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

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.