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All Journal Jurnal Siasat Bisnis Journal of Tourism Sustainability Priviet Social Sciences Journal Jurnal Malikussaleh Mengabdi
Fadhlurrahmah, Sitti Nur Azmi
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Mukbang mania: exploring attitudes and parasocial relationships among viewers Hermina, Nurul; Setiadi, Iwan Kresna; Fadhlurrahmah, Sitti Nur Azmi
Jurnal Siasat Bisnis VOL 29, NO 1 (2025)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol29.iss1.art6

Abstract

Purpose – This study aims to examine how the motivation to watch mukbang influences attitudes towards watching content and para-social relationships, which ultimately result in the intention to watch content and purchase intention using the stimulus-organism-response (S-O-R) framework.Design/methodology/approach – Using a quantitative approach, this study was conducted on 400 respondents of generation Z and millennials selected using the purposive sampling method. The data obtained were processed using structural equation modeling with SmartPLS 3.0 software.Findings – The findings of this study indicate that visual appeal, auditory elements, and content variety can influence attitude toward mukbang content, while frequency of interaction, content relatability, and engagement level influence parasocial relationships. Furthermore, attitude toward mukbang content and parasocial relationships can lead to intention to watch mukbang, which also influences purchase intention.Research limitations/implications – This study only used samples from generation Z and millennials in Indonesia, which may not be fully representative of the wider population. Future studies could explore different demographic groups or add other variables such as emotional motivation.Practical implications – The results of this study provide insights for content creators and marketers to pay more attention to visual, auditory, and content variation elements in mukbang to increase audience engagement. Strengthening parasocial relationships can also be used as a marketing strategy to increase purchase intentions.Originality/value – This study highlights the influence of viewing motivation on attitudes and parasocial relationships in the context of mukbang, which is still rarely explored in the literature. This study contributes to the understanding of digital consumer behavior, especially among generation Z and millennials.
From Social Media to Experience: A Digital Marketing Model for Tourism Destination in Bandung Regency Azzahra, Sopia Gina; Fadhlurrahmah, Sitti Nur Azmi; Suhartanto, Dwi
Journal of Tourism Sustainability Vol. 5 No. 4 (2025): Volume 5 Number 4 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i4.167

Abstract

This study develops and tests a social-media–driven model explaining how destination social-media promotion shapes destination image and attractiveness, enriches tourist experience quality, and drives in revisit intention to tourism destination in Bandung Regency. A quantitative, cross-sectional survey of recent visitors was analyzed using PLS-SEM to estimate the measurement and structural relations. Results show that social-media promotion significantly improves destination image and attractiveness; both subsequently strengthen experience quality, which emerges as the strongest predictor of revisit intention. Reliability and validity diagnostics meet recommended thresholds, and the model explains a substantial share of variance in revisit intention. As a managerial output, the paper proposes a digital tourism marketing model that operationalizes the verified pathway by integrating S-O-R with the AIDA journey—translating attention and interest captured online into desire and action, then aligning on-site delivery with expectations formed on social media to convert engagement into repeat visitation.
Strategi Digital Marketing untuk Peningkatan Daya Saing Usaha Kos di Kawasan Ciwaruga Dwi Wiryawan, I Gusti Ngurah; Sosianika, Adila; Gunawan, Arie Indra; Senalasari, Widi; Fadhlurrahmah, Sitti Nur Azmi
Jurnal Malikussaleh Mengabdi Vol. 5 No. 1 (2026): Jurnal Malikussaleh Mengabdi, Januari 2026
Publisher : LPPM Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/jmm.v5i1.23054

Abstract

Kawasan Ciwaruga di Kabupaten Bandung Barat merupakan wilayah strategis yang banyak dihuni mahasiswa dari luar daerah. Namun, sebagian besar pemilik kos di kawasan ini belum mampu memaksimalkan potensi pasar tersebut, terutama dalam hal promosi hunian. Mayoritas masih mengandalkan metode konvensional seperti promosi lisan dan grup pesan singkat, sementara target pasar mereka lebih aktif mencari informasi melalui media sosial dan platform daring. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan daya saing lima usaha kos di Ciwaruga melalui strategi pemasaran digital yang terstruktur dan relevan. Program ini dilaksanakan melalui pendekatan pelatihan dan pendampingan langsung yang melibatkan dosen dan mahasiswa dari Program Studi Manajemen Pemasaran. Tim melakukan identifikasi kebutuhan mitra, menyusun strategi pemasaran berbasis segmentasi, penargetan, dan pemposisian, serta membantu mitra dalam membangun identitas merek, membuka akun media sosial, dan memproduksi konten promosi seperti foto, video, dan testimoni penghuni. Kampanye digital dijalankan melalui unggahan rutin dan iklan berbayar pada platform Instagram dan TikTok, serta integrasi dengan platform pencarian kos. Hasil kegiatan menunjukkan peningkatan signifikan dalam visibilitas digital mitra, meningkatnya interaksi langsung dengan calon penghuni, serta bertambahnya jumlah penghuni baru yang diperoleh melalui promosi daring. Dampak lain dari program ini adalah meningkatnya literasi digital mitra dan tumbuhnya kesadaran akan pentingnya kehadiran digital dalam strategi pemasaran hunian. Luaran yang dihasilkan mencakup akun media sosial aktif, konten promosi digital, logo sebagai identitas usaha, serta laporan evaluasi kinerja promosi. Kegiatan ini memberikan kontribusi nyata dalam menjembatani kebutuhan praktis masyarakat dengan peran edukatif institusi pendidikan tinggi.
An experience-based perspective on pro-environmental behavior in urban forests ecotourism Fadhlurrahmah, Sitti Nur Azmi; Chaerunisa, Karin Ayunia
Priviet Social Sciences Journal Vol. 6 No. 3 (2026): March 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i3.1607

Abstract

Urban forest ecotourism has emerged as an important strategy for promoting sustainable tourism and pro-environmental behavior in rapidly urbanizing cities. However, there has been limited attention to understanding how experiential encounters in urban forests translate into pro-environmental behavioral intentions. Drawing on the Theory of Planned Behavior (TPB) and Experience Economy Theory, this study examines the relationships among experience quality, perceived value, attitude, and pro-environmental behavioral intention in the context of urban forest ecotourism. A quantitative research design was employed using a cross-sectional survey of 460 urban forest visitors. Data were analyzed using Structural Equation Modeling with a variance-based approach (SEM-PLS) to assess both the measurement and structural models. The results indicate that experience quality has significant positive effects on perceived value and attitude. Furthermore, both perceived value and attitude significantly influence pro-environmental behavioral intention. However, the direct effect of experience quality on pro-environmental behavioral intention was not significant, suggesting that experiential encounters influence intention indirectly through cognitive and attitudinal mechanisms. These findings extend the TPB framework by demonstrating that experience quality functions as a formative antecedent of attitude and perceived value rather than a direct predictor of pro-environmental intention. The study highlights the importance of designing meaningful urban forest experiences that foster positive evaluations and attitudes toward sustainability. From a managerial perspective, the results provide practical insights for urban forest managers and policymakers seeking to enhance pro-environmental outcomes through experience-based ecotourism strategies.
Co-Authors Arie Indra Gunawan Azzahra, Sopia Gina Chaerunisa, Karin Ayunia Dwi Suhartanto Dwi Wiryawan, I Gusti Ngurah Iwan Kresna Setiadi Nurul Hermina Senalasari, Widi Sosianika, Adila