The Influence of Local Friendliness, Perceived Risk, and Travel Motivation on Electronic Word-of-Mouth Mediated by Digital Marketing in North Sumatera

DOI

10.2991/978-94-6463-960-5_17How to use a DOI?

Keywords

Local Friendliness; Electronic Word-Of-Mouth; Digital Marketing; North Sumatra

Abstract

The role of media and marketing is certainly crucial in running a business. Therefore, it is crucial to examine the influence of local friendliness on electronic word-of-mouth (eWOM) mediated by digital marketing in North Sumatra. Digital marketing serves as the dependent mediator, while local friendliness serves as the independent variable, and electronic word-of-mouth serves as the intervening variable. This research employed quantitative methods, supported by in-depth literature data. All data from the variables were processed using structural equation modeling with a partial least squares approach in SmartPLS software. The population in this study was people who use online transactions in North Sumatra. The sample size was 168 respondents. Based on the analysis and comparison, it was concluded that local friendliness influences electronic word-of-mouth in North Sumatra. Likewise, digital marketing influences electronic word-of-mouth in North Sumatra. Furthermore, local friendliness also influences digital marketing in North Sumatra. The indirect variable found a significant influence of local friendliness on electronic word-of-mouth (eWOM) mediated by digital marketing in North Sumatra.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Renny Lubis
AU  - Syaifuddin Syaifuddin
AU  - Yusuf Ronny Edward
PY  - 2025
DA  - 2025/12/31
TI  - The Influence of Local Friendliness, Perceived Risk, and Travel Motivation on Electronic Word-of-Mouth Mediated by Digital Marketing in North Sumatera
BT  - Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)
PB  - Atlantis Press
SP  - 216
EP  - 227
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-960-5_17
DO  - 10.2991/978-94-6463-960-5_17
ID  - Lubis2025
ER  -