Pengaruh E-Word of Mouth, User Experience, dan Social Media Marketing terhadap Keputusan Pembelian pada Generasi Z Pengguna Traveloka di Kecamatan Medan Baru

Abstract

Along with the development of the tourism industry lately, Online Travel Agent market competition will also be increasingly fierce. To increase long-term profitability, customer perspectives on E-Word of Mouth, User Experience, and Social Media Marketing must also be considered by Online Travel Agents as part of the determinants of increasing Consumer Online Purchasing Decisions. This study aims to determine and analyze the effect of E-Word of Mouth, User Experience, and Social Media Marketing on Online Purchasing Decisions of Generation Z Traveloka Users in Medan Baru District. This research is associative research with quantitative data type. The population in this study were Generation Z Traveloka users in Kecamatan Medan Baru. The number of samples in this study were 110 people with sampling techniques using purposive sampling with the criteria of having transacted at Traveloka. The data analysis technique used is multiple linear regression analysis using the SPSS program. The results of this study indicate that E-Word of Mouth, User Experience, and Social Media Marketing simultaneously have a significant effect on Online Purchasing Decisions of Generation Z Traveloka Users in Kecamatan Medan Baru. Based on the results of the analysis, it was also found that E-Word of Mouth, User Experience, and Social Media Marketing partially have a positive and significant effect on Online Purchasing Decisions of Generation Z Traveloka Users in Kecamatan Medan Baru.