The Influence of e-WOM and Brand Image on Hotel Booking Intention in Jakarta: A Study of Generation Z

Hotel Management Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: lina003@binus.ac.id

Abstract

The era of digitization has made every daily activity involve some form of digital media or online interaction. The number of individuals using the Internet in Indonesia is expected to continue rising alongside the increase in population. As a result, information is now widely available without cost or restriction. This study examines the influence of electronic word of mouth (e-WOM) and company brand image on hotel booking intention in Jakarta. Using Generation Z is the focus of the study because the use of technology and the internet has become a trend for them before making a purchase decision. We collect data in the Jakarta area, expecting the Generation Z we examine to have already made online hotel reservations. Online surveys were distributed using Google Forms to collect the data needed for the analysis. A total of 211 people participated in this survey. In this study, descriptive analysis was conducted using the Smart PLS software. The findings indicated that the e-WOM variable positively and significantly affected hotel booking intentions in Jakarta. Brand image positively and significantly impacts hotel booking intentions in Jakarta. Then, e-WOM positively and significantly influences the brand image.