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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) Jurnal Pseudocode Jurnal Teknologi Informasi dan Ilmu Komputer Jurnal Informatika dan Teknik Elektro Terapan Jurnal Ilmiah Ekonomi Islam Tadbir Muwahhid NISBAH: JURNAL PERBANKAN SYARIAH Journal of Appropriate Technology for Community Services ALMUJTAMAE: Jurnal Pengabdian Masyarakat Electrician : Jurnal Rekayasa dan Teknologi Elektro Riwayat: Educational Journal of History and Humanities IIJSE
Muhamad Komarudin
Program Studi Pengelolaan Sumber Daya Alam dan Lingkungan, Sekolah Pascasarjana Institut Pertanian Bogor
Religion Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Other

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Journal : Riwayat: Educational Journal of History and Humanities

 1 
E-WOM dan Influencer Endorsement: Pengaruhnya terhadap Minat Beli Produk Travel Umrah dimediasi oleh Brand trust (Studi pada Niat Umroh Tour & Travel Bogor) Komarudin, Muhamad; Kumala, Destiana; El Hasan, Sawqi Saad
Riwayat: Educational Journal of History and Humanities Vol 8, No 3 (2025): July, Social Studies, Educational Research and Humanities Research.
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i3.46926

Abstract

In the competitive landscape of digital-era religious tourism, this study explores the influence of Electronic Word of Mouth (E-WOM) and influencer endorsement on purchase intention for Umrah travel services, with brand trust as a mediating variable. Using a quantitative, causality-based research design and SmartPLS 4 for data analysis, this study collected responses from 123 consumers of Niat Umroh Tour Travel. The results revealed that EWOM significantly impacts both brand trust and purchase intention, emphasizing the power of authentic consumer reviews in decision-making. Conversely, influencer endorsement positively affects brand trust but lacks a direct or mediated influence on purchase intention. Furthermore, brand trust was found to partially mediate the relationship between E-WOM and purchase intention, albeit not significantly. These findings highlight that consumer-generated content plays a more dominant role than influencer promotion in building trust and encouraging purchases in the context of religious travel. The study provides theoretical insights into the application of the S-O-R model and offers practical implications for optimizing digital marketing strategies through trusted consumer engagement.
Co-Authors Andri Brawijaya arina rubyasih, arina Cahyana, Amanda Hasna Eko Resti, Stefani Nawati EKORESTI, Stefani Nawati El Hasan, Sawqi Saad Enang Rusyana Fajrul Falah, Royyan Harahap, Mochammad Mogi Ibrahim Hery Dian Septama Khoirani, Khoirani Kumala, Destiana Michel, Michel Muhammad Irsyad Mulyani, Yessi Pangestu, Rizki Pratomo, M. Rasyid Guntur Pratomo, Muhammad Rasyid Guntur Puput Budi Wintoro, Puput Budi Rachmawati , Dian Nur Ratna Sulistiyanti, Sri Rian Kurniawan Sianipar, Yos Marison Sophian, Ali Sri Purwiyanti Suharso Suharso Suhartono Tati Rajati Titin Yulianti Utami, Elika Dwi Wahyu Eko Sulistiono Wicaksono, Muhamad Aby Wildan Munawar Yosi Mardoni Zulfahmi