SEBUAH SYSTEMATIC LITERATURE REVIEW TENTANG PERILAKU KONSUMEN ONLINE DAN PENGAMBILAN KEPUTUSAN PEMBELIAN GENERASI DIGITAL
DOI:
https://doi.org/10.30606/cano.v14i2.3809Keywords:
Perilaku Konsumen,Keputusan Pembelian,Media Sosial, PengalamanAbstract
Penelitian ini bertujuan untuk mengkaji secara komprehensif faktor-faktor yang mempengaruhi perilaku konsumen dalam pengambilan keputusan pembelian online, dengan fokus pada sektor e-commerce, produk kecantikan, dan pangan organik. Mengingat perkembangan pesat media sosial dan peran influencer dalam mempengaruhi preferensi konsumen, penelitian ini mengidentifikasi pengaruh media sosial, kredibilitas influencer, keberlanjutan produk, dan pengalaman pengguna terhadap keputusan pembelian konsumen. Penelitian ini juga memasukkan dimensi baru dengan mengintegrasikan konsep neuromarketing, seperti penggunaan eye-tracking, untuk memahami bagaimana konsumen merespons elemen visual dan emosional yang memengaruhi keputusan mereka. Menggunakan pendekatan Sistematik Literatur Review (SLR) dengan metode PRISMA, penelitian ini meneliti 70 artikel relevan yang diterbitkan dalam beberapa tahun terakhir, menyarikan temuan tentang faktor-faktor yang berperan dalam perilaku konsumen online. Hasil penelitian menunjukkan bahwa media sosial dan influencer memiliki dampak signifikan dalam membentuk keputusan pembelian, terutama di kalangan generasi muda (Gen Z). Di sisi lain, kesadaran terhadap keberlanjutan semakin mempengaruhi perilaku pembelian konsumen, terutama di sektor produk organik dan ramah lingkungan. Pemasaran berbasis pengalaman, yang mencakup kemudahan akses dan interaksi yang mulus, juga ditemukan menjadi faktor penting dalam keputusan pembelian. Dengan menggabungkan faktor-faktor ini, penelitian ini memberikan wawasan baru mengenai kompleksitas perilaku konsumen di dunia digital dan memberikan rekomendasi strategis bagi perusahaan dalam merancang pemasaran digital yang lebih efektif dan berkelanjutan. Penelitian ini juga menyarankan area penelitian lebih lanjut mengenai interaksi antara faktor sosial dan emosional dalam pengambilan keputusan pembelian online.
Downloads
References
Abdel Wahab, H., Diaa, N. M., & Ahmed Nagaty, S. (2023a). Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement? Cogent Business and Management, 10(2). https://doi.org/10.1080/23311975.2023.2208430
Abdulsalam, T. A., Tajudeen, R. B., Ogungbemi, S. S., & Francis, E. (2024). Impact of Forensic Marketing on Consumer Behavior: Evidence From Beauty Products’ Purchase Decision. Business Ethics and Leadership, 8(1), 129–148. https://doi.org/10.61093/bel.8(1).129-148.2024
Aguiar, V. H., & Kashaev, N. (2021). Stochastic Revealed Preferences with Measurement Error. Review of Economic Studies, 88(4), 2042–2093. https://doi.org/10.1093/restud/rdaa067
Al Falah, K., Al Sughayir, A., & Albarq, A. N. (2024a). The importance of environmental concern, trust and convenience in consumers’ purchase intentions of organic foods in a developing country. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2361319
An, G. K., An Ngo, T. T., Tran, T. T., & Nguyen, P. T. (2024a). Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam. Innovative Marketing, 20(3), 261–276. https://doi.org/10.21511/im.20(3).2024.21
Balogh-Kardos, V., Balogh, R., & Gál, T. (2025). The role of demographic characteristics and shopping habits in online shopping behavior. Innovative Marketing, 21(1), 170–181. https://doi.org/10.21511/im.21(1).2025.14
Barbierato, E., Berti, D., Ranfagni, S., Hernández-Ãlvarez, L., & Bernetti, I. (2023a). Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences. International Journal of Wine Business Research, 35(3), 365–389. https://doi.org/10.1108/IJWBR-06-2022-0021
Berki-Kiss, D., & Menrad, K. (2022). Ethical consumption: Influencing factors of consumer´s intention to purchase Fairtrade roses. Cleaner and Circular Bioeconomy, 2. https://doi.org/10.1016/j.clcb.2022.100008
