Transparency and Trust in Minahasa Tourism Advertising using Blockchain

This study aims to examine how influencer marketing shapes tourists’ perceptions and purchase intentions in the tourism sector of Bangladesh. Specifically, it examines the impact of word of mouth, content characteristics, consumer trust, emotional connection, and brand awareness on consumer perception, as well as how these perceptions influence purchase intention within a digital marketing context. A quantitative, cross-sectional design was employed, utilizing a structured online questionnaire distributed to active social media users who follow travel influencers. Data were collected from 400 respondents through non-probability purposive sampling, representing individuals familiar with influencer-generated travel content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses and evaluate both measurement and structural models. Results revealed that word of mouth (β = 0.269, p < 0.001), content characteristics (β = 0.152, p < 0.05), consumer trust (β = 0.207, p < 0.05), emotional connection (β = 0.170, p < 0.05), and brand awareness (β = 0.200, p < 0.001) significantly influence consumer perception. In turn, consumer perception strongly predicts purchase intention (β = 0.561, p < 0.001). All five influencer-related factors; word of mouth, content characteristics, trust, emotional connection, and brand awareness significantly influence consumer perception, which in turn strongly predicts purchase intention. Among these, trust, word of mouth, and content quality were found to be the most influential predictors of success. The findings confirm that credible and engaging influencer communication enhances tourists’ perceptions and motivates travel-related purchasing behavior. The study provides actionable insights for tourism marketers and policymakers, emphasizing the importance of authenticity, message quality, and trust-building in influencer collaborations. It also highlights the need for integrating influencer campaigns into broader destination branding strategies. This research contributes theoretically by integrating Social Influence Theory and Source Credibility Theory into a single model. It provides new empirical evidence from an emerging tourism market (Bangladesh), expanding cross-cultural understanding of influencer marketing’s role in shaping consumer behavior in digital tourism.

This study examines the relationship between harmonious CSR and consumer trust in digital advertising. Furthermore, supported by the literature, we address the moderating effect of corporate reputation and alignment with Sustainable Development Goals (SDGs) on the association between sustainable branding and consumer trust and propose sustainable branding as the mediator between harmonious CSR and consumer trust. These identified factors are presented in a conceptual framework, specifically focusing on three dimensions of harmonious CSR: education, community engagement, and livelihood initiatives. The relationships are analysed and validated with Partial Least Squares Structural Equation Modelling (PLS-SEM), finding that CSR actions favourably impact on sustainable branding, thus enhancing consumer trust in digital advertising. The findings support both academic and practical aspects of CSR and branding research. The study provides insights on the precise mechanisms by which harmonious CSR establishes sustainable branding. Furthermore, it demonstrates that aligning with SDGs is a strategic way to favourably influence sustainable branding on consumer trust in digital advertising.

This paper examines the role of artificial intelligence (AI) in improving green marketing strategies to drive sustainable consumer decisions through personalization, transparency, and communication. It bridges the knowledge gap regarding the effects of AI-based systems on consumer trust, perceived usefulness, and purchase intentions, and alleviates technological anxiety, especially in emerging markets such as Pakistan. In a cross-sectional, quantitative design, the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to investigate the direct, mediating, and moderating relationships among AI-driven marketing constructs. The research assessed reliability, validity, and model fit using SmartPLS 4 with 385 respondents with experience with AI-based marketing tools. The findings showed that transparency and green marketing communication using AI is the most significant predictor (R2 = 0.773) of sustainable consumer choice. Consumer trust and perceived usefulness play significant roles in mediating these relationships, whereas technological anxiety does not. The arguments are supported by the findings that AI is a technological and behavioral attacker of encouraging sustainability. The study is an expansion of the Resource-Based View (RBV) and the Technology Acceptance Model (TAM), as it frames AI as an ethical strategic asset that can fill the gap between digital innovation and environmental responsibility, providing practical recommendations on how AI can be used to sustain marketing activities and AI policy development.

