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All Journal Jurnal Riset Manajemen dan Bisnis Journal of Governance, Taxation, and Auditing International Journal of Multidisciplinary Sciences and Arts
Ketut Winda Pratiwi
Universitas Warmadewa, Indonesia
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Tri Hita Karana as a Basis for Rural Cultural Tourism Marketing Strategy A.A Made Indra Wijaya Kusuma; Putu Ayu Sita Laksmi; Ketut Winda Pratiwi; I Ketut Johny Pramanda Putra; Pande Gde Bagus Naya Primananda
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 3 (2026): International Journal of Multidisciplinary Sciences and Arts, Article July 2026
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i3.7895

Abstract

Culture-oriented tourism plays a vital role in empowering rural economies and safeguarding local wisdom. However, marketing practices in this sector frequently prioritize commercial appeal rather than embodying indigenous cultural values. This study investigates the influence of cultural tourism marketing strategies on rural destination branding, with the Tri Hita Karana (THK) philosophy serving as a mediating variable. Grounded in value-based marketing and cultural sustainability perspectives, this research emphasizes the integration of local wisdom into destination branding as a strategic intangible asset. Data were collected through a structured Likert-scale survey involving 121 tourism stakeholders and community members in Jatiluwih Tourism Village, a UNESCO World Heritage Site in Bali, Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that cultural tourism marketing strategies have a significant positive effect on destination branding. Moreover, Tri Hita Karana values significantly mediate this relationship, indicating that marketing strategies aligned with spiritual harmony (Parhyangan), social cohesion (Pawongan), and environmental balance (Palemahan) strengthen destination brand authenticity and credibility. The results contribute theoretically by extending destination marketing and branding literature through the empirical integration of an indigenous philosophical framework into a structural model. Practically, the findings suggest that rural tourism managers and policymakers should embed cultural and spiritual values into marketing communications to enhance sustainable brand identity, visitor trust, and long-term destination resilience. Overall, this study highlights that culturally grounded marketing strategies are essential for developing authentic and sustainable rural tourism destinations in culturally rich regions.
The Dark Side of Marketing Online Concert Tickets: A Mixed Methods Approach in the Framework of Consumer Protection A.A Made Indra Wijaya Kusuma; I Nyoman Wahyu Ariartha; Kadek Riyan Putra Richadinata; Ketut Winda Pratiwi
Journal of Governance, Taxation and Auditing Vol. 5 No. 1 (2026): Journal of Governance, Taxation and Auditing (July - September 2026)-In Progres
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jogta.v5i1.1995

Abstract

This study aims to analyze the influence of scarcity buying on immediate buying behavior through the mediation of Fear of Missing Out (FOMO) in online concert ticket consumers from a consumer protection perspective. The study used a mixed methods approach with a sequential explanatory design, combining quantitative and qualitative methods. Quantitative data were obtained by distributing questionnaires to 105 respondents who had purchased concert tickets online, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Meanwhile, qualitative data were obtained through in-depth interviews to strengthen the interpretation of empirical results related to digital marketing practices and consumer protection. The results showed that scarcity buying had a positive and significant effect on FOMO and immediate buying behavior. In addition, FOMO was also proven to have a positive effect on immediate buying behavior and was able to mediate the relationship between scarcity buying and immediate buying behavior. These findings indicate that scarcity-based marketing strategies can create psychological pressure that encourages consumers to make quick and impulsive purchases. From a consumer protection perspective, digital marketing practices such as countdown timers, limited stock, and real-time purchase notifications have the potential to create psychological manipulation if not accompanied by adequate information transparency. Therefore, it is necessary to strengthen regulations and supervision of digital marketing practices to ensure that consumer rights remain protected in the digital economy era.
Kesediaan Membayar ‘Organic Food’ pada Mahasiswa Generasi Z di Kota Denpasar A.A Made Indra Wijaya Kusuma; Kadek Riyan Putra Richadinata; Ketut Winda Pratiwi
Jurnal Riset Manajemen dan Bisnis Volume 5, No. 2, Desember 2025 Jurnal Riset Manajemen dan Bisnis (JRMB)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmb.v5i2.7878

