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THE EFFECT OF ELECTRONIC WORD OF MOUTH AND ELECTRONIC SERVICE QUALITY ON PURCHASE INTENTION OF TICKET CITILINK INDONESIA AIRLINES
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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.
Naufal Zaki Akbar - Personal Name
Esti Liana - Personal Name
Vebyola Hendry Putri - Personal Name
Sandriana Marina - Personal Name
Esti Liana - Personal Name
Vebyola Hendry Putri - Personal Name
Sandriana Marina - Personal Name
2622-5778
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