiah, F., & Jauhari, W. R. R. (2020). Pengaruh Customer Experience Dan Trust Terhadap Loyalitas Pelanggan Kfc Di Kota Bengkulu. Jurnal Ilmiah Akuntansi, Manajemen & Ekonomi Islam, 3(2.153-168).
Zhang, X., Chang, M. Y., Rong, M., & Chen, H. S. (2023). Navigating the Post-Pandemic Era: The Mediating Role of Relationship Quality and Perceived Value on Cruise Passengers’ E-WOM in Taiwan. Sustainability (Switzerland), 15(19). https://doi.org/10.3390/su151914416