Abstract

Abstrak. Penelitian ini bertujuan untuk mengkaji kesediaan membayar (willingness to pay) Generasi Z di Denpasar terhadap makanan organik serta faktor psikologis yang memengaruhinya berdasarkan Theory of Reasoned Action (TRA). Penelitian ini menggunakan pendekatan kuantitatif dengan metode purposive sampling pada 120 mahasiswa Gen Z di Denpasar. Pengukuran variabel menggunakan indikator yang diadopsi dari penelitian terdahulu dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan attitude toward behavior dan subjective norm berpengaruh positif dan signifikan terhadap willingness to pay. Penelitian ini merekomendasikan pelaku usaha makanan organik di Kota Denpasar untuk aktif membentuk sikap positif konsumen melalui edukasi manfaat produk dan citra ramah lingkungan. Strategi pemasaran berbasis pengaruh sosial, seperti testimoni dan dukungan tokoh masyarakat, dinilai efektif memperkuat norma subjektif serta meningkatkan kesediaan membayar lebih. Abstract. This study aims to examine Generation Z's willingness to pay for organic food in Denpasar and the psychological factors that influence it based on the Theory of Reasoned Action (TRA). This study used a quantitative approach with a purposive sampling method on 120 Gen Z students in Denpasar. Variable measurement used indicators adopted from previous studies and analyzed using SEM-PLS. The results showed that attitude toward behavior and subjective norms have a positive and significant effect on willingness to pay. This study recommends that organic food businesses in Denpasar City actively shape positive consumer attitudes through education on product benefits and an environmentally friendly image. Marketing strategies based on social influence, such as testimonials and support from community leaders, are considered effective in strengthening subjective norms and increasing willingness to pay more.
The Influence of Tourist Attractions, Artificial Intelligence (Ai)-Based Digital Marketing Strategies, and Financial Management Accountability on the Success of Tourism Village Development: a Study Of Tourism Village Managers in Denpasar City Ni Putu Ina Trhisnawati Weca; Ni Made Devi Ratnasari; Ketut Winda Pratiwi
Journal of Governance, Taxation and Auditing Vol. 5 No. 1 (2026): Journal of Governance, Taxation and Auditing (July - September 2026)-In Progres
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jogta.v5i1.2052

Abstract

Abstract:This study examines the effects of tourism attractions, Artificial Intelligence (AI)-based digital marketing strategies, and financial management accountability on tourism village development success in Denpasar City. It addresses empirical gaps concerning the effectiveness of AI-enabled marketing in tourism villages and the inconsistent evidence regarding the role of financial accountability. An explanatory quantitative approach with a cross-sectional survey design was applied to 70 tourism village managers. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all three independent variables have positive and statistically significant effects. AI-based digital marketing strategies are the most dominant determinant (β = 0.391; p < 0.001), followed by financial management accountability (β = 0.318; p < 0.001) and tourism attractions (β = 0.230; p = 0.029). The model explains 49.8% of the variance in tourism village development success. These findings indicate that tourism village development in Denpasar City is primarily driven by AI-based digital marketing capabilities, supported by competitive tourism attractions and accountable financial governance. Tourism village managers should therefore integrate digital innovation, participatory governance, and robust financial management systems to promote sustainable economic, social, and institutional development.
Co-Authors A.A Made Indra Wijaya Kusuma A.A Made Indra Wijaya Kusuma I Ketut Johny Pramanda Putra I Nyoman Wahyu Ariartha Kadek Riyan Putra Richadinata Kadek Riyan Putra Richadinata Ni Made Devi Ratnasari Ni Putu Ina Trhisnawati Weca Primananda, Pande Gde Bagus Naya Putu Ayu Sita Laksmi