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

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