This study aims to analyze the influence of brand image and product quality on purchasing decisions with consumer trust as a mediating variable among Belikopi consumers in Yogyakarta City. This study uses a quantitative approach with a purposive sampling technique. Data were collected through distributing questionnaires to 113 respondents who met certain criteria. Data analysis used the Partial Least Squares Structural Equation Modeling (SEM-PLS) method with the help of SmartPLS software version 3.2.9. The results show that brand image and product quality have a positive and significant effect on consumer trust and purchasing decisions. Consumer trust has a positive and significant effect on purchasing decisions and mediates the relationship between brand image and purchasing decisions. However, consumer trust does not significantly mediate the relationship between product quality and purchasing decisions. Keywords: Brand Image, Product Quality, Consumer Trust, Purchase Decision.

Introduction: In the digital era, advertising has undergone a radical transformation. From static billboards and television commercials, brands have shifted toward more dynamic, personalized, and interactive digital advertising strategies. While these techniques offer greater precision and reach, they also pose significant challenges—chief among them, the issue of consumer trust. With concerns over data privacy, ad fraud, and intrusive ad formats, modern consumers often view digital advertisements with skepticism. This research paper explores how digital advertising affects consumer trust, analyzing factors such as transparency, personalization, platform credibility, and privacy concerns. The rapid growth of digital technologies has fundamentally transformed the advertising landscape, reshaping how brands communicate with consumers. Digital advertising, which includes social media ads, search engine marketing, influencer partnerships, video ads, and display banners, offers unprecedented opportunities for targeted and interactive engagement. However, this shift has also introduced new challenges—most notably, concerns around consumer trust. In an age where consumers are increasingly aware of data privacy issues and potential misuse of personal information, trust has become a critical factor influencing the effectiveness of digital advertising. Consumers often encounter a flood of ads daily, many of which collect or rely on sensitive data to deliver personalized content. While personalization can enhance user experience and brand relevance, it can also provoke feelings of intrusion and skepticism. Moreover, the rise of ad fraud, misinformation, and intrusive ad formats further complicates the relationship between brands and consumers. Without trust, digital advertising campaigns risk being ignored, blocked, or actively rejected by audiences. Therefore, understanding the dynamics of consumer trust in digital advertising is vital for marketers, advertisers, and policymakers aiming to create ethical, transparent, and effective advertising strategies. This study explores the factors that influence consumer trust in digital advertising, including transparency, privacy, personalization, ad format, and demographic differences. It aims to provide insights into how brands can foster trust and build sustainable relationships with their digital audiences in an increasingly complex environment.

This paper aims to evaluate the impact of consumer trust on continuance usage intention regarding biometric authentication for digital payment in Ho Chi Minh City, employing an alternative perspective that positions perceived risk as a mediator. Partial Least Squares Structural Equation Modeling was used to analyze data gathered from 313 undergraduate students in the city through personal contacts through a self-administered questionnaire distributed via Google Forms. The findings reinforce previously published results indicating that consumer trust significantly influences the intention to continue using biometric authentication in digital payments. Notably, consumer trust substantially impacts on perceived risk and encourages continued usage, contrasting with the prevailing findings in extant studies. The rise in trust correlates with a heightened interest in comprehending the associated dangers of biometrics. Gen Z raises a demand for risk disclosure, implicitly highlighting that payment providers must prioritize and implement promptly. This research contributes to the existing literature on e-commerce, particularly in the digital payment context, by proposing an interactional model demonstrating the relationship between consumer trust and continuance usage intention, with perceived risk serving as a mediating factor. This study underscores the importance of policymakers and businesses strengthening consumer trust within the digital payment landscape by developing and promoting stricter security regulations concerning biometrics in online transactions. Accordingly, performance risk, time risk and security risks emerge as critical components of perceived risk in evaluating the intention to continue using biometric authentication in digital payments. Therefore, service providers, technicians, and management must prioritize enhancing system performance to prevent disconnections, latency, or diminished responsiveness. Future research should aim to enlarge the sample size of diverse respondents or incorporate additional factors, such as perceived benefits and customer loyalty, thereby providing a more thorough understanding of biometric authentication in online payments.

