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All Journal JAM : Jurnal Aplikasi Manajemen International Journal of Artificial Intelligence Research Jurnal Ilmiah Professional Indonesia STI Policy and Management Journal Asian Management and Business Review Jurnal Penelitian Pendidikan Indonesia Atestasi : Jurnal Ilmiah Akuntansi Global Review of Tourism and Social Sciences Advances in Tourism Studies
Baharuddin, Sitti Mujahida
Sumatera Research
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences Other

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Revisiting the Stimulus, Organism, Response Model in AI-Driven Tourism: A Multi-Path Analysis of Personalization, Perception, and Privacy Hasanuddin, Arnas; Hasanuddin, Achmad Ansari; Hasanuddin, Askari; Baharuddin, Sitti Mujahida
STI Policy and Management Journal Vol 10, No 2 (2025): STI Policy and Management
Publisher : National Research and Innovation Agency, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14203/STIPM.2025.428

Abstract

This study revisits the Stimulus, Organism, Response (S-O-R) model to examine the psychological mechanisms underlying tourists’ responses to AI-based personalization on digital tourism platforms. Drawing on a sample of 360 Indonesian respondents collected via online survey, the research investigates how AI-driven personalization influences three organismic states perceived value, trust, and privacy concern and how these states affect tourists’ behavioral intentions. Using partial least squares structural equation modeling (PLS-SEM), the results reveal that personalization significantly enhances perceived value and trust, while also reducing privacy concern. Each of these organismic responses, in turn, significantly shapes behavioral intention, confirming the relevance of the extended S-O-R framework in the AI tourism context. Theoretically, the study contributes to tourism literature by integrating both positive and negative psychological reactions into a unified explanatory model, highlighting personalization’s dual role as both functional and ethical stimulus. Practically, the findings offer insights for tourism platforms to design AI services that are not only adaptive and efficient but also transparent and trust-enhancing. Limitations include the study’s cross-sectional design and geographic concentration, pointing to future research directions involving longitudinal analysis, cross-cultural comparisons, and exploration of moderating variables such as digital literacy and cultural norms.
Building trust, reducing skepticism: Green branding and sustainable purchase behavior in Indonesia Baharuddin, Sitti Mujahida; Badaruddin, Badaruddin; Fatmasari, Fatmasari; Hafipah, Hafipah
Asian Management and Business Review Volume 6 Issue 1, 2026
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol6.iss1.art16

Abstract

Growing consumer pressure for businesses to adopt sustainable practices has made green branding a global priority, particularly in emerging markets such as Indonesia where environmental challenges and rising awareness intersect. This study investigates how green brand image and message clarity influence sustainable purchase behavior through the mediating role of consumer trust, and how green skepticism shapes this process. Using a quantitative cross-sectional design, data were collected from 172 Indonesian consumers with prior experience purchasing eco-friendly products. Structural equation modeling with partial least squares (PLS-SEM) was applied to test the hypotheses. The results show that both green brand image and message clarity significantly enhance consumer trust, which in turn strongly drives sustainable purchase behavior. Trust is also confirmed as the key psychological mechanism mediating the effects of brand signals on consumer action. Importantly, the analysis reveals that green skepticism weakens this pathway: even when consumers trust a brand, higher skepticism reduces the extent to which trust translates into sustainable purchases. These findings extend Signaling Theory by demonstrating how trust and skepticism jointly shape consumer responses to green branding in a high-information-asymmetry context. Practically, the study offers actionable insights for managers and policymakers by emphasizing the need for consistent brand identity, transparent communication, and verifiable claims. By addressing both trust-building and skepticism-reduction, businesses can advance more effective green marketing strategies and foster authentic consumer engagement with sustainability.
Co-Authors Abdul Haris Abdul Latief Abubakar, Herminawaty Andi Irmayana Badaruddin Fatmasari Fatmasari Fatmasari Fatmawati, Fatmawati Firman Menne Gunawan Hafipah, Hafipah Hasanuddin, Achmad Ansari Hasanuddin, Arnas Hasanuddin, Askari Kurniawaty Muhammad Yusuf Nasaruddin nur, Indrayani Nurhilalia, Nurhilalia Paris, Andi Yusran Prawira, Juwan Abithia Rahman, Lalu Rohadi said, muh Salam, Ermawati Abdul Setiawan, Lukman Soemarno, Partono Suriani, Seri Syahruddin Vano, Vinson