Traditional Vs Modern: Effect of Cultural Dimensions on Tourist Buying Intentions in the Context of Tourism Marketing (Published)
This empirical study delves into the intersection of cultural dimensions and tourist revisit intentions within the green restaurant sector. Leveraging co-variance-based Structural Equation Modelling (CB-SEM) to test hypotheses, the research scrutinizes data collected from 326 tourists who participated in an online survey after visiting green restaurants. The analysis aims to uncover how various cultural dimensional factors—such as collectivism, power distance, and uncertainty avoidance—play a crucial role in shaping tourists’ decisions to revisit environmentally friendly dining establishments. Preliminary findings suggest that cultural dimensions significantly influence revisit intentions, with particular nuances that could inform targeted marketing strategies for green restaurants aiming to enhance customer loyalty and promote sustainable dining practices. This study not only contributes to the broader understanding of consumer behaviour in the context of sustainable tourism but also offers practical insights for restaurant managers and marketers seeking to align their offerings with the cultural preferences of their clientele.
Keywords: Cultural Values, Structural Equation Modelling, Tourism, Tourist satisfaction, revisit intention
The Influence of Marketing Mix and Consumer Knowledge towards Kefir Mask Consumer Decision Process (Published)
This research aims to analyze the influence of marketing mix (product, price, place, and promotion) and consumer knowledge towards consumer decision of kefir mask. This research is based on the theory of consumer decision processes developed by Engel et al. (2012). In addition, the independent variables included in this research, are based on the theory developed by Sumarwan et al. (2009), and consumer knowledge developed by Peter and Olson (2010). The research design is descriptive, with the survey conducted through questionnaire. The sampling technique used was convenience, with 152 samples obtained. There are six latent variables in this research, include marketing mix elements (product, price, place, and promotion) as well as consumer knowledge as independent variables, and consumer decisions as a dependent variable. The data obtained were processed using descriptive and structural equation modeling (SEM) method through LISREL software. Descriptive analysis explains that most of the examples obtained are women, with an age range between 18-25 years, married, undergraduate, and work as students. SEM analysis explains that there is a positive significant relationship of all marketing mix variables and consumer knowledge towards consumer decision process.
Keywords: Consumer Decision Process, Consumer Knowledge, Kefir Mask, Marketing Mix, Structural Equation Modelling