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p-Index From 2021 - 2026
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All Journal Global Review of Tourism and Social Sciences
Kurniawaty
Sekolah Tinggi Ilmu Ekonomi Amkop Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Sustainable Transformation of Muslimah Fashion Businesses in Indonesia Kurniawaty; Muh Said; Syahruddin; Sitti Mujahida Baharuddin
Global Review of Tourism and Social Sciences Vol. 2 No. 2 (2026): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v2i2.467

Abstract

This study examines how consumer sustainability expectations influence green marketing practices and how these practicesstimulate sustainable business model innovation in Muslimah fashion businesses in Indonesia. Using data from 212 owners and senior managers, analysed through Partial Least Squares Structural Equation Modeling, the findings show that sustainability-aware consumers strongly motivate firms to adopt credible green marketing strategies. These strategies then serve as a major driver of sustainability-oriented business model innovation. The results also demonstrate that sustainable business model innovationsignificantly enhances environmental performance, operational resilience, and brand credibility. The study contributes to sustainable fashion scholarship by integrating consumer expectations, marketing practices, and organisational transformation in a culturally specific context where ethical and religious values shape business behaviour. Practical implications highlight the importance of aligning sustainability communication with genuine operational changes to achieve strategic and performance benefits.
The Pathway from Integrated Marketing Communication to Brand Preference Gunawan; Kurniawaty; Abdul Latief; Sitti Mujahida Baharuddin
Global Review of Tourism and Social Sciences Vol. 2 No. 2 (2026): Global Review of Tourism and Social Sciences
Publisher : Yayasan Ghalih Pelopor Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/grtss.v2i2.468

Abstract

This study investigates how Integrated Marketing Communication shapes brand preference through the mediating roles of Brand Awareness and Brand Image within the ceiling and interior materials industry in Indonesia. Using survey data from 345 consumers and analysed through Partial Least Squares Structural Equation Modeling, the study demonstrates that Integrated Marketing Communication has significant positive effects on awareness, image, and preference. Brand Awareness and Brand Image also emerge as strong predictors of brand preference, indicating that both familiarity and favourable associations are central to consumer decision making. The results further reveal a sequential mediation pathway in which Integrated Marketing Communication enhances awareness, awareness strengthens image, and image ultimately drives preference. These findings contribute to a deeper understanding of the cognitive and evaluative processes linking communication strategy to consumer choice. The study offers practical insights for firms seeking to build brand equity in competitive markets.
Co-Authors Abdul Latief Gunawan Muh Said Sitti Mujahida Baharuddin Syahruddin