Beyari, H., Hashem, T. N., & Alrusaini, O. (2024a). Neuromarketing: Understanding the effect of emotion and memory on consumer behavior by mediating the role of artificial intelligence and customers’ digital experience. Journal of Project Management (Canada), 9(4), 323–336. https://doi.org/10.5267/j.jpm.2024.9.001
Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non-sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626–641. https://doi.org/10.1002/bse.3509
Bobe, M., Procopie, R., Pamfilie, R., Bumbac, R., Giușcă, S., Mihai, M., & Jurconi, A. (2024a). Towards a Digital Native Era in Nutrition: Introducing the M-Format Labeling. Journal of Business Economics and Management, 25(2), 246–267. https://doi.org/10.3846/jbem.2024.21143
Bruhn, M., Gröppel-Klein, A., & Kirchgeorg, M. (2023). Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline. Journal of Business Economics, 93(6–7), 1055–1088. https://doi.org/10.1007/s11573-023-01141-z
Calderon-Monge, E., RamÃrez-Hurtado, J. M., & Cuesta, I. R. (2024). Labeling and consumer purchases. International Journal of Consumer Studies, 48(3). https://doi.org/10.1111/ijcs.13056
Chai, Y. X., Ren, S. J. F., & Zhang, J. Q. (2022). the Impacts of Digital Content Piracy and Copyright Protection Policies When Consumers Are Loss Averse. Journal of Industrial and Management Optimization, 18(5), 3587–3612. https://doi.org/10.3934/jimo.2021127
Choi, C., & Bum, C. H. (2021a). A comparative study of differences in consumers’ impulse buying behaviour, purchase satisfaction, and complaint behaviour based on types of product purchased. Sport Mont, 18(1), 51–56. https://doi.org/10.26773/smj.201009
De Beckker, K., De Witte, K., & Van Campenhout, G. (2021). The effect of financial education on students’ consumer choices: Evidence from a randomized experiment. Journal of Economic Behavior and Organization, 188, 962–976. https://doi.org/10.1016/j.jebo.2021.06.022
Deep, V., & Girdhar, A. (2022). Consumer Behavior towards Consumption of Branded Wheat Flour (Aata) in Hisar. Economic Affairs (New Delhi), 67(2), 49–53. https://doi.org/10.46852/0424-2513.2.2022.9
Demyen, S. (2024). The Online Shopping Experience During the Pandemic and After—A Turning Point for Sustainable Fashion Business Management? Journal of Theoretical and Applied Electronic Commerce Research , 19(4), 3632–3658. https://doi.org/10.3390/jtaer19040176
Deryl, M. Ds., Verma, S., & Srivastava, V. (2023). How does AI drive branding? Towards an integrated theoretical framework for AI-driven branding. International Journal of Information Management Data Insights, 3(2). https://doi.org/10.1016/j.jjimei.2023.100205
Dornelles, M. de O., Farias, C. V. S., & Flores, S. S. (2022a). What do women like? A quantitative study of the female behavior of sparkling wines consumers. Wine Economics and Policy, 11(2), 31–40. https://doi.org/10.36253/wep-10416
Duong, C. D., Tran, T. V. H., Nguyen, T. H., Ngo, T. V. N., & Vu, T. N. (2024). Blockchain-based food traceability system and pro-environmental consumption: A moderated mediation model of technology anxiety and trust in organic food product. Digital Business, 4(2). https://doi.org/10.1016/j.digbus.2024.100095
Duralia, O. (2024). The Impact of Digital Marketing on Consumer Behaviour. Studies in Business and Economics, 19(2), 96–109. https://doi.org/10.2478/sbe-2024-0027
Fachrurrozie, Muhsin, Nurkhin, A., Mukhibad, H., & Daud, N. M. (2023). Determinants of halal food purchase decisions for Go Food and Shopee Food users. Innovative Marketing, 19(1), 113–125. https://doi.org/10.21511/im.19(1).2023.10
FAÅ IANG, T., & GEŽÃK, P. (2024). Beyond Data: Strategically Leveraging Consumer Metrics and Market Signals of Business Prosperity in the Context of Marketing Communications. Communication Today, 15(1), 98–115. https://doi.org/10.34135/communicationtoday.2024.VOL.15.NO.1.7
