ANALISIS SYSTEMATIC REVIEW EFEK NARSISME, DIFUSI E-WOM, SELF-ESTEEM, DAN VIRTUE SIGNALING TERHADAP NIAT PEMBELIAN PRODUK DENGAN PENGIRIMAN LAUT

Frima Derris; Rhian Indradewa; Tantri Yanuar Rahmat Syah

doi:10.31539/costing.v7i6.11732

Frima Derris Universitas Esa Unggul
Rhian Indradewa Universitas Esa Unggul Jakarta
Tantri Yanuar Rahmat Syah Universitas Esa Unggul Jakarta

DOI: https://doi.org/10.31539/costing.v7i6.11732

Keywords: Narsisme, difusi e-WOM, self-esteem, virtue signaling, niat pembelian, pengiriman laut

Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengaruh narsisme, difusi e-WOM, self-esteem, dan virtue signaling terhadap niat pembelian produk dengan pengiriman laut. Metode penelitian menggunakan systematic litaratur review (SLR) dari sepuluh artikel terpilih yang relevan untuk memahami hubungan antara variabel-variabel tersebut. Melalui pendekatan ini, penelitia mengevaluasi bagaimana setiap faktor mempengaruhi perilaku konsumen dalam konteks pemasaran digital dan pengiriman barang. Hasil penelitian menunjukkan bahwa narsisme memiliki peran signifikan dalam membentuk perilaku konsumen, terutama dalam keterlibatan mereka dengan aktivitas e-WOM. Konsumen dengan kecenderungan narsistik lebih aktif dalam memberikan ulasan dan merekomendasikan produk, serta lebih tertarik pada teknologi yang memungkinkan mereka memodifikasi citra diri. Difusi e-WOM juga ditemukan sebagai faktor penting yang mempengaruhi niat pembelian. Informasi dari e-WOM yang dianggap kredibel dan relevan mampu meningkatkan kepercayaan dan keyakinan konsumen terhadap produk. Selain itu, self-esteem ditemukan sebagai mediator dalam hubungan antara narsisme dan niat pembelian. Konsumen dengan self-esteem tinggi menunjukkan kepercayaan diri lebih dalam membuat keputusan pembelian dan lebih responsif terhadap sinyal pemasaran yang menekankan nilai pribadi dan status sosial. Virtue signaling juga memiliki dampak signifikan, di mana konsumen yang ingin menunjukkan kepedulian terhadap isu sosial dan lingkungan lebih cenderung memilih produk yang mendukung nilai-nilai tersebut.

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