The influence of content marketing and destination branding on consumer preferences at garland barnville
Main Article Content
Abstract
This study investigates the influence of content marketing and destination branding on consumer preferences at Garland Barnville, a Swiss-themed cafe in Garut. Using a quantitative approach with PLS-SEM on 100 respondents, findings reveal that both content marketing (? = 0.524; p < 0.05) and destination branding (? = 0.391; p < 0.05) significantly and positively affect consumer preferences, with an overall explanatory power of 75.4%. These results indicate that consumer attraction shaped not only by product quality but also by visual narratives and destination identity, thereby reinforcing the relevance of the “experience economy” perspective. Theoretically, this study contributes to the literature by extending destination branding and content marketing research into the thematic cafe sector, an area underexplored compared to mainstream tourism. Practically, the findings provide implications for managers, emphasizing the need to balance aesthetic storytelling with core product quality to ensure sustainable competitiveness and repeat visits
Downloads
Download data is not yet available.
Article Details
How to Cite
Arifah, I. H. ., Ramdhani, A. and Muharam, H. . (2025) “The influence of content marketing and destination branding on consumer preferences at garland barnville”, Jurnal Mantik, 9(2), pp. 534-544. doi: 10.35335/mantik.v8i6.6475.
References
Abashidze, I. (2024). Destination Branding For Gaining A Competitive Edge In The Global Tourism Landscape: Insights And Prospects Of The Georgian Case. Innovative Economics and Management, 11(3), 47–58. https://doi.org/10.46361/2449-2604.11.3.2024.47-58
Akhirin, Z., Wijaya, E., & Putra, I. U. (2023). Pengaruh Dimensi Kualitas Pelayanan Terhadap Kepuasan Masyarakat Pada Kantor Desa Padang Genting Kecamatan Seluma Selatan. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 11(2). https://doi.org/10.37676/ekombis.v11i2.4273
Alamayreh, E. M., Fadhil, K., & Issam, N. (2025). Building Brand Trust through Content: How Social Media Marketing Influences Muslim Consumers’ Purchasing Decisions. Journal of Posthumanism, 5(7), 929–936. https://doi.org/10.63332/joph.v5i7.2861
Ali Akbar Husein, & Dwi Asri Siti Ambarwati. (2025). The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products. Harmony Management: International Journal of Management Science and Business, 2(2), 107–115. https://doi.org/10.70062/harmonymanagement.v2i2.239
Armstrong, G., & Kotler, P. (2021). Marketing: An Introduction (17th ed.). Pearson.
Asan, J., Rahman, A., & Rachmawati, I. K. (2024). Pengaruh Kualitas Layanan, Harga Dan Promosi Terhadap Keputusan Pembelian Mobil Bekas Pada Showroom Ud. Prima Mobil Malang. Jurnal Ilmiah Riset Aplikasi Manajemen. https://api.semanticscholar.org/CorpusID:268949574
Chen, J.-L., & Indrianti, F. Y. (2022). The Influence of Destination Branding and Tourism Security on Revisit Intention during Covid-19 in Uluwatu Temple, Bali, Indonesia. International Journal of Business and Management, 17(3), 34. https://doi.org/10.5539/ijbm.v17n3p34
Desita, W., & Gusti Ayu Ketut Rencana Sari Dewi. (2022). Pengaruh Persepsi Kemanfaatan, Persepsi Kemudahan Penggunaan, Persepsi Risiko, Promosi dan Fitur Layanan Terhadap Minat Menggunakan Transaksi Non Cash Pada Aplikasi Dompet Elektronik (E-Wallet). Jurnal Akuntansi Profesi, 13(1 SE-Articles), 115–124. https://ejournal.undiksha.ac.id/index.php/JAP/article/view/34881
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Jirojkul, S., Pongsakornrungsilp, S., Pianroj, N., Chaiyakot, P., Mia, S., Masst, T., & Techato, K. (2021). The Effect of Mindset on Tourist Behaviour and Mindful Consumption in a Community Enterprise in Krabi, Thailand. TEM Journal, 1082–1091. https://doi.org/10.18421/TEM103-11
Joko Prabowo, A., & Desi Harsoyo, T. (2023). Pengaruh Viral Marketing, Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Produk Es Teh Indonesia. CITACONOMIA?: Economic and Business Studies, 2(02), 60–80. https://doi.org/10.63922/citaconomia.v2i02.406
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
Listania, & Zulfahmi, A. (2023). Pengaruh Digital Marketing Dan Promosi Terhadap keputusan Pembelian di Toko BEAU Jatibening Bekasi. Jurnal Manajemen Bisnis Tri Bhakti, 2(1).