Fatimah, F., Suroso, I., Irawan, B., & Suryaningsih, I. B. (2024a). The importance of retail behavior quality to maintain consumers’ loyalty: findings from Indonesian micro retail businesses. Innovative Marketing, 20(3), 288–300. https://doi.org/10.21511/im.20(3).2024.23
Federica, D. M., Barreiro-Hurle, J., Menapace, L., Liesbeth, C., François J., D., & Pavel, C. (2025). Much ado about nothing? An empirical analysis of consumer behaviour in the presence of ‘dual food quality.’ Food Policy, 131. https://doi.org/10.1016/j.foodpol.2025.102803
Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021a). Impact of the covid-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263–2281. https://doi.org/10.3390/jtaer16060125
Ho, C. I., Liu, Y., & Chen, M. C. (2022a). Antecedents and consequences of consumers’ attitudes toward live streaming shopping: an application of the stimulus–organism–response paradigm. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2145673
Hu, J., Sidek, S., Abd Rahman, A., & Raja Yusof, R. N. (2024a). “Navigating influence: Unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media.†Innovative Marketing, 20(2), 152–168. https://doi.org/10.21511/im.20(2).2024.13
Inoni, O. R., & Okorie, C. (2024a). Consumer ethnocentrism and the purchase decision of electrical wires and cables. Terra Economicus, 22(3), 75–95. https://doi.org/10.18522/2073-6606-2024-22-3-75-95
Jaravaza, D. C., Moyo, T., & Mukucha, P. (2024a). Luxury beauty products purchase behaviour of affluent consumers: the role of brand consciousness and brand distinctiveness in Zimbabwe. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2338304
Kanimozhi, G., & Sengottuvel, C. (2024). Customer Value and Sustainable Choice Behaviour in Social Commerce. ECONOMICS - Innovative and Economics Research Journal, 12(3), 75–94. https://doi.org/10.2478/eoik-2024-0021
Kraft, T., Valdés, L., & Zheng, Y. (2022). Consumer trust in social responsibility communications: The role of supply chain visibility. Production and Operations Management, 31(11), 4113–4130. https://doi.org/10.1111/poms.13808
Krippes, M., Najmaei, M., & Wach, K. (2024). the Impact of Sustainable Product Attributes on the Consumer Behaviour of Generation Z in Germany. Polish Journal of Management Studies, 29(2), 346–364. https://doi.org/10.17512/pjms.2024.29.2.18
KubÃÄková, L., Veselá, L., Kormaňáková, M., & Veverková, E. (2023). How Does Decoy Pricing Affect Purchasing Decisions? Studies in Business and Economics, 18(3), 176–197. https://doi.org/10.2478/sbe-2023-0053
Kursan Milaković, I. (2021). Purchase experience during the COVID-19 pandemic and social cognitive theory: The relevance of consumer vulnerability, resilience, and adaptability for purchase satisfaction and repurchase. International Journal of Consumer Studies, 45(6), 1425–1442. https://doi.org/10.1111/ijcs.12672
Kusumawati, R. D., Oswari, T., Yusnitasari, T., Mittal, S., & Kumar, V. (2021). Impact of marketing-mix, culture and experience as moderator to purchase intention and purchase decision for online music product in indonesia. International Journal of Business Innovation and Research, 25(4), 475–495. https://doi.org/10.1504/ijbir.2021.117089
Lee, J., & Hong, I. B. (2021a). The influence of situational constraints on consumers’ evaluation and use of online reviews: A heuristic-systematic model perspective. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1517–1536. https://doi.org/10.3390/jtaer16050085
Liang, W. K., Dahms, S., Corkindale, D. R., & Liddiatt, J. (2025). Reviving from the Pandemic: Harnessing the Power of Social Media Reviews in the Sustainable Tourism Management of Group Package Tours. Tourism and Hospitality, 6(1). https://doi.org/10.3390/tourhosp6010041
