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All Journal Jurnal Pengolahan Hasil Perikanan Indonesia ILMU KELAUTAN: Indonesian Journal of Marine Sciences Saintek Perikanan : Indonesian Journal of Fisheries Science and Technology Jurnal Pengolahan dan Bioteknologi Hasil Perikanan Journal of Marine Research Jurnal Kelautan Tropis Jurnal Ilmu Pangan dan Hasil Pertanian Squalen Bulletin of Marine and Fisheries Postharvest and Biotechnology Jurnal Perikanan Universitas Gadjah Mada Jurnal Kelautan dan Perikanan Terapan (JKPT) Jurnal Pascapanen dan Bioteknologi Kelautan dan Perikanan Journal of Aquaculture and Fish Health Jurnal Mutu Pangan : Indonesian Journal of Food Quality Jurnal Ilmu dan Teknologi Perikanan Depik Jurnal Ilmu-Ilmu Perairan, Pesisir dan Perikanan Jurnal Pengabdian Nasional (JPN) Indonesia Depik Jurnal Ilmu-Ilmu Perairan, Pesisir, dan Perikanan Economic Education Analysis Journal Dinamika Pendidikan
Eko Nurcahya Dewi
Program Studi Teknologi Hasil Perikanan, Jurusan Perikanan, Fakultas Perikanan dan Ilmu Kelautan, Universitas Diponegoro
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Immunology & microbiology Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Economic Education Analysis Journal

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The Influence of Sustainable Marketing on Gen Z Users' Value Perception, Image, and Intention at Sports Events Baswara, Satsya Yoga; Widhiastuti, Ratieh; Rahayu, Tandiyo; Dewi, Eko Nurcahya; Saefullah, Muhamad Rekhan; Ni’am, Sufa’Ah Hurumun
Economic Education Analysis Journal Vol. 13 No. 3 (2024): Economic Education Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/6z93yj37

Abstract

The recent upsurge in sporting events has instigated a positive shift in the habits of Generation Z, placing a strong emphasis on embracing a healthy lifestyle through sports while also prioritizing other aspects of life. This comprehensive study delves into the impact of sustainable marketing activities (SMA) on the perceived value and self-image associated with sporting events, as well as its influence on the intention of Gen Z individuals to actively participate in these events (Sports User Behavioral Intention/SUBI). Given the paramount importance of sustainability in organizing sporting events, this study aims to uncover effective strategies for marketing these events to appeal to a wider user base, both in digital and non-digital realms. Through comprehensive data collection via questionnaires and rigorous analysis using the PLS (Partial Least Squares) method, we anticipate elucidating the intricate relationship between SMA, sports event image, perceived value, and sports user intention. Additionally, we seek to explore the mediating role of perceived value and event description in this dynamic relationship. The results of this study hold the potential to revolutionize sustainable marketing for sports events and carry profound implications for event management and sustainability. By identifying limitations and opportunities for future research, this study paves the way for further advancements in this vital field.
Co-Authors - Sumardianto Agung Pratomo Agus Trianto Agustin, Dhita Widya Dyah Ahmad Fajar Ahmad Zakki Zulkarnain, Ahmad Zakki Ali, Noor Faqih Udin Amaliyah, Dhifah Andini, Lucky Anggraeni, Novia Antonius Budi Susanto apri dwi anggo Arifin Heraedi Arnyta Restu Pratiwi, Arnyta Restu Bani Chandra Mahardika Baswara, Satsya Yoga Bidari Mara Dewi Bobby Septian Sipayung, Bobby Septian Candra Tama S.A. Darmawan Darmawan Delianis Pringgenies Diana Nur Afifah, Diana