<![CDATA[In the increasingly fierce competition of the Online Travel Agency (OTA) industry, maintaining customer loyalty is a major challenge for companies. Traveloka, as one of the major players, needs to understand the factors that influence user loyalty to remain competitive. This study aims to analyse the effect of Green Brand Image, Customer Relationship Management (CRM), and Electronic Word of Mouth (E-WOM) on Customer Loyalty among Traveloka users in Indonesia. A quantitative approach was used by collecting data through online questionnaires from 120 respondents selected using purposive sampling technique. Analysis was carried out using multiple linear regression methods. The results showed that CRM has a positive significant effect on Customer Loyalty, indicating that strategies such as responsive customer service, use of data-driven technology, and personalisation of promotions effectively build trust and long-term relationships with customers. In contrast, Green Brand Image and E-WOM do not have a significant effect on Customer Loyalty. This indicates the need to optimise the application of sustainability values and digital communication to strengthen their impact on customer loyalty. This research provides a theoretical contribution by enriching the literature related to the determinants of customer loyalty in the Online Travel Agency (OTA) industry. Practically, this research suggests Traveloka to continue to strengthen its CRM strategy and re-evaluate the implementation of Green Brand Image and E-WOM to be more relevant to consumer needs. Thus, the company can maintain its position as a market leader in the OTA industry amid increasingly fierce competition.]]>
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