Lopes, J. M. M., Gomes, S., & Trancoso, T. (2024). Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns. Sustainability Accounting, Management and Policy Journal, 15(4), 861–883. https://doi.org/10.1108/SAMPJ-07-2023-0492
MacÃas Urrego, J. A., GarcÃa Pineda, V., & Montoya Restrepo, L. A. (2024a). The power of social media in the decision-making of current and future professionals: a crucial analysis in the digital era. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2421411
Matiukaite, K., Sciukauske, I., & Usas, A. (2024). the Impact of E-Wom Aspects on Consumer Purchase Intentions. Polish Journal of Management Studies, 30(2), 162–180. https://doi.org/10.17512/pjms.2024.30.2.10
Maulidah, S., Ekawati, A. D., Faizal, F., Nasikh, Sahro, H., & Shaleh, M. I. (2024a). the Effect of Sustainable Marketing Analysis on Purchasing Decisions With Buying Intention As a Mediation: Evidence From Zero Waste Shop in Indonesia. Business: Theory and Practice, 25(1), 278–285. https://doi.org/10.3846/btp.2024.19317
Mazurek, J., & Prey, R. (2025). Greening the telecommunications industry – Consumer preferences and surcharges for environmental attributes of mobile phone plans. Telecommunications Policy, 49(5). https://doi.org/10.1016/j.telpol.2025.102956
Minh, H. N., Hang, N. P. T., Quoc, T. N. K., Ngoc, O. N. T., Thuy, L. D. T., My, D. L. H., Kim, C. N. T., & Thanh, C. N. T. (2023). Determinants Influencing Consumer Behaviour of Apartment Purchasing in Ho Chi Minh City and Policy Implications. Journal of System and Management Sciences, 13(6), 667–686. https://doi.org/10.33168/JSMS.2023.0639
Mishra, M., Kushwaha, R., & Gupta, N. (2024a). Impact of sales promotion on consumer buying behavior in the apparel industry. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2310552
Mohr, S., & Kühl, R. (2021a). Exploring persuasion knowledge in food advertising: an empirical analysis. SN Business and Economics, 1(8), 1–27. https://doi.org/10.1007/s43546-021-00108-y
Mukhopadhyay, S., Vijayalakshmi, A., & Jain, S. P. (2023). Understanding consumers in-store behavior: The dual role of episode-specific motive adjustment and motive selection. Journal of Retailing, 99(3), 460–479. https://doi.org/10.1016/j.jretai.2023.08.004
Neves Pereira, M. H., Bezerra de Melo, F. L. N., Jerônimo Soares, A. M., Soares Ferreira, P. B., da Silva, M. P., & Morya, E. (2024a). Eye-Tracking As a Physiological Correlate of Consumer Behavior: a Systematic Literature Review. Revista Brasileira de Marketing, 23(1), 300–365. https://doi.org/10.5585/remark.v23i1.23271
Nosi, C., Zollo, L., Rialti, R., & Ciappei, C. (2022). Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance. Journal of Consumer Marketing, 39(5), 417–431. https://doi.org/10.1108/JCM-02-2021-4436
Noubar, H. B. K., Holagh, S. R., & Sadri, A. (2023). Identifying Factors Affecting Green Consumer Purchase Behavior on E-Commerce Websites. TalTech Journal of European Studies, 13(1), 40–62. https://doi.org/10.2478/bjes-2023-0003
Nwobodo, S., & Weissmann, M. A. (2024). Common traits in online shopping behavior: A study of different generational cohorts. Global Business and Organizational Excellence, 43(3), 46–60. https://doi.org/10.1002/joe.22236
Oancea, O. (2021). The implications of behavioural economics for pricing in a world of offer optimisation. Journal of Revenue and Pricing Management, 20(6), 626–633. https://doi.org/10.1057/s41272-021-00348-5
Obrecht, M., Yanglnlar, G., Klimecka Tatar, D., & Knez, M. (2024). Sustainable transportation perspective: how our preferences for zero-emission vehicles change through time? Production Engineering Archives, 30(2), 214–224. https://doi.org/10.30657/pea.2024.30.20
Palacios, P., Rosado, H., Tolentino, L., & Vicente-Ramos, W. (2022). Factors of Consumer Behavior in the Purchase Process of Peruvian Bodegas in the Context of Covid-19. Business: Theory and Practice, 23(2), 387–395. https://doi.org/10.3846/btp.2022.16351
