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p-Index From 2020 - 2025
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All Journal Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Journal of Mandalika Review
Arief, Arnie
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Humanities Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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The Impact of Digital Marketing and Brand Awareness on Purchasing Decisions with Brand Image as an Intervening Variable at 3-Star Hotels in Makassar Arief, Arnie; Witarsana, I Gusti Agung Gede; Eppang , Buntu Marannu
Journal of Mandalika Review Vol. 3 No. 2 (2024): Journal of Mandalika Review
Publisher : Politeknik Pariwisata Lombok

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55701/mandalika.v3i2.230

Abstract

Abstract Background: Research on Digital Marketing, Brand Awareness, and Brand Image is necessary to determine which indicators most effectively influence consumer purchasing decisions. Previous studies have shown varying results, underscoring the importance of revisiting these variables. Differences in indicators for each variable, as well as the specific context of 3-star hotels in Makassar, contribute to the uniqueness of this research. Methodology: The population for this study includes guests staying at 55 3-star hotels in Makassar. The sample size, determined using the Isaac & Michael method, is set at 349 respondents. The research employs a descriptive quantitative approach and statistical data analysis. Data collection is conducted through surveys using questionnaires. Data analysis techniques include path analysis, with stages involving Outer Model Testing, Goodness of Fit Model Testing, and Inner Model Testing using Smart PLS. Findings: Brand Awareness has a positive but insignificant effect on Purchasing Decisions. Digital Marketing has a negative and insignificant effect on Brand Image. Digital Marketing has a negative and insignificant effect on Purchasing Decisions through Brand Image. Conclusion: Brand Awareness can impact purchasing decisions, although the effect is not significant, and Digital Marketing does not significantly affect either purchasing decisions or brand image. Therefore, 3-star hotels should improve their Brand Image and Digital Marketing performance and consider other variables and strategies to build a strong and positive brand image in the eyes of consumers. Keywords: Digital Marketing, Brand Awareness, Brand Image, Purchasing Decisions, Star Hotel
Health Protocol Compliance by Staff and Guests as Sustainable Behavior in Star Hotels of South Sulawesi Muhtasom, Ali; Arief, Arnie; Royanow, Achlan Fahlevi
Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Vol. 7 No. 2 (2025): August-December
Publisher : Politeknik Pariwisata Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33649/pusaka.v6i2.608

Abstract

This study aims to evaluate the compliance of star-rated hotels in South Sulawesi with health protocols as a form of sustainable behavior that contributes to sustainable tourism. Using a quantitative survey method, the research focuses on four dimensions: Cleanliness, Health, Safety, and Environmental Sustainability. Data was collected from hotel management, staff, and guests to capture a comprehensive perspective on protocol implementation. The findings indicate a high level of compliance overall, reflecting strong support for sustainable tourism practices. However, areas related to cleanliness and environmental sustainability need improvement. Therefore, hotels should continuously strengthen these aspects to ensure health-related practices are fully integrated into long-term tourism development.
Co-Authors Ali Muhtasom Eppang, Buntu Marannu Royanow, Achlan Fahlevi Witarsana, I Gusti Agung Gede