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All Journal Journal of Environment and Sustainability Education Ulil Albab
Kadek Dwi Cahaya Putra
Politeknik Negeri Bali, Indonesia
Religion Humanities Chemistry Economics, Econometrics & Finance Education Environmental Science Physics Social Sciences Other

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Keputusan Pembelian Generasi Z pada TikTok: Peran Voucher TikTok, Kemudahan Klaim, dan Persepsi Harga Ni Kadek Prima Maya Arthati; Kadek Dwi Cahaya Putra; Muayyad Muayyad
ULIL ALBAB : Jurnal Ilmiah Multidisiplin Vol. 5 No. 9: Agustus 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jim.v5i9.19071

Abstract

Perkembangan pesat platform media sosial, khususnya TikTok, telah mentransformasi strategi pemasaran digital pada sektor kuliner dan memengaruhi pola pengambilan keputusan pembelian konsumen Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh voucher TikTok, kemudahan klaim, dan persepsi harga terhadap keputusan pembelian Generasi Z pada usaha makanan di Kecamatan Kuta Selatan, Kabupaten Badung, Bali. Pendekatan kuantitatif asosiatif diterapkan dengan teknik purposive sampling terhadap 120 responden, pengumpulan data melalui kuesioner berskala Likert, serta analisis regresi linier berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa voucher TikTok, kemudahan klaim, dan persepsi harga masing-masing berpengaruh positif dan signifikan secara parsial terhadap keputusan pembelian, dengan persepsi harga sebagai variabel paling dominan (β = 0,415; t = 5,060; sig. <0,001). Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian, dengan Adjusted R² sebesar 0,366. Temuan ini memperkuat relevansi teori Stimulus-Organism-Response (S-O-R), Technology Acceptance Model (TAM), dan Expectancy Value Model (EVM) dalam konteks pemasaran digital berbasis platform media sosial, sekaligus memberikan implikasi strategis bagi pelaku usaha kuliner dalam merancang program promosi digital yang efektif dan berorientasi pada segmen Generasi Z.
Determinants of green tourism literacy and pro-environmental behavioral intention: A mediation and multi-group analysis I Made Widiantara; Kadek Dwi Cahaya Putra; Gede Sedana Wibawa Yasa; Ni Putu Lianda Ayu Puspita; Ni Wayan Wisswani; I Wayan Jondra
Journal of Environment and Sustainability Education Vol. 4 No. 3 (2026)
Publisher : Education and Development Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62672/joease.v4i3.310

Abstract

This study examines how three contextual predictors environmental educative communication (EEC), environmental attitude (EA), and institutional commitment (IC) are associated with green tourism literacy (GTL) and pro-environmental behavioral intention (PEBI) among the academic community of Politeknik Negeri Bali (PNB). The primary objectives are to test predictor–outcome associations, examine the mediating role of GTL, and explore subgroup differences. A quantitative cross-sectional survey was administered to 374 respondents (252 students, 90 lecturers, 32 administrative staff) selected through purposive sampling with proportional coverage across departments. Partial least squares structural equation modeling (PLS-SEM) with 5,000 bootstrap subsamples was used to estimate the model; mediation was assessed via bootstrapped indirect effects; and multi-group analysis (MGA) was conducted as an exploratory subgroup examination with Bonferroni correction for multiple testing. Results indicate that EA is the strongest correlate of GTL (β = 0.433) and GTL is the strongest correlate of PEBI (β = 0.442). Indirect-only mediation was observed for EEC→PEBI and IC→PEBI, while complementary mediation was observed for EA→PEBI. The model explained 63.1% of GTL variance and 71.8% of PEBI variance. After Bonferroni correction, none of the 21 subgroup comparisons reached statistical significance, though one raw-p difference (EEC→PEBI: students vs lecturers) merits exploratory attention. Findings suggest that GTL functions as a central cognitive mechanism linking contextual factors to behavioral intention, with implications for differentiated environmental communication strategies in vocational tourism higher education, tempered by the cross-sectional, single-institution design.
Co-Authors Gede Sedana Wibawa Yasa I Made Widiantara I Wayan Jondra Muayyad Muayyad Ni Kadek Prima Maya Arthati Ni Putu Lianda Ayu Puspita Ni Wayan Wisswani