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All Journal Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) Enrichment : Journal of Management Jurnal Ekonomi Edukasia: Jurnal Pendidikan dan Pembelajaran JER
Lefrand S. Pasuhuk
Magister Manajemen Fakultas Ekonomi Dan Bisnis Universitas Klabat, Manado,Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention Deske W. Mandagi; Lefrand S. Pasuhuk; Sandra J.R. Kainde
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 5 No 3 (2024): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v5i3.3147

Abstract

Purpose: This study aims to critically examine the interplay of brand gestalt, brand awareness, and brand image in the rapidly evolving context of ecotourism destinations, addressing the immediate need for insights that can enhance sustainable tourism marketing strategies. Methodology: A quantitative research design was utilized in this study using survey-based data on 241 respondents who were visitors to ecotourism destinations in North Sulawesi, Indonesia. Results: This study found that service quality, platform type, shopping convenience, and product quality have a positive influence on consumer satisfaction when shopping online. Limitations: One potential limitation of the study is that the respondents were limited to customers of online shoppers and college students in North Sulawesi, which may restrict the generalizability of the findings to broader consumer populations. Contribution: Tourism operators can use the insights gained from this study to enhance their brand strategy. By focusing on building a strong brand gestalt, increasing brand awareness, and fostering a positive brand image, they can effectively stimulate WOM, which is a powerful marketing tool in ecotourism.
Mapping The Evolution of Customer Experience Management Research in Indonesia Lefrand S. Pasuhuk; Sandra J. R. Kainde; Deske W. Mandagi
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i1.2104

Abstract

Customer Experience Management (CEM) has emerged as a critical strategic paradigm for enhancing customer satisfaction, strengthening loyalty, and sustaining competitive advantage in increasingly digital and experience-driven markets. This study conducts a systematic literature review (SLR) to map the evolution, intellectual structure, and thematic development of CEM research in the Indonesian context. Following the PRISMA framework, 210 records were initially retrieved from the Scopus database, yielding a final sample of 67 peer-reviewed journal articles published between 2010 and 2025. Bibliometric and keyword co-occurrence analyses reveal four dominant research clusters: customer experience and relationship management; brand management and brand equity development; digital and technology-enabled marketing; and sales performance and market-driven strategy. The findings indicate that Indonesian CEM research has evolved from traditional service quality and satisfaction perspectives toward more integrated, experience-centric, and digitally enabled frameworks. Despite this progress, several areas remain underexplored, including emotional and psychological dimensions of customer experience, advanced analytics and artificial intelligence integration, ethical and cultural considerations, and the development of robust, context-sensitive experience measurement frameworks. By synthesizing fragmented research streams into a coherent thematic structure, this study offers theoretical insights into the maturation of CEM research. It provides a foundation for advancing future scholarship and managerial practice in Indonesia and similar emerging market contexts.
A Decade of Brand Experience Research in Indonesia: Evolution, Patterns, and Future Directions Sandra J.R. Kainde; Lefrand S. Pasuhuk; Deske W. Mandagi
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i1.2109

Abstract

In contemporary branding and marketing scholarship, brand experience has become a pivotal construct for explaining how firms create value, cultivate loyalty, and maintain competitive advantage in increasingly digital and experience-intensive markets. Responding to this shift, the present study conducts a systematic literature review (SLR) to examine the evolution, intellectual structure, and thematic composition of brand experience research in the Indonesian context. Guided by the PRISMA framework, the review process screened 14,326 records retrieved from the Scopus database, resulting in a final sample of 132 peer-reviewed journal articles published between 2015 and 2025. Bibliometric and keyword co-occurrence analyses reveal five dominant thematic clusters: (1) core brand experience and relational outcomes, (2) brand management and brand equity formation, (3) digital and technology-mediated brand experience, (4) service quality and experience design, and (5) context-specific and market applications. The findings indicate that brand experience research in Indonesia has transitioned from early service quality and satisfaction-oriented perspectives toward more integrative, strategically grounded, and digitally enabled experiential frameworks. Despite this progression, several vital areas remain underdeveloped, including the emotional and psychological foundations of brand experience, the deeper integration of advanced analytics and artificial intelligence, ethical and cultural dimensions of experiential value, and the development of robust, context-sensitive measurement approaches. By synthesizing fragmented research streams into a coherent thematic structure, this study advances theoretical understanding of brand experience. It provides a structured foundation for future scholarly inquiry and managerial application in Indonesia and comparable emerging market settings.
Co-Authors David G. Abin Deske W. Mandagi Kakalang, Jovano Filep Karinda, Aldo F. Kojongian, Jovelia Miykel S. Poluan Sandra J.R. Kainde Tahulending, Astria Anggelivia Tendean, Gwyneth