Implementation of Trust, Electronic Word of Mouth and Social Proof on Purchasing Decisions Systematic Literature Review

The development of digital technology and the increase in online shopping activities have driven changes in consumer behavior, particularly in the purchase decision-making process. This study aims to systematically examine how trust, electronic word of mouth (e-WOM), and social proof are implemented and contribute to consumer purchasing decisions. Through a systematic literature review method, this article analyzes a number of relevant and current scientific literatures to identify patterns, relationships, and important findings of the three variables. The results show that trust is the main basis in creating consumer confidence in online transactions, e-WOM acts as a trusted source of information because it comes from fellow users, while social proof provides indirect social influence through indicators of popularity and social validation. These three variables significantly influence consumer purchase intention and behavior in the digital era.