THE INFLUENCE OF E-WOM, ONLINE COMMUNITIES, AND ONLINE ADVERTISING ON BRAND LOYALTY AND PURCHASE INTENTION OF GENERATION Y IN TRAVELOKA - Dalam bentuk buku karya ilmiah
MUHAMMAD KEVIN ANDIKA
Informasi Umum
Kode
25.04.6138
Klasifikasi
621.380.413 - Digital Communication
Jenis
Karya Ilmiah - Skripsi (S1) - Reference
Subjek
Digital Marketing
Dilihat
19 kali
Informasi Lainnya
Abstraksi
Social media plays a vital role in digital marketing, especially in the tourism industry. Traveloka, a leading online travel platform in Indonesia, effectively uses social media to engage with Generation Y, who are highly active online. This study investigates how Electronic Word of Mouth (E-WOM), online communities, and online advertising influence brand loyalty and purchase intention among Gen Y Traveloka users. Using a quantitative survey method, data was gathered from 385 Gen Y respondents who actively use social media and Traveloka services. Analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLSSEM) with SmartPLS 4.0. The results show that E-WOM, online communities, and online advertising significantly and positively affect both brand loyalty and purchase intention. These findings provide valuable insights for marketers in developing more effective digital strategies and contribute to academic understanding of consumer behavior in the context of digital tourism.
- EBI2H4 - MANAJEMEN PEMASARAN
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
Anda harus log in untuk mengakses flippingbook
Pengarang
| Nama | MUHAMMAD KEVIN ANDIKA |
| Jenis | Perorangan |
| Penyunting | Maria Apsari Sugiat |
| Penerjemah |
Penerbit
| Nama | Universitas Telkom, S1 Manajemen (Manajemen Bisnis Telekomunikasi & Informatika) |
| Kota | Bandung |
| Tahun | 2025 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
