Naufal Zaki Akbar, Vebyola Hendry Putri, Sandriana Marina, Esti Liana


This study aims at analyzing the effect of electronic word of mouth (E-WOM) 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.


Electronic Word of Mouth, Electronic Service Quality, Purchase Intention

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