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All Journal Journal of Indonesian Tourism and Development Studies Journal of Economics, Business, & Accountancy Ventura ASEAN Journal on Hospitality and Tourism Jurnal Manajemen Resort dan Leisure Tourism & Hospitality Essentials Journal Asia-Pacific Management and Business Application International Journal of Applied Sciences in Tourism and Events Jurnal Pariwisata Terapan Journal of Business on Hospitality and Tourism
Fajar Kusnadi Kusumah Putra
NHI Bandung Tourism Polytechnic
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Social Sciences Other

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Instagram-Driven Customer Journey among Generation Z Café Consumers: An Application of the 5A Model Anggani, Mayang Fitri; Putra, Fajar Kusnadi Kusumah; Adrian, I Gusti Agung Wahyu; Dianawati, Nenden; Adriansyah, Edwin
Journal of Business on Hospitality and Tourism Vol. 11 No. 2 (2025): December 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v11i2.531

Abstract

This study examines how Instagram shapes Generation Z consumers across the 5A Customer Journey (Aware, Appeal, Ask, Act, Advocate) in an Instagram-driven café context. Adopting a descriptive–diagnostic quantitative design, the study employed purposive (criterion-based) sampling to recruit 100 Generation Z and young adult Instagram users who had been exposed to Baba Goose Café’s Instagram content and had visited the café at least once. Data were collected through a structured Likert-scale questionnaire that operationalized each 5A stage into measurable indicators, and were analyzed using descriptive statistics (frequencies, percentages, and stage-level mean patterns) to compare response distributions across the journey stages. The findings indicate that Instagram performs strongest in the Appeal and Ask stages, supporting emotional attraction and active information search, while awareness is also well supported. However, the Act stage shows comparatively weaker agreement, suggesting potential conversion friction at the Ask-to-Act transition. Advocacy is moderate and more dispersed, indicating heterogeneity in post-experience willingness to recommend. The study contributes stage-level evidence that high visual engagement and inquiry do not automatically translate into behavioral execution, highlighting the need to integrate visual storytelling with conversion-supporting mechanisms to strengthen visitation and sustained advocacy among digitally active young consumers.
Digital Tourism: A Content Analysis of West Java Tourism Websites Putra, Fajar Kusnadi Kusumah; Saepudin, Pudin; Adriansyah, Edwin; Adrian, I Gusti Agung Wahyu
Journal of Indonesian Tourism and Development Studies Vol. 6 No. 2 (2018)
Publisher : Graduate School, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jitode.2018.006.02.02

Abstract

Digital tourism is one of three strategic priorities from Ministry of Tourism to increase the number of tourists who visit Indonesia. Tourism industry is one of the successful sector using Internet media to share destination images, where the tourism websites become a very useful tool to promote tourism by giving important informations for visitors. This study explores the effectiveness of official tourism websites in West Java province, Indonesia. Content analysis method, consist of three dimensions: Aesthetic (destination visualization, websites design); Informative (uniqueness, monetary value, and cultural promotion); Interactive (e-travel planner, online communities) were used to assess 29 official cities and regency's tourism websites. The results presented in this paper showed that West Java tourism websites were found to be generally fair in one dimension but lacked to attracted visitors. Based on the result findings, it is recommended that the official tourism organizations should evolve their websites as the marketing tools and the most important for delivering positive images of the destination online. These research give implications for the local tourism websites administrator to improve the website's content and also further research in tourism websites evaluation. Keywords: Content analysis, digital tourism, website's evaluation, west java tourism.
Co-Authors Anggani, Mayang Fitri Cecep Ucu Rakhman Edwin Adriansyah I Gusti Agung Wahyu Adrian Ita Maemunah Maemunah, Ita Nenden Dianawati Pudin Saepudin Rora Puspita Sari Rora Puspita Sari Sari, Rora Puspita Subandi, Mohammad Robbith