Digitalizing Travel Decisions: Buy Now Pay Later and Social Media Power Among OTA Users (Respondent data result)

In the digital age, various factors influence purchase decisions. This study examines the impact of social media marketing, the adoption of the Buy Now Pay Later (BNPL) system, and brand image on online travel agencies' (OTAs) consumer purchase decisions. The research aims to develop a model that investigates how these variables affect customer purchase decisions in OTAs that implement BNPL and engage in social media marketing. This study employs a quantitative research design, collecting data through an online survey distributed to 409 OTA users in Indonesia who have previously used the Pay Later system. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS (v.4.0.9.5) software. The results indicate that one hypothesis was not supported, while five hypotheses were confirmed, including all moderation effect hypotheses. OTA brands in Indonesia are advised to consider implementing their social media marketing to focus on developing social media to build brand image and adopt innovations such as BNPL and not to develop social media to influence purchase decisions directly. The study also provides implications for government bodies in tourism-driven countries like Indonesia, helping them design effective strategies. The findings contribute to both academia and industry, particularly tourism-related businesses. Furthermore, this research highlights its limitations and offers recommendations for future studies.