IntroductionHalal certification has become increasingly important for food producers operating in non-Muslim-majority destinations such as Bali, where Muslim tourism continues to expand. Although numerous studies investigate halal consumption behavior, research examining producers’ intentions to obtain halal certification remains limited. This study extends existing knowledge by integrating halal knowledge and halal awareness into the Theory of Planned Behavior to explain certification intentions among food-sector entrepreneurs.ObjectivesThe study aims to identify and analyze the determinants influencing food producers’ intentions to obtain halal certification in Bali by assessing the roles of attitude, subjective norms, perceived behavioral control, halal knowledge, and halal awareness within an integrated behavioral framework.MethodA quantitative research design was employed, involving 150 food producers selected using non-probability sampling. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling. Measurement and structural models were assessed to evaluate validity, reliability, and the significance of hypothesized relationships.ResultsThe findings show that all five determinants—attitude, subjective norms, perceived behavioral control, halal knowledge, and halal awareness—positively and significantly affect producers’ intentions to obtain halal certification. The model explains 85.9 percent of the variance in intention, demonstrating strong predictive power. The results highlight the combined influence of cognitive, social, and religious factors in shaping certification decisions.ImplicationsThe study provides theoretical contributions by expanding the Theory of Planned Behavior with halal-specific constructs and offers practical insights for policymakers, certification bodies, and industry stakeholders in promoting halal certification through education, technical assistance, and supportive regulatory frameworks.Originality/NoveltyThis research provides a comprehensive behavioral model for understanding halal certification intentions in a minority-Muslim tourism context, offering new insights into how halal knowledge and awareness strengthen producers’ decisions to pursue formal certification.

This study investigates the factors influencing emotional engagement (EE) during events in Sri Lanka, emphasizing their implications for attendee loyalty and satisfaction (ALS). Utilizing a quantitative research design, a sample of 384 participants was collected through purposive sampling and online surveys. The study explores three primary constructs: event-related factors (ERF), attendee-related factors (ARF), and external factors (EF), employing factor analysis and using Partial Least Squares Structural Equation Modeling (PLS-SEM) for hypothesis testing. The findings reveal that event-related factors, attendee-related factors, and external factors positively impact emotional engagement, with emotional engagement significantly affecting attended loyalty and satisfaction. The results highlight the importance of event organization, attendee characteristics, and the broader socio-cultural context in shaping emotional connections at events. This research provides valuable insights for event organizers and stakeholders in the tourism sector, advocating for enhanced emotional engagement strategies to foster loyalty and satisfaction among attendees.

The brand awareness of traditional culinary Small Medium Enterprises (SMEs) in West Java can arise from green marketing initiatives triggered by influencer marketing and company commitment. In this article, we explore the effect of influencer marking and green marketing moderated by consumer trust in influencers on SMEs' brand awareness. The population framework in this study is more than 26,000 traditional culinary SMEs in West Java. The representative sample is 380 based on the calculation. Inferential analysis employed Partial Least Squares Structural Equation Modelling (PLS-SEM). The results find that influencer marketing positively affects both green marketing initiatives and brand awareness. Green marketing initiatives positively influence brand awareness, and consumer trust in influencers enhances brand awareness. Consumer trust in influencers also moderates the effects of both influencer marketing and green marketing initiatives on brand awareness. Additionally, green marketing initiatives mediate the relationship between influencer marketing and brand awareness, serving as a channel through which influencer marketing impacts brand awareness. These findings highlight the importance of influencer marketing, green marketing initiatives, and consumer trust in shaping brand awareness in a sustainable context.

