Abstract:Purpose - study aims to analyze the role of trust and gender on the indirect effect of social media and EWOM on millennials' loyalty to OTA.Design/Methodology/Approach - The research method used was a survey with the google form as its research instrument - a total sample of 465 millennials selected through the purposive sampling technique. The collected data were then analyzed using the macro process for SPSS model 14.Findings-results show a direct effect of social media, EWOM, and trust on millennials' loyal… Show more
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