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All Journal International Journal of Applied Finance and Business Studies Journal Of Human And Education (JAHE)
Kabul Trifiyanto
Universitas Putra Bangsa, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Enhance marketing performance trough heritage, sincerity and quality commitment Feby Evelyna; Kabul Trifiyanto
International Journal of Applied Finance and Business Studies Vol. 13 No. 1 (2025): June: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i1.341

Abstract

This study investigates the influence of brand authenticity dimensions on marketing performance in Central Java's batik industry. Despite UNESCO's recognition of batik as an Intangible Cultural Heritage and its strong export growth, batik entrepreneurs face challenges in developing effective marketing strategies amid increasing competition. Using a quantitative approach, we examined how three dimensions of brand authenticity—heritage, sincerity, and quality commitment—impact the marketing performance of batik enterprises. Data were collected from batik entrepreneurs in Central Java using a five-point Likert scale questionnaire and analyzed through SEM-PLS. Results revealed that the sincerity dimension significantly influences marketing performance, while heritage and quality commitment showed positive but non-significant relationships. These findings suggest that while all dimensions contribute to marketing performance, transparency, honesty, and genuine adherence to traditional values are particularly crucial for batik enterprises. The non-significant impact of heritage may indicate that cultural connections have become a baseline expectation rather than a differentiating factor in this industry. Similarly, quality commitment appears to function more as a necessary condition than a performance driver. This research contributes to brand authenticity theory by highlighting dimension-specific impacts in indigenous product contexts and offers practical guidance for batik entrepreneurs seeking to leverage authenticity for competitive advantage in markets increasingly favoring authentic, unique, and sustainable products.
Green Marketing and Eco-Labeling Strategies As An Effort to Build Brand Image And Tourist Loyalty In Eco-Tourism In Indonesia Septa Intiar; Kabul Trifiyanto; Feby Evelyna; Camelia Safitri; Tono Mahmudin
Journal Of Human And Education (JAHE) Vol. 6 No. 4 (2026): Journal of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v6i4.2858

Abstract

Eco-tourism in Indonesia faces critical challenges regarding environmental degradation, greenwashing, and shifting consumer preferences toward sustainable practices. This study examines the strategic role of green marketing mix and eco-labeling strategies in bolstering brand image and fostering tourist loyalty across key eco-tourism destinations in Indonesia. Grounded in the Stimulus-Organism-Response (SOR) framework and the Theory of Planned Structural Behavior (TPB), this empirical investigation utilizes a quantitative equation modeling (SEM-PLS) approach. Data were collected from 385 domestic and international eco-tourists visiting certified eco-tourism sites in Indonesia. The empirical findings reveal that green marketing strategies and eco-labeling significantly enhance the destination's brand image, which subsequently acts as a strong mediating mechanism in driving long-term tourist loyalty and repeat visitation. Furthermore, eco-labeling serves as a crucial signal of trust that mitigates perceived environmental risks and greenwashing skepticism among eco-conscious travelers. The theoretical contribution of this research extends the application of green branding literature to emerging market eco-tourism contexts, while the managerial implications provide actionable frameworks for eco-tourism operators, local communities, and policymakers in designing authentic, certified green experiences that balance ecological preservation with financial viability
Co-Authors Camelia Safitri Feby Evelyna Mahmudin, Tono Septa Intiar