The Influence of Service Quality, Customer Satisfaction, and Social Media on Reuse Intention Through Electronic Word of Mouth (E-WOM) Among Passengers at Soekarno–Hatta International Airport

This study aims to analyze the influence of service quality, customer satisfaction, and social media on reuse intention through electronic word of mouth (e-WOM) among users of Soekarno–Hatta International Airport, Jakarta. This research adopts a quantitative approach, utilizing primary data collected through questionnaires distributed to 143 respondents, selected using probability sampling with a simple random sampling technique. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that service quality has a positive and significant effect on both reuse intention and e-WOM. Meanwhile, customer satisfaction does not have a significant direct effect on reuse intention, but it significantly influences e-WOM. Similarly, social media does not directly affect reuse intention, but it has a significant impact on e-WOM. Furthermore, e-WOM is found to have a positive and significant effect on reuse intention, and it serves as a mediating variable that strengthens the influence of service quality, customer satisfaction, and social media on reuse intention. These findings suggest that in the airport service context, e-WOM plays a critical role in shaping reuse intention, highlighting the importance of managing customer experience and digital communication strategies to enhance user loyalty.