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All Journal MABIS: Manajemen dan Bisnis SULTANIST: Jurnal Manajemen dan Keuangan Studi Akuntansi, Keuangan, dan Manajemen
Siagian, Yehezkiel Dosdoy
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ENGAGING TOURIST IN THE DIGITAL ERA: THE ROLE OF TRUST TRANSFER IN LIVE STREAMING STICKINESS Silaban, Pantas Hasiholan; Sipayung, Leonardo Davidsi; Simajuntak, Sri Ida Royani; Siagian, Yehezkiel Dosdoy
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 13 No. 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v13i1.707

Abstract

As a reflection of tourist behavior in online spaces such as live streaming on social media, there has been an increase in engagement with stickiness behavior. Stickiness describes the level of user attention in participating in live streaming services through the creation of trust transfer. Based on a social system approach and trust transfer, this study develops a research model to understand how live streaming services influence user stickiness. This study collected data from 263 valid respondents and analyzed it using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social factors, namely interaction and identification, each have a significant influence on trust in the streamer. Additionally, trust transfer was found to enhance user stickiness in the form of visit duration and retention in live streaming on social media. However, trust in the streamer does not have a significant relationship with increasing user retention. These findings expand the theoretical framework by integrating a social system approach with trust transfer and its impact on tourist stickiness behavior in live streaming platforms. This study contributes to the advancement of tourism development by providing insights into live streaming platforms, emphasizing the importance of features that can enhance engaging experiences for both viewers and potential tourists. This study has several limitations that can serve as guidelines for future research, particularly in further exploring the crucial role of the socio-technical approach in investigating user behavior, specifically tourist stickiness.
Green marketing mix and eco-label consumer behavior: the role of environmental knowledge Naibaho, Krismanto Erick Tobush; Purba, Martin Luter; Silaban, Frederick Saroha; Siagian, Yehezkiel Dosdoy
Manajemen dan Bisnis Vol 25, No 2 (2026): July 2026 (Online First)
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

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Abstract

Environmental degradation has been identified as a contributing factor to natural disasters, while public awareness toward environmental sustainability in Indonesia remains relatively low. In response, businesses have begun adopting environmentally oriented marketing strategies, particularly the green marketing mix, which includes green products, green promotion, and green people. As consumers acquire greater environmental knowledge, they develop a better understanding of the value and quality of eco-friendly products, which in turn influences their purchasing behavior. This study aims to examine the factors influencing consumer behavior toward eco-labeled products. A quantitative approach was employed using purposive sampling, involving 200 respondents. Primary data were collected through structured questionnaires distributed based on predetermined criteria. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.3 software. The findings are expected to provide both theoretical contributions and practical insights, particularly for firms producing eco-friendly products in designing effective marketing strategies. Specifically, this study highlights the role of green promotion as an important driver of environmental knowledge, which subsequently shapes consumer behavior toward eco-labeled products.
Green Marketing Mix and Eco-Label Consumer Behavior, The Role of Environmental Knowledge Damanik , Hanna Meilani; Naibaho, Krismanto Erick Tobush; Purba , Martin Luter; Silaban, Frederick Saroha; Siagian, Yehezkiel Dosdoy
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 4 (2026): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i4.6379

Abstract

Purpose: This research investigates how the green marketing mix, which includes green product, green price, and green people, influences green consumer behavior towards eco-labeled goods, with environmental knowledge acting as a mediating factor. Research Methodology: A quantitative method was utilized through purposive sampling. Data were gathered via questionnaires from 200 participants knowledgeable about eco-labeled products. The examination was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 3.3. Results: The results indicate that environmental knowledge significantly and positively influences green consumer behavior. Although the direct effects of green marketing mix dimensions are not uniformly significant, their indirect effects via environmental knowledge are significant, supporting its mediating role. Conclusions: The results highlight the importance of integrating green marketing strategies with efforts to improve environmental knowledge in fostering sustainable consumption behavior. Effective marketing of eco-labeled products requires both strategic alignment and consumer awareness development. Limitations: This study is limited by the relatively small sample size and the use of purposive sampling, which may restrict the generalizability of the findings. Contributions: This study contributes theoretically by explained the mediating role of environmental knowledge in the green marketing–behavior relationship. Practically, it offers insights for firms to develop integrated strategies that align marketing initiatives with environmental education to promote the adoption of eco-labeled products.
Co-Authors Damanik , Hanna Meilani Frederick Saroha Silaban Krismanto Erick Tobush Naibaho Purba , Martin Luter Purba, Martin Luter Silaban, Pantas Hasiholan Simajuntak, Sri Ida Royani Sipayung, Leonardo Davidsi