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October 11, 2025TRJ Tourism Research JournalOpen Access

The Influence of Influencer Marketing and Electronic Word of Mouth on Visiting Interest of Generation Z: A Case Study of Holywings Bar Jakarta

Santi Maudiarti Vienna Artina Sembiring

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Key Points

Influencer marketing contributes 38% to visiting interest among Generation Z.
e-WOM influences visiting interest with a contribution of 32.9%, highlighting its importance.
The study analyzed data from 100 respondents using multiple linear regression techniques.
Findings suggest that digital marketing strategies are crucial for capturing younger consumers' interests.

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Implication

Quantitative analysis reveals influencer marketing and e-WOM significantly drive visiting interest in Generation Z at a popular urban bar.

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Cite This Study

Maudiarti et al. (2025) studied this question.

synapsesocial.com/papers/68ed3352c8c3d6f5ff5dd8b8 https://doi.org/10.30647/trj.v9i2.285

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Keep reading

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