Naufal Zaki Akbar Primary Author Vebyola Hendry Putri Additional Author Sandriana Marina Additional Author Esti Liana Primary Author

This study aims at analyzing the effect of electronic word of mouth (EWOM) and electronic service quality (E-SQ) on purchase intention. The research method employed was a survey to 185 passengers of Citilink Indonesia airlines with random sampling technique. SEM-PLS (Structural Equation Model - Partial Least Square) analysis technique was employed for data processing. The results showed there was a positive and significant effect of E-WOM and E-SQ on purchase intention partially. E-SQ has a dominant effect on purchase intention compared to E-WOM.