The influence of Electronic Word of Mouth (E-WOM) and Influencer Marketing on Garuda Indonesia Airline Ticket Purchase Intention through Generation Z Behavior
Abstract
This study examines the influence of electronic word of mouth (E-WOM) and influencer marketing on purchase intention for Garuda Indonesia airline tickets, with Generation Z (Gen Z) behavior as an intervening variable. Using a quantitative explanatory approach, data were collected through online questionnaires from 160 Gen Z respondents and analyzed with SmartPLS 4. The results show that both E-WOM and influencer marketing significantly affect purchase intention directly. E-WOM does not significantly affect Gen Z behavior and therefore does not mediate purchase intention, while influencer marketing significantly affects Gen Z behavior and strengthens its indirect effect on purchase intention. These findings suggest that influencer marketing is more effective than E-WOM in shaping Gen Z purchasing decisions. Airlines are advised to prioritize influencer collaborations and create narratives relevant to the Gen Z segment, while consumer reviews can still serve as a supporting factor.
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DOI: https://doi.org/10.25292/atlr.v8i0.775
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