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All Journal Jurnal Manajemen Dan Kewirausahaan Jurnal Aplikasi Dan Inovasi Ipteks SOLIDITAS Jurnal SUBLIMAPSI International Journal of Engagement and Empowerment (IJE2) Anoa : Jurnal Pengabdian Masyarakat Sosial, Politik, Budaya, Hukum. Ekonomi International Journal of Management Science and Information Technology (IJMSIT) Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Journal of Business Management and Economic Development AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Sinarwaty Sunarjo
Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Halu Oleo
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal of Business Management and Economic Development

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Sensory, Behavioral, And Affective Effects on Engagement and Destination Brand Love: A Platform Study Conny, Conny; Zaid, Sudirman; Sinarwaty, Sinarwaty; Yusuf, Yusuf; Nur, Nofal
Journal of Business Management and Economic Development Том 4 № 01 (2026): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v4i01.2369

Abstract

This study aims to analyze the influence of sensory, behavioral, and affective factors on digital engagement and its implications for destination brand love on the digital platform of Wakatobi tourist destinations. In addition, this study also examines the role of digital engagement as a mediating variable in the relationship between sensory, behavioral, and affective to destination brand love. The approach used is quantitative with Structural Equation Modeling analysis techniques based on Partial Least Squares (SEM-PLS). The data was collected through a questionnaire with a five-point Likert scale that was distributed to 160 respondents who were tourists who had accessed Wonderful Wakatobi's Instagram and the Wakatobi Tourism website at least three times. The analysis was carried out through the evaluation of the outer model and the inner model to test the validity, reliability, and significance of the relationship between variables. The results of the study show that sensory, behavioral, and affective have a positive and significant effect on digital engagement, and digital engagement has a significant effect on destination brand love. In addition, digital engagement has been proven to be able to mediate the relationship between sensory, behavioral, and affective to destination brand love. These findings indicate that travelers' sensory experiences, interactive behaviors, and emotional engagement in digital platforms play an important role in increasing digital engagement, ultimately reinforcing a love for destination brands. This research provides theoretical contributions in the development of digital-based destination marketing literature as well as practical implications for destination managers in designing digital content strategies that are more interactive, emotional, and multisensory to increase destination brand love.
Co-Authors Abd. Razak Yusuf Adhitya Al Qadri Adnan Hakim Alida Palilati Alidin, La Ode Asfahyadin Amstrong, Valentinus Annisa Maulidya Akib Ansir Ansir Ansir Ansir Arisanti, Yeyen Awasinombu, Aidin Hudani Balaka, Muh. Yani Conny, Conny Dedy Takdir Syaifuddin Dessy Firiyani Wulandari Dzakirah, Farah Endro Sukotjo Endro Sukotjo Endro Sukotjo Fatricia Fatricia Fitriani Fitriani Hartini Hartini Hasanuddin Bua Hasmanah, Rina Hastuti Hastuti Hayat Yusuf Husin - Husin Husin, Husin Isalman, Isalman Juhardin A Juharsah, Juharsah La Hatani La Ode Bahana Adam La Ode Ibrahim La Ode Man Sabdar Laode Supardin Lilis Aryani Utami Madi, Riski Amalia Marleni Suria Ningsih Marlina Marlina Moh. Amin Muhammad Aswin Mukka Ipo Muhridin Muhridin Murdjani Kamaluddin Muthalib, Dzulfikri Azis Nasrul Nasrul Nawy, Eliza Agustriani Nofal Nur Nur Asni Nur Hikma, Nur Nurul Ittaqullah Nurwati - Nurwati Nurwati Patwayati Patwayati Putera, Asrip Rachmad Rialdy Hasan Rachmiani, Rachmiani Rahmat Madjid Ramadhani, Nurlaila Ramliana Ramliana Rima Melati Riski Amalia Madi Rizky Maharani Rustam Rostin Rostin, Rostin S., Nursaban Rommy Samsul Samsul sappodin sappodin Sitti Mikarna Kaimuddin Sudirman Zaid Suhadi, Yuki Aglesia Zahrani Sukotjo, Endro Taufiq Ridi Umar Wirahadi Kusuma, Umar Wirahadi Yusuf Montundu Yusuf Yusuf Zaid, Sudirman