Nurazizah, A., Sadono, T. P., & Palupi, M. F. T. (2025). The Influence of Content Marketing on Brand Image Through Customer Engagement. CONVERSE Journal Communication Science, 2(1), 11. https://doi.org/10.47134/converse.v2i1.4265
Open Data Jabar. (2025). Jumlah Industri KBLI 10 (Industri Makanan) pada Sistem Informasi Industri Nasional (SIINas) Berdasarkan Kabupaten/Kota di Jawa Barat. https://opendata.jabarprov.go.id/id/dataset/jumlah-industri-kbli-10-industri-makanan-pada-sistem-informasi-industri-nasional-siinas-berdasarkan-kabupatenkota-di-jawa-barat
Pine, B. J. I., & Gilmore, J. . (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105.
Ralph Ian Jake P. Araña, & Dr. Teresita Q. Adriano. (2025). The Destination Branding Identity Of Soccsksargen Local Government Units In Southern Philippines: A Multiple Case Study. EPRA International Journal of Multidisciplinary Research (IJMR), 92–100. https://doi.org/10.36713/epra20472
Ramayah, T., Cheah, J.-H., Chuah, F., Ting, H., & Memon, M. (2018). Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0: An Updated and Practical Guide to Statistical Analysis.
Razak, M. I., Taan, H., & Niode, I. Y. (2024). Pengaruh Digital Marketing terhadap Keputusan Pembelian melalui Brand Awareness pada McDonald’s Gorontalo. CENDEKIA?: Jurnal Penelitian Dan Pengkajian Ilmiah, 1(6 SE-Articles), 291–304. https://doi.org/10.62335/9kzpkp07
Rika Hubbina, Agustina Mutia, & Marissa Putriana. (2023). Pengaruh Digital Marketing, Desain Produk, dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Distro Kedai Oblong Jambi). Journal of Student Research, 1(5 SE-Articles), 459–475. https://doi.org/10.55606/jsr.v1i5.1768
Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing & Management, 17, 100453. https://doi.org/10.1016/j.jdmm.2020.100453
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
Sekaran, U., & Bougie, R. (2019). Research Methods for Business: A Skill Building Approach. John Wiley & Sons.
Septiani, S., & Arini, E. (2024). The Influence Of Brand Awareness, Content Marketing, And Product Innovation On Purchase Decisions For Mixue Ice Cream Products In The West Circle Of Bengkulu City. Journal of Indonesian Management, 4(1). https://doi.org/10.53697/jim.v4i1.1626
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D (4th ed.). Alfabeta.
Wiedmann, T., Chen, G., Owen, A., Lenzen, M., Doust, M., Barrett, J., & Steele, K. (2021). Three?scope carbon emission inventories of global cities. Journal of Industrial Ecology, 25(3), 735–750. https://doi.org/10.1111/jiec.13063
Zambrano, L. M. V., & Calderón, J. E. Q. (2025). Content Marketing Of Sports Activities As A Tourist Influence In The Sucre Destination. In Integrated Horizons: Dialogues Across Disciplines. Seven Editora. https://doi.org/10.56238/sevened2025.026-028
Zhu, H. (2025). Research on Innovative Marketing Strategies of Tourism Destination Brands under the Background of Cultural Tourism Integration. SHS Web of Conferences, 213, 02025. https://doi.org/10.1051/shsconf/202521302025
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.