Panda, D., Masani, S., & Dasgupta, T. (2022). Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India. Asia Pacific Management Review, 27(2), 145–153. https://doi.org/10.1016/j.apmrv.2021.06.004
Pooja, K., & Upadhyaya, P. (2024a). What makes an online review credible? A systematic review of the literature and future research directions. In Management Review Quarterly (Vol. 74, Issue 2). Springer International Publishing. https://doi.org/10.1007/s11301-022-
RodrÃguez, V. J. C., Antonovica, A., & MartÃn, D. L. S. (2023). Consumer neuroscience on branding and packaging: A review and future research agenda. International Journal of Consumer Studies, 47(6), 2790–2815. https://doi.org/10.1111/ijcs.12936
Sadvi, P., & Uma Reddy, R. (2022). Baseline Assessment of Adopted Village, Veldurthi (V), Jagtial (D). Economic Affairs (New Delhi), 67(2), 55–61. https://doi.org/10.46852/0424-2513.2.2022.10
Santanagopalan, S., & Krishnaraj, R. (2023a). Impact of Information Parameters of Online Auto Dealership Website Towards Consumer Purchase Intention. International Journal of Professional Business Review, 8(2), 1–7.
https://doi.org/10.26668/businessreview/2023.v8i2.1073
Sijabat, R. (2024a). Impact of the COVID-19 pandemic on sustainability knowledge and sustainable purchase decisions: the application of the theory of stimulus–organization–response. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2327134
Å piÄka, J., & Náglová, Z. (2022a). Consumer segmentation in the meat market – The case study of Czech Republic. Agricultural Economics (Czech Republic), 68(2), 68–77. https://doi.org/10.17221/334/2021-AGRICECON
Sudaryanto, S., Irawan, B., Hanim, A., Endhiarto, T., & Dewi, I. R. (2024a). the Low-Quality Influence of Purchasing: the Case of Fashion Stores in Indonesia. Proceedings on Engineering Sciences, 6(2), 577–586. https://doi.org/10.24874/PES06.02.014
Valdez-Juárez, L. E., Gallardo-Vázquez, D., & Ramos-Escobar, E. A. (2021). Online buyers and open innovation: Security, experience, and satisfaction. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 1–24. https://doi.org/10.3390/joitmc7010037
Vana, P., & Lambrecht, A. (2021). The effect of individual online reviews on purchase likelihood. Marketing Science, 40(4), 708–730. https://doi.org/10.1287/mksc.2020.1278
Weiß, T., & Pfeiffer, J. (2024). Consumer decisions in virtual commerce: Predict good help-timing based on cognitive load. Journal of Neuroscience, Psychology, and Economics, 17(2), 119–144. https://doi.org/10.1037/npe0000191
Wibowo, B. Y., Widodo, Wuryanti, Widiyanto, & Setyawan, N. A. (2024). The Sustainability of Lasem Batik in Terms of Green Marketing and Brand Quality. Quality - Access to Success, 25(198), 284–291. https://doi.org/10.47750/QAS/25.198.31
Wongthahan, P., Sae-Eaw, A., Wongsriworapon, A., Ngoenchai, P., Chandeewanta, S., & Hengboriboon, L. (2025a). Structural equation model of sensory preferences, acceptance, and purchase intentions of a novel food product and their relationship to emotional responses: the case of an instant congee product mixed with cricket protein powder. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2441476
Yahelska, K., & Vasylyshyna, L. (2024a). Development of Marketing Models for Attracting and Retaining Consumers in Digital Branding. Technology Audit and Production Reserves, 5(4(79)), 25–28. https://doi.org/10.15587/2706-5448.2024.314525
Zaman, S. I., & Kusi-Sarpong, S. (2024). Identifying and exploring the relationship among the critical success factors of sustainability toward consumer behavior. Journal of Modelling in Management, 19(2), 492–522.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rika Wulandari, Vevia Rosi, Zefriyenni
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
