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All Journal Komunikator Journal of Islamic Pharmacy Jurnal DIDIKA: Wahana Ilmiah Pendidikan Dasar ARISTO JURNAL MEDIA INFORMATIKA BUDIDARMA Wahana : Tridarma Perguruan Tinggi MATRIK : Jurnal Manajemen, Teknik Informatika, dan Rekayasa Komputer PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Indonesian Physical Review Building of Informatics, Technology and Science Jurnal Abdi Insani Jurnal Pengabdian kepada Masyarakat Nusantara AKMENIKA Jurnal Kesehatan Tambusai JOLLT Journal of Languages and Language Teaching Bima Abdi: Jurnal Pengabdian Masyarakat Bulletin of Information Technology (BIT) Elementar : Jurnal Pendidikan Dasar Jurnal Informatika Teknologi dan Sains (Jinteks) Technologica Co-Creation : Jurnal Ilmiah Ekonomi Manajemen Akuntansi dan Bisnis Langgas: Jurnal Studi Pembangunan Hexagon RISTEC : Research in Information Systems and Technology Jurnal Pengabdian Masyarakat Bangsa Journal of Pharmaceutical and Sciences. Jurnal Pengabdian Rekayasa Sistem ALTRON VISA: Journal of Vision and Ideas Journal of Innovative and Creativity MARAS : Jurnal Penelitian Multidisplin Indonesian Journal of Material Research Tashwir: Jurnal Penelitian Agama dan Budaya Nomos : Jurnal Penelitian Ilmu Hukum Jurnal Abdimas Multidisiplin Journal of Health Education Law Information and Humanities Al-Katib Arunika: Jurnal Pengabdian Masyarakat
Hidayatullah, Muhammad
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Journal : Komunikator

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An Experimental Study of OTT–Influencer Effects and Cultural Moderation for Indonesia’s Culinary Nation Branding Hidayatullah, Muhammad; Awaluddin, Muhammad; Firdaus, Acmad; Suherman, Ansar
Komunikator Vol. 17 No. 2 (2025)
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jkm.v17i2.28483

Abstract

This study compares OTT and influencer advertising across Malaysia and Russia and examines how cultural proximity shapes destination-marketing outcomes. A 2×2 between-subjects experiment (OTT vs. influencer × Malaysia vs. Russia) was conducted with online adult participants. The results show a significant main media effect on visit and purchase intention, as well as a Media × Culture interaction: influencer advertising performs better in Malaysia, whereas OTT performs better in Russia. Cultural proximity is positively associated with ad attitude, intention, and destination brand equity, and it also amplifies media effects. Practically, in markets similar to Malaysia, organizations should prioritize influencer-led strategies featuring culturally resonant creators. In markets similar to Russia, they should anchor reach and frequency through OTT, complemented by curated influencer activations. Overall, the findings clarify an operational bridge between nation-branding objectives, straightforward reach–frequency planning, and cultural proximity.
Co-Authors A. Rahman Abdul Karim Abdurahman Abdurrahman Adlillah, Rihan Adrianus Inu Natalisanto Agus Muljanto, Muhammad Ahmad Ahmad Hasibuan, Thohar Ahmad Jaya Ahmad Zarkasi Aisyah, Della Aldes Lesbani Alhamda Rahman, Ghathfaan Ali Topan, Paris Amirin Kusmiran Ananda, Rizki Qori Andina , Lisa Andriani, Titi Anjani, Devita Ragil Ansar Suherman, Ansar Anugrah, Rifki Apriana Apriana Ardila, Bella Ariendika, Rama Ariyanto, Nova Aryanto, Nova Aslamiah Aslamiah Astiati , Rini Astuti, Karunita Ika Aswasulasikin As’ad Najib, Muhammad Aulia, Masyitah Aulia, Nindi Azzahra, Nur Sifa Azzahra B, Ihsan Bobbi Kurniawan Nasution, Muhammad Darmawan , Indra Darmawan, Indra Deni Achmad Diani Ayu Pratiwi Diansari, Rani Eka Dimas Utomo Djatnika, Riki Dona Arsinta Eka Deviani Etiana, Eka Fahmi Syuhada Falani, Achmad Zakki Fardinah, Fardinah Farhan Fathonah, Sharida Ratri Fauzia Dwi Kayanti Fernando Saputra Filanti, Wa Ode Safnano Firdaus, Acmad Giatma Dwijuna Ahadi Gunawan Gunawan Gunawan Hananda Putra, Muhammad Fauzan Hapsari, Resta Rania Hayati, Hikmah Hijrah, Muh. Husni Husni Ibrahim, Doni Septu Marsa Iga Mawarni Jaelani, Irsan Jaya , Ahmad Jaya, Ahmad Juniardi Akhir Putra Karisma, Yana Kartini Kartini Khairil Khairun Nisa Kholis Nurhanafi Kurniawan Nasution, Muhammad Bobbi Kusmanto Kusmanto Liaten Marini, Fika Maulida, Rahmi Maulidyawati , Desi Maya Shafira Mayapada, Retno Meiana, Indah Meidiantama, Refi Misin, Misin Muhammad Awaluddin, Muhammad Muhammad Faisal Mahdie Nadila Cantika Ramdani Nathaniela, Amanda Noor Mirad Sari Noviadi, Aditya Nugraha, Joko Tri Nugraha Nugroho, Setyadi Nuraidha, Amalia C Nuraviat, Sitti Pebrian, Reza Presda, Ignasius Putri Indah Sayakti Rahayu, Putri Indi Rahmi Muthia Raihan, Muhammad Rais, Qulyubi Mahsan Nasukha Ramadhan, Rahmad Rani, Syahrul Rifandi, Muhammad Rifqi, Raoul Rina Rina Risfidian Mohadi Rivada, Feby Suci Amanda Rukayah Saranty, Saranty Shalsabila Miracle, Annisaa Shinta Esabella Sofya, Nora Dery Sri Mulyani Suhardin Sultan Wachid , Muhammad Suryadi, Sudi Susi Rose Ardian, Anggeli Susilawati, Tri Syariful Alam Syawaliyah, Syawaliyah Topan, Paris Ali Ulfah, Syarifatul Umar Umar Violet, Violet Wahyudin Wahyudin Wathan, Arizalul* Wibiyan, Sahrul Windiarti Dwi Purnaningrum Yuliadi Yuliadi Yuniar, Tya Zahira, Salsabila Zainudin Hassan