Hubungan Variabel Pemasaran Digital Terhadap Electronic Word Of Mouth (E-WOM): Sebuah Studi Literatur

Novi Tri Hariyanti; Edwin Meinardi Trianto; Alexander Wirapraja

doi:10.34148/teknika.v9i2.299

Novi Tri Hariyanti Program Studi Manajemen Informatika, Institut Informatika Indonesia Surabaya, Jawa Timur
Edwin Meinardi Trianto Program Studi Manajemen Informatika, Institut Informatika Indonesia Surabaya, Jawa Timur
Alexander Wirapraja Program Studi Sistem Informasi, Institut Informatika Indonesia Surabaya, Jawa Timur

DOI: https://doi.org/10.34148/teknika.v9i2.299

Keywords: pemasaran digital, E-WOM, studi literatur

Abstract

Pemasaran adalah bidang keilmuan yang menarik dan dilengkapi dengan aspek digital menjadikan pemasaran digital sebagai salah satu bidang keilmuan yang memiliki cakupan yang sangat besar, terlebih dengan mengaitkannya kepada keterlibatan konsumen. Pada penelitian terdahulu didapatkan variabel-variabel penelitian yang digunakan untuk mengukur kepuasan dari konsumen, maka dengan menggunakan metode penelitian studi literatur peneliti menemukan variabel-variabel yang dianggap dapat digunakan untuk mengukur persepsi konsumen dari sisi kualitas website, kepuasan dan keinginan konsumen untuk berbagi dengan konsumen lainnya, dengan memanfaatkan literatur ilmiah antara rentang waktu tahun 2015-2020. Hasil pemetaan literatur yang dilakukan didapatkan hasil bahwa variabel yang secara umum digunakan dalam penelitian pemasaran digital adalah kualitas website untuk mengukur kehandalan dari situs, kepuasan konsumen yang diungkapkan secara elektronik (e-satisfaction), kualitas informasi yang diberikan oleh situs dan keinginan konsumen untuk berbagi pengalaman pengunaannya kepada konsumen lain (E-WOM). Selain variabel didapatkan pula metode yang sering digunakan dalam penelitian pemasaran digital adalah menggunakan metode kuantitatif dengan pendekatan Structural Equation Modelling (SEM).

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