Background: Patient satisfaction is used as an important marker of the quality of medical services. This has an impact on patient loyalty and increases patient retention. Generally, perceptions of the quality of hospital services are based on patients' assessments of the services provided by the hospital, for example the relationship between patients and nurses, doctors and staff. Purpose: To determine factors related to general patient satisfaction. Method: Quantitative research with hypothesis testing without special treatment of subjects during the research period. Data was obtained through a survey of all patients who visited the emergency room at Budi Mulia Bitung Hospital in January 2024, totaling 170 respondents. The sample in this study was taken using a non-probability sampling method with the criteria, being more than 19 years old, cooperative, having a cell phone, and being able to be guided to fill out an online questionnaire. Results: All indicators in each dimension have an outer loading value of &gt;0.7 and an AVE value for satisfaction with doctor services (0.703), emergency staff (0.860), emergency environment (0.656), general patient satisfaction (0.674). Cronbach's alpha and Composite Reliability values for all variables are above 0.7. The R-Square value for the general satisfaction variable is 0.948 and behavioral intention (0.944), so it can be said to be overfit. Based on the t-statistic value, p-value, and path coefficient, all variables in the research model tested are all significant. Conclusion: Satisfaction with physician services, emergency department staff, and emergency department environment are factors that are associated with general patient satisfaction and behavioral intentions. Keywords: Behavioral Intention; Patient Satisfaction; Partial Least Squares Structural Equation Modeling (PLS-SEM) Pendahuluan: Kepuasan pasien digunakan sebagai penanda penting untuk kualitas layanan medis. Hal ini berdampak pada loyalitas pasien dan meningkatkan retensi pasien. Umumnya persepsi kualitas pelayanan rumah sakit didasarkan pada penilaian pasien terhadap pelayanan yang diberikan rumah sakit, misalnya hubungan antara pasien dan perawat, dokter dan staf. Tujuan: Untuk mengetahui faktor-faktor yang berhubungan dengan general satisfaction patient. Metode: Penelitian kuantitatif dengan pengujian hipotesis tanpa perlakuan khusus terhadap subjek selama periode penelitian. Data yang diperoleh melalui survei kepada seluruh pasien yang berkunjung ke IGD RS. Budi Mulia Bitung pada bulan Januari 2024 sebanyak 170 responden. Sampel dalam penelitian ini diambil menggunakan metode non-probability sampling dengan kriteria, sudah berusia lebih dari 19 tahun, kooperatif, memiliki handphone, dan dapat dipandu untuk mengisi kuesioner online. Hasil: Semua indikator pada setiap dimensi memiliki nilai outer loading &gt;0.7 dan nilai AVE physician care satisfaction (0.703), emergency department staff (0.860), emergency department environment (0.656), general satisfaction patient (0.674). Nilai cronbach’s alpha dan composite reliability pada semua variabel telah berada di atas 0.7. Nilai R-Square pada variabel kepuasan umum sebesar 0.948 dan niat berperilaku (0.944), sehingga dapat dikatakan overfit. Berdasarkan nilai t-statistik, nilai-p, dan koefisien jalur seluruh variabel dalam model penelitian yang diuji semuanya signifikan. Simpulan: Physician care satisfaction, emergency department staff, dan emergency department environment merupakan faktor-faktor yang berhubungan dengan general satisfaction patient dan behaviour intention. Kata Kunci: Behavioral Intention; Partial Least Squares Structural Equation Modeling (PLS-SEM); Patient Satisfaction.

Aims: This study aims to examine the impact of lean management practices on organizational competitiveness, with operational performance positioned as a mediating mechanism. Specifically, the study seeks to analyse how lean management practices influence operational performance and how these operational improvements subsequently contribute to enhancing the competitive position of small and medium-sized enterprises (SMEs). Study Design: This study employs a quantitative explanatory research design using a cross-sectional survey approach. The relationships among lean management practices, operational performance, and organizational competitiveness are examined through Partial Least Squares Structural Equation Modeling (PLS-SEM). Place and Duration of Study: The study was conducted among small and medium-sized enterprises located in the Greater Bandung area, Indonesia. Data collection took place between 15 November to 5 December 2025. Methodology: Data were collected from 186 SME owner–managers in Bandung, Indonesia, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement items were adapted from established literature on lean management, operational performance, and competitiveness. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the reliability and validity of the measurement model and to test the proposed structural relationships, including the mediating role of operational performance. Results: The results indicate that lean management practices have a significant positive effect on operational performance. Operational performance, in turn, significantly enhances organizational competitiveness. In addition, lean management practices also exert a direct positive effect on organizational competitiveness. Mediation analysis reveals that operational performance partially mediates the relationship between lean management practices and organizational competitiveness, indicating that the competitive benefits of lean management are achieved primarily through improvements in operational performance. Conclusion: The study concludes that lean management serves as an effective strategic approach for enhancing the competitiveness of SMEs when it is implemented in a manner that strengthens operational performance. The findings underscore the importance of focusing on operational improvements as a key mechanism through which lean management translates into sustainable competitive advantages.

