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All Journal JEJAK JAM : Jurnal Aplikasi Manajemen Jurnal Ekonomi & Studi Pembangunan An-Nisbah: Jurnal Ekonomi Syariah Asia-Pacific Management and Business Application SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Buletin Ilmiah Litbang Perdagangan Shirkah: Journal of Economics and Business Ihtifaz: Journal of Islamic Economics, Finance, and Banking Jurnal Ilmiah Mandala Education (JIME) Jurnal Equity Journal of Indonesian Tourism, Hospitality and Recreation STI Policy and Management Journal JASF (Journal of Accounting and Strategic Finance) Journal of Enterprise and Development (JED) jurnal ilmiah hospitality Khazanah Hukum Journal of Environmental Science and Sustainable Development AS-SABIQUN: Jurnal Pendidikan Islam Anak Usia Dini Journal of Economics Research and Social Sciences Econetica Asian Management and Business Review Journal of Marketing Innovation International Business and Accounting Research Journal Journal of Applied Sciences in Travel and Hospitality Jurnal Pariwisata Nusantara The South East Asian Journal of Management ASEAN Marketing Journal Journal Of Responsible Tourism Advances in Tourism Studies An-Nisbah: Jurnal Ekonomi Syariah Equity Advances in Tourism Studies Mabasan
Azizurrohman, Muhammad
Sekolah Tinggi Pariwisata Mataram
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : Journal of Marketing Innovation

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Cultural Familiarity and Its Impact on Customer Satisfaction and Brand Awareness: A Study of Indonesian Restaurants in Taiwan Mujahida, Sitti; Remmang, Hasanuddin; Azizurrohman, Muhammad
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.182

Abstract

Indonesian restaurants in Taiwan face significant challenges in gaining recognition among the local population and international patrons, primarily due to cultural differences and limited marketing efforts. This study investigates the impact of food quality, service quality, pricing strategy, and marketing initiatives on patron satisfaction and brand recognition of Indonesian restaurants in Taiwan. It also examines how cultural familiarity moderates these relationships. A structured survey was conducted among 400 international patrons who dined at Indonesian eateries in Taiwan. Data were analyzed using Structural Equation Modelling (SEM) with Partial Least Squares (PLS) and moderation analysis. Findings reveal that food quality and pricing strategy significantly enhance customer satisfaction, while service quality and marketing efforts do not. Cultural familiarity strengthens the positive effect of food quality on satisfaction. This study underscores the importance of maintaining high food quality, implementing effective pricing strategies, and leveraging cultural familiarity for Indonesian restaurant owners in Taiwan. The research highlights the role of cultural factors in customer perceptions, contributing to the discourse on marketing strategies in the competitive food industry. The sample's focus on foreign customers in Taiwan may limit the broader applicability of the findings. Future research should consider factors like ambiance, location, and menu diversity for a comprehensive understanding of customer satisfaction and brand awareness.
From Experience to E-WOM: Unpacking the Power of Tourist Motivation and Marketing Mix on Revisit Intentions in Taiwan Tiong, Piter; Farida, Umi; Haris, Abdul; Azizurrohman, Muhammad
Journal of Marketing Innovation (JMI) Vol. 5 No. 1 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i1.206

