Perceived Digital Media Technology and Electronic Word of Mouth: Does Customer Satisfaction Matter?

Technological developments in the travel business offer various conveniences for consumers to order travel tickets online via the company's website as a digital platform. However, negative comments resulting from unsatisfactory service from online travel agents can reduce satisfaction levels, resulting in a reluctance to promote travel agents. Therefore, this research aims to determine the influence of perceived digital media technology and electronic word of mouth (e-wom) on satisfaction and willingness to promote online travel services. In addition, it explains the influence of satisfaction on the willingness to promote online travel services. The population in this study were consumers who had purchased tickets online at travel agents in Greater Jakarta, with a sample size of 150 customers. The sampling technique is purposive sampling. This study uses non-parametric statistics with the component-based Partial Least Square method (PLS-SEM). The research results have proven that perceived digital media technology and e-wom each positively and significantly affect satisfaction and willingness to promote the service. Customer satisfaction also influences willingness to promote the online travel agent service. Finally, this research contributes to online travel agents evaluating feedback policies so that they become a strength to compete in the travel agent industry.