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All Journal Indonesia Auditing Research Journal
Faisal Umardani Hasibuan
Universitas Islam Negeri Sumatera Utara, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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The role of tourist engagement in mediating the influence of digital storytelling and accessibility on tourists' visiting decisions to Aek Sijorni Nurdyanti Choirunnisa Pane; M Ikhsan Harahap; Faisal Umardani Hasibuan
Indonesia Auditing Research Journal Vol. 15 No. 2 (2026): June: Auditing, Finance, IT Plan, IT Governance, Risk
Publisher : Institute of Accounting Research and Novation (IARN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/arj.v15i2.714

Abstract

This study aims to analyze the influence of digital storytelling and accessibility on the decision to visit the Aek Sijorni tourist attraction, with visitor engagement as a mediating variable. The study used a quantitative approach using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. Data were obtained through questionnaires distributed to domestic tourists and potential visitors. The results indicate that digital storytelling does not have a direct, significant effect on the decision to visit, but has a positive and significant effect on tourist engagement. Accessibility has a positive and significant effect on both tourist engagement and the decision to visit. Tourist engagement also has a positive and significant effect on the decision to visit. The results of the mediation test indicate that tourist engagement partially mediates the relationship between accessibility and the decision to visit, and fully mediates the relationship between digital storytelling and the decision to visit. These findings emphasize the important role of tourist engagement in driving the decision to visit. The implications of this research suggest that destination managers need to improve accessibility and develop digital storytelling that can enhance tourist engagement to encourage increased visits.
The influence of brand authenticity and open communication on social media on brand trust and brand loyalty: a case study of UINSU students in the era of digital marketing Tia Nava Utari Tanjung; Imsar Imsar; Faisal Umardani Hasibuan
Indonesia Auditing Research Journal Vol. 15 No. 3 (2026): Auditing, Finance, IT Plan, IT Governance, Risk
Publisher : Institute of Accounting Research and Novation (IARN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/arj.v15i3.739

Abstract

This study aims to analyze the influence of brand authenticity and communication openness on social media on brand trust, as well as its implications for brand loyalty among students at the State Islamic University of North Sumatra (UINSU). The background of this study is based on the growing use of social media as a primary tool in digital marketing activities, which serves not only as a promotional medium but also as a space for interaction between brands and consumers. The research approach used was quantitative, with data collected through a questionnaire distributed to UINSU students who actively use social media. The data obtained were then analyzed using SPSS to test the relationships between variables. The results show that brand authenticity and open communication on social media have a positive and significant effect on brand trust. Furthermore, brand trust was found to have a positive and significant effect on brand loyalty. These findings indicate that honesty, brand consistency, and open and responsive communication are important factors in building consumer trust, which ultimately fosters brand loyalty
Co-Authors Imsar Imsar M Ikhsan Harahap Nurdyanti Choirunnisa Pane Tia Nava Utari Tanjung