Abstract

This study investigates the mediating role of electronic word-of-mouth (e-WOM) between the marketing mix, tourist experience, and revisit intentions, and examines how tourist motivation moderates the e-WOM–revisit intention relationship. Data from 300 tourists who had recently visited Taiwan were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that e-WOM significantly mediates the relationship between both the marketing mix and tourist experience on revisit intentions. A well-executed marketing mix and positive experiences encourage tourists to share their experiences online, which increases their likelihood of revisiting. The moderating analysis reveals that the influence of e-WOM on revisit intentions is stronger for tourists seeking personal enjoyment compared to transactional motives. This study contributes to consumer behavior theory by highlighting how intrinsic motivations amplify the impact of e-WOM. Practically, it offers strategies for fostering e-WOM through personalized experiences, social media engagement, and emerging technologies like AI and augmented reality. Future research should adopt longitudinal designs to capture evolving tourist behavior and explore the role of social media influencers on platforms such as TikTok. The findings underscore the importance of e-WOM in shaping tourist behavior, offering practical insights for destination marketers to enhance engagement and revisit intentions.
Co-Authors Abdul Haris Agusman Aini, Yulis Nurul Aliza Hari Tanthowy Aminy, Muhammad Muhajir Ander Sriwi, Ander Andi Irwan Andi Tenry Sose Asrianto, Asrianto Baiq Elbadriati Bawazir, Fatmah Cholid Budi, Rosdinaman Calvin Faza Deasy Silvya Sari Denny Bernardus Dessy Adelin Dewi Mustikasari Immanuel Donny Juliandri Prihadi Dova Novita Eka Kadharpa Utama Dewayani Eka Kadharpa, Eka El-badriati, Baiq Eric Harianto Erri Supriyadi Faiza Husnayeni Nahar Faiza Husnayeni Nahar Faiza Husnayeni Nahar Fatmasari Fatmasari Faza, Calvin Gapari, Muhamad Zaril Gatot Suhirman Gatot Suhirman Ginting, Yanti Mayasari Gladys Greselda Gosal Gunawan Bata Ilyas Habibi, Putrawan Hariono Hariono Hasanuddin Remmang, Hasanuddin Hatidja, St. Herminawati Abubakar, Herminawati Hernita, Hernita Hulfa, Ihyana Husna Karimah I Wayan Bratayasa Ida Nyoman Tri Darma Putra Ilmi, Sayyidah Hafidhatul Isrososiawan, Safroni Iwan Perwira Jamaliah Said Jamaluddin Jamaluddin Jamaluddin Jintan, Andam Rani Johari, Muhamad Jonnardi, Jonnardi Jumriani, Jumriani Junko Alessandro Effendy Kapriani Kapriani, Kapriani Khairul Hamim Ladung, Fajar Lalu R. Ibnu Lia Rosida Lin, Yih-Ming Mahsar Marniatun Marniatun Mas'ud, Riduan Mashar Mashun, Mashun Masud, Riduan Mas’ud, Riduan Menny, Alviano Herbert Mohamad Najmudin Mufti Alam Adha Muhamad Ali Muhamad Yusup Muhammad Iskandar Muhammad Johari Muhammad Syamsurrijal Mujahida, Sitti Ni Luh Sueni Ni Luh Sueni Widyanti Ni Putu Hendri Widiartini Novi Primita Sari Putra, Ida Nyoman Tri Darma Putrawan Habibi Riduan Masud Riduan Mas’ud Riqfi, Husni Muhammad Risky Angga Pramuja Rizal Pratama, Rizal Rizal Rizal Pratama Rizky Angga Pramuja Romi Bhakti Hartarto Sabar Sabar Septriani Septriani Sitti Mujahida Baharuddin Sri Ayu Lestari Sri Budi Cantika Yuli St. Hatidja suardi suardi Sudiyanti Sudiyanti Supiandi Supiandi Supiandi Supiandi, Supiandi Suroto, Alip Sutanto, Verrell Syafari, Muhammad Syahribulan Syahribulan, Syahribulan Syahruddin Syahruddin Tawakkal Baharuddin Teofilus Teofilus, Teofilus Thaha, Salmiyah Thomas Stefanus Kaihatu Tiong, Piter Toreh, Fabio Ricardo Ulfi, Izzani Umi Farida Uwi Martayadi Uwi Murtayadi Wahyu Khalik Wang, Tz-Li Wibisono, Leonard Junio Wiwik Handayani Yadi Arodhiskara, Yadi Yasri Tarawiru Yoseva Maria Pujirahayu Sumaji Yulendra, Lalu Yulia Nur Hasanah Yusuf Setiawan Al-Qusyairi Zainal Arifin Zaitun, Cakra