<![CDATA[Purpose – This study aims to examine 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. Design/methodology/approach – This study employs a quantitative research design using data collected through online questionnaires. The sample consists of 120 respondents selected using a purposive sampling technique. Data were analyzed using multiple linear regression to examine the relationships between green brand image, CRM, e-WOM, and customer loyalty. Findings – The results indicate that CRM has a positive and significant effect on customer loyalty, suggesting that responsive customer service, data-driven strategies, and personalized promotions effectively enhance customer trust and long-term relationships. In contrast, green brand image and e-WOM do not have a significant effect on customer loyalty. These findings imply that operational and relational management strategies are more influential than sustainability image and online reviews in driving loyalty in this context. Originality/value – This study offers originality by simultaneously examining Green Brand Image, CRM, and E-WOM as predictors of customer loyalty within the OTA industry, a combination rarely explored in previous research. The findings provide practical value by revealing that CRM is the most influential factor, offering clear strategic direction for Traveloka in refining its loyalty-focused initiatives.]]>
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