Electronic Word-of-Mouth (eWOM) has become a critical factor influencing consumer decision-making in the digital tourism industry. In Indonesia, the rapid growth of Online Travel Agents (OTAs) has increased competition, making consumer trust and purchase intentions largely dependent on online reviews. This research aims to analyze the effect of eWOM on online hotel booking purchase intentions, focusing on the credibility, quality, and expertise of reviewers as key determinants of consumer trust and behavior. The study adopts the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB) as theoretical frameworks to explain how consumers process online information and make booking decisions. A quantitative approach is employed, using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships between eWOM dimensions and purchase intentions. PLS-SEM is chosen due to its predictive and exploratory capabilities, allowing comprehensive testing of measurement validity, reliability, and structural path coefficients. Data were collected from OTA users in Indonesia through a structured online survey and analyzed to assess convergent and discriminant validity. The findings reveal that information credibility and reviewer expertise significantly enhance consumer trust, which in turn positively influences purchase intentions. Information quality also plays a mediating role in shaping consumer perceptions. These results suggest that OTAs should prioritize strategies that ensure authentic, high-quality reviews to strengthen customer engagement and conversion rates. This study provides theoretical contributions to eWOM and consumer behavior research while offering practical implications for OTAs to improve digital marketing strategies in Indonesia’s competitive tourism sector.

This study aims to investigate the effectiveness of FinTok influencers in preventing online travel scams by enhancing consumer trust, financial literacy, and data privacy concerns. The research examines how these influencers can contribute to improving consumer protection and safety in digital transactions. A survey was conducted with a sample of 250 TikTok users (who actively follow FinTok influencers) and have booked travel online at least once. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS software, the study analyzed the relationships between consumer trust, financial literacy, and data privacy concerns in mitigating exposure to travel scam. PLS-SEM estimations indicate that FinTok influencers play a significant role in building consumer trust and enhancing financial literacy and data privacy concerns, which, in turn, reduce susceptibility to online travel scams. Consumer engagement emerged as a critical mediator, emphasizing the need for influencers to maintain credibility and transparency. Additionally, financial literacy was identified as a key factor in empowering consumers to make informed decisions and avoid travel scams. This study contributes to the literature on digital consumer protection by highlighting the potential of social media influencers in combating online fraud. By focusing on the niche of FinTok, it provides practical insights for organizations seeking to leverage influencers for promoting financial literacy and consumer safety.

During the recent years, a growing number of tourism and hospitality researchers have used partial least squares structural equation modeling in their studies. However, little is known about the application of PLS-SEM in Asian tourism and hospitality research. This chapter was conducted to fill this research gap by assessing to what extent Asian research in tourism and hospitality has followed the guidelines recommended by the most prominent literature on PLS-SEM. Sixty-four partial least squares structural equation modeling studies conducted by Asian researchers and/or on Asian contexts that were published in 66 tourism and hospitality journals from 2000 to the end of February 2017 were systematically reviewed. The results identified some weaknesses in conducting the analysis which should be addressed in future empirical studies. The results of this systematic review provide tourism and hospitality researchers with best practice guidelines for conducting partial least squares structural equation modeling in their studies.

With a global focus on environmental sustainability, hotels worldwide are actively transitioning their services from conventional to eco-friendly practices. This study aims to comprehensively understand the factors that contribute to visitors’ satisfaction in eco-friendly hotels and how this satisfaction influences customers’ future reactions towards such environmentally conscious establishments. Employing the Stimulus-Organism-Response theory, this study collected data from 277 respondents using a robust quantitative research strategy. A combined approach of Partial Least Squares Structural Equation Modeling (PLS-SEM) and Fuzzy-Set Qualitative Comparative Analysis (fsQCA) was employed, to uncover deep insights into visitors’ satisfaction and their reactions towards eco-friendly hotels. The PLS-SEM results reveal significant associations between customers’ satisfaction towards eco-friendly hotel services and service quality, green practices, perceived value, and environmental sensitivity. Moreover, this study highlights a positive correlation between satisfaction and crucial outcomes like revisit intention (RVI), willingness to pay a premium (WTPP), and word-of-mouth intention (WOMI). Complementing these findings, the fsQCA analysis uncovers intricate causal relationships among antecedents that influence customer satisfaction in eco-friendly hotels. By offering critical marketing insights, this study provides guidance for hotels, the tourism industry, and policymakers on attracting customers to eco-friendly hotels, to meet the increasing demands for environmental sustainability.