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All Journal Target : Jurnal Manajemen Bisnis ADMA: Jurnal Pengabdian dan Pemberdayaan Masyarakat
Siti Soraya
Universitas Bumigora, Mataram, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Nursing Social Sciences Other

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Keberlanjutan Budaya dan Keterlibatan Pelanggan pada Hotel Ramah Lingkungan Baiq Candra Herawati; Handry Sudiartha Athar; Arwin Yafi Rahmatullah; Siti Soraya; Erwin Suhendra
Target : Jurnal Manajemen Bisnis Vol. 8 No. 1 (2026): Target : Jurnal Manajemen Bisnis
Publisher : Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/target.v8i1.6362

Abstract

This study examines how perceived cultural sustainability explains green customer engagement ineco-friendly hotels by considering green brand love and cultural identity strength. The study addresses the need for a culturally grounded explanation of green hospitality engagement in island destinations where environmental practices intersect with local culture and identity. A quantitative explanatory design was applied to domestic tourists who had experienced eco-friendly hotel services in Bali, West Nusa Tenggara, and East Nusa Tenggara. Using purposive sampling, 300 valid responses were analyzed. The constructs were measured using seven-point Likert scales, and the data were analyzed using a two- stage CB-SEM procedure with AMOS. Confirmatory factor analysis was used to assess the measurement model, while path analysis with mean-centered interaction terms was used to test direct, mediating, and moderating effects. The findings show that perceived cultural sustainability has a significant direct effect on green customer engagement but does not significantly influence green brand love. Green brand love strongly influences green customer engagement, indicating that emotional attachment remains an important driver of engagement. The mediation effect of green brand love is therefore not the main mechanism linking perceived cultural sustainability and green customer engagement. However, cultural identity strength significantly strengthens the relationship between perceived cultural sustainability and green brand love. This study contributes by showing that cultural sustainability shapes engagement more directly, while cultural identity helps transform cultural sustainability cues into brand affection.
Smart And Clean Generation Advokasi Hukum dan Kampanye Digital Anti Korupsi di Era Gen-Z Saparudin Efendi; Imam Alfurqan; Ana Rahmatyar; Suntarajaya Kwangtama Tekayadi; Siti Soraya
ADMA : Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol. 7 No. 1 (2026): ADMA: Jurnal Pengabdian dan Pemberdayaan Mayarakat
Publisher : LPPM Universitas Bumigora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30812/adma.v7i1.5896

Abstract

Kegiatan pengabdian masyarakat ini berfokus pada penguatan literasi hukum dan kampanye digital antikorupsi di kalangan Generasi Z sebagai upaya membentuk Smart and Clean Generation. Program ini dilatarbelakangi oleh meningkatnya kasus korupsi di Indonesia, termasuk yang melibatkan generasi muda, serta pesatnya perkembangan teknologi digital yang memengaruhi perilaku sosial. Melalui pendekatan partisipatif-edukatif, kegiatan dilaksanakan dalam tiga tahap: persiapan, pelaksanaan, dan evaluasi. Pelaksanaan kegiatan dilakukan melalui advokasi hukum, diskusi interaktif, serta pelatihan kampanye digital dengan memanfaatkan media sosial sebagai sarana penyebaran nilai integritas dan antikorupsi. Hasil kegiatan menunjukkan peningkatan kesadaran peserta terhadap pentingnya nilai kejujuran, tanggung jawab, dan keberanian dalam menolak praktik korupsi, serta kemampuan mereka dalam menciptakan konten digital yang edukatif dan inspiratif. Program ini membuktikan bahwa sinergi antara pendidikan hukum dan kampanye digital dapat menjadi strategi efektif dalam membangun budaya antikorupsi di era Revolusi Industri 5.0. Generasi Z diharapkan mampu menjadi agen perubahan (agent of change) yang memadukan kecerdasan digital dengan integritas moral menuju Indonesia yang bersih dan berkeadilan.
Co-Authors Ana Rahmatyar Arwin Yafi Rahmatullah Baiq Candra Herawati Erwin Suhendra Handry Sudiartha Athar Imam Alfurqan Saparudin Efendi Suntarajaya Kwangtama Tekayadi