Predictive Modeling of Purchase Intentions in Luxury Yacht Charter Market Using PLS-SEM

This study develops a predictive model for purchase intentions within the burgeoning luxury yacht charter market, addressing the increasing influence of digital engagement in high-value tourism. Leveraging data from 165 digitally active respondents in Indonesia, the research employs Structural Equation Modeling with Partial Least Squares (PLS-SEM) to delineate relationships among perceived quality, consumer value, social media marketing, and electronic Word-of-Mouth (e-WOM). Findings reveal that perceived yacht charter quality significantly influences social and functional value, which, alongside social media marketing, are robust predictors of e-WOM. Crucially, e-WOM is identified as a significant positive determinant of purchase intention. This predictive framework underscores the strategic importance of service excellence and digital communication channels for fostering consumer engagement and driving bookings in the luxury tourism sector.