THE IMPACT OF ONLINE CUSTOMER REVIEWS ON BRAND REPUTATION
DOI:
https://doi.org/10.58268/eb.v5i1.276Kata Kunci:
review online customer, e wom, brand reputasi, brand trust, kredibilitas review, online customer reviews; electronic word of mouth; brand reputation; brand trust; review credibilityAbstrak
Artikel ini mengkaji bagaimana ulasan pelanggan online membentuk reputasi merek di pasar digital. Melalui Systematic Literature Review yang mengikuti pedoman PRISMA 2020, penelitian ini mensintesis publikasi ilmiah bereputasi tahun 2015-2025 yang dihimpun dari Scopus, Web of Science, ScienceDirect, dan Google Scholar. Hasil kajian menunjukkan bahwa reputasi merek paling konsisten dipengaruhi oleh valensi ulasan, volume ulasan, kredibilitas, autentisitas, helpfulness, keahlian pengulas, respons manajerial, dan tata kelola platform. Ulasan yang positif, rinci, dan terpercaya memperkuat persepsi kualitas, kepercayaan, dan legitimasi, sedangkan ulasan negatif, mencurigakan, atau tidak konsisten dapat merusak reputasi merek dengan cepat. Temuan juga memperlihatkan bahwa respons manajerial yang cepat dan bertanggung jawab dapat mengurangi kerusakan reputasi. Secara keseluruhan, ulasan online merupakan mekanisme reputasional utama yang harus dikelola secara strategis oleh perusahaan
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Hak Cipta (c) 2026 Axrorov Saidmunirxon, Chairul Furqon , Inomjon Qudratov
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