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All Journal Business Management
Reni Silvia Yuli Safitri
Akademi Bisnis Lombok
Decision Sciences, Operations Research & Management

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The Impact of E-WOM (Electronic Word of Mouth) on Purchase Decisions on the Shopee Platform Reni Silvia Yuli Safitri
Business Management Vol. 5 No. 2 (2026): Business Management Mei
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/216sqh24

Abstract

The growth of digital business in today’s era influences consumer behavior, particularly when it comes to making decisions about purchasing or consuming a product; trust in Electronic Word of Mouth (e-WOM) has become a key factor in helping consumers make the right decisions regarding product consumption.  This study aims to analyze the influence of E-WOM (Electronic Word of Mouth) on purchasing decisions on the Shopee platform. The study employs a qualitative research method and uses literature review as the data collection technique. The results indicate that E-WOM influences purchasing decisions and can reduce purchasing risk by helping consumers mitigate the risk of product defects or evaluate product quality before making an online purchase.
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