Optimizing Digital Strategies in The Domestic Tourism Industry: The Influence of Social Media Marketing and E-WOM on Repurchase Intention for Open Trip Travel Packages
This study explores the impact of Electronic Word of Mouth and Social Media Marketing on repurchase intention within the context of Open Trip tourism packages in Indonesia. Employing a quantitative research design and Structural Equation Modeling, data were collected from 357 Indonesian social media users who had previously participated in Open Trip travel experiences. The analysis incorporates three mediating variables, namely Consumer Brand Engagement, Brand Image, and Trust, to examine how digital marketing influences consumer loyalty in the tourism sector. Confirmatory Factor Analysis confirmed the validity and reliability of all constructs, and the structural model demonstrated excellent fit with values such as RMSEA of 0.006 and CFI of 0.999. The results show that Electronic Word of Mouth positively influences both Consumer Brand Engagement and Brand Image, while Social Media Marketing significantly affects Brand Image and Trust. All three mediators were found to significantly enhance repurchase intention. The model accounts for 34.9 percent of the variance in repurchase behavior. These findings emphasize the importance of credible communication and emotionally resonant digital engagement in strengthening consumer commitment. This research contributes to the theoretical understanding of digital consumer behavior and offers strategic guidance for tourism marketers seeking to build long-term customer retention.
Keywords: Electronic Word of Mouth (EWOM), Social Media Marketing, Repurchase Intention, Brand Image, Consumer Brand Engagement, Trust, Open Trip
