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All Journal Jurnal Online Mahasiswa (JOM) Bidang Teknik dan Sains Komunikator Indonesia Chimica Acta Jurnal Mirai Management Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen ILKOM Jurnal Ilmiah Prosiding SAKTI (Seminar Ilmu Komputer dan Teknologi Informasi) Journal of Aquaculture and Fish Health JURNAL IT: Media Infromasi STMIK Handayani Makassar Didaktik : Jurnal Ilmiah PGSD STKIP Subang Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Al-Muamalat: Jurnal Hukum dan Ekonomi Syari'ah International Journal of Progressive Mathematics Education Jurnal Teknik Sipil Sulawesi Tenggara Educational Journal Journal of Aafiyah Health Research (JAHR) AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Pustaka Mitra : Pusat Akses Kajian Mengabdi Terhadap Masyarakat International Journal of Health and Pharmaceutical (IJHP) Journal of Comprehensive Science Jurnal Ilmu Ekonomi Mulawarman (JIEM) Eduvest - Journal of Universal Studies Electrician : Jurnal Rekayasa dan Teknologi Elektro Research Horizon Sinergi International Journal of Management and Business The Eastasouth Journal of Information System and Computer Science Jurnal Pengabdian Masyarakat dan Riset Pendidikan Adpebi International Journal of Multidisciplinary Sciences Adpebi Science Series TINTA NUSANTARA : Jurnal Ekonomi, Manajemen, dan Akuntansi The Eastasouth Journal of Social Science and Humanities In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Ecovision: Journal of Environmental Solutions Economic and Business Horizon INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Room of Civil Social Development International Journal of Accounting and Management Information Systems
Muhammad Awaluddin, Muhammad
Program Studi Budidaya Perairan Universias Mataram
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Nursing Public Health Social Sciences Other

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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 Afwani, Royana Agistia, Nina Akbar Lufi Zulfikar Alfi Reza, Muhammad Amil Ahmad Ilham Angel, Priskila Ansar Suherman, Ansar Arfiah Busari Aulia Herdiani B, Fitriani Budi Irmawati Dedi Hidayat Dodie Tricahyono Effendi, Aji Sofyan Endang Sri Andayani Fadjar, Mohammad Farida Febriati Fatahillah, Ahmad Dzikra Fauzi, Ahmad Nur Febrizal Ujang Firdaus, Acmad Ghiffary, Muamar Hajairin Hantoro, Gunadi Dwi Haryono, Untung Hidayatullah, Muhammad Ika Ernawati, Atis Indra Maulana` Indra Maulana Indriyanti, Ana Jiuhardi, Jiuhardi Joan Angelina Widians, Joan Angelina Juliansyah Roy Kesuma, Agus Maftuch Maftuch Melati, Jian Miftahuddin Miftahuddin Mohammad Riza Sutjipto Muhammad Hibrian Wiwi Muhammad Niswar Najib, Achmad Naim Nasrullah Bin Sapa Nastassya, Nastassya Pisganidy, Marla Rahmatulloh, Iman Ratu, Ema Mustika Reza, Muhammad Alfi Rudi Hartono saharis, risky Samritin Samsurizal Samsurizal Satir Sayati, Muhammad Sayati, Muhammad Satir Selly Swandari Septianissa Azzahra Sidharta Krisna, Muhammad Siska Noviaristanti Siti Amalia Sudirman Sugiyanto, Muhammad Adi Sumayyah, Ishmah Tiara Aninditha Tirani, Elisabeth Tricahyono, Dodie Febri Utami, Endah Cahyanti Widayati, Nurfiza Wiryawan, Yosef Yosef Febri Wiryawan, Yosef Febri Yunus, Ishak