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All Journal International Journal of Artificial Intelligence Research Asia-Pacific Management and Business Application Community Development Journal: Jurnal Pengabdian Masyarakat BJRM (Bongaya Journal of Research in Management) Jurnal Minfo Polgan (JMP) Atestasi : Jurnal Ilmiah Akuntansi Global Review of Tourism and Social Sciences Advances in Tourism Studies
Sitti Mujahida Baharuddin
Manajemen, Sekolah Tinggi Ilmu Ekonomi Amkop Makassar
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Library & Information Science Mathematics Public Health Social Sciences

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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.
An Integrated Model of E-Service Quality, Trust, E-Satisfaction, and E-Loyalty in Digital Commerce Fatmasari; Andi Irmayana; Nasaruddin; 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.v2i2.469

Abstract

This study investigates how Integrated Marketing Communication shapes brand preference through the mediating roles ofBrand Awareness and Brand Image within the ceiling and interior materials industry in Indonesia. Using survey data from 345 consumers and analyzed 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.
Authenticity and the Formation of Culinary Destination Brand Commitment Lalu Rohadi Rahman; Sitti Mujahida Baharuddin; Fatmasari; Kurniawaty
Advances in Tourism Studies Vol. 3 No. 3 (2025): Advances in Tourism Studies (In Press)
Publisher : Centre for Tourism Studies and Journal Publication of Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/ats.v3i3.78

Abstract

This study examines how perceived authenticity shapes brand equity, emotional attachment, brand loyalty, and brand choice intention in South Sulawesi’s culinary tourism. Although authenticity is widely recognised as a central attribute of gastronomic experiences, the mechanisms through which it influences cognitive, affective, and behavioural outcomes remain insufficiently clarified. This research employs a simplified theoretical model integrating Consumer Based Brand Equity theory and Attachment Theory to explain how authentic culinary encounters generate long term engagement with regional food identities. Data were collected from 214 domestic tourists who had consumed traditional South Sulawesi cuisine within the past twelve months. Partial Least Squares Structural Equation Modeling was used to test the proposed relationships. The findings show that perceived authenticity significantly enhances brand equity, which in turn fosters emotional attachment. Emotional attachment emerges as the strongest predictor of brand loyalty, and loyalty directly drives brand choice intention. The results also reveal direct effects of authenticity on both attachment and loyalty, indicating that authentic experiences can produce immediate affective and behavioural responses independent of cognitive appraisals. These insights contribute to the literature by demonstrating a coherent cognitive to affective to behavioural pathway through which authenticity strengthens culinary destination brands. Practical implications highlight the importance of preserving cultural integrity to support sustainable tourism development.
Co-Authors Abdul Haris Abdul Latief Abdul Latief Abustan Abustan Andi Irmayana Andi Yusran Paris Arifin Djakasaputra Azizurrohman, Muhammad Fatmasari Fatmasari Fatmasari Fatmasari Gunawan Hernita Indrayani Nur Irwan Rasyid Iwan Perwira Jumiati Syam3 Kurniawaty Kurniawaty Kurniawaty Kurniawaty Lalu Rohadi Rahman Lukman Setiawan Muh Said Muhammad Yusuf Nasaruddin Nasaruddin Nurhilalia Nurhilalia Partono Soemarno Rohani Purnamasari Dima Suriani, Seri Syahruddin Thamrin Abduh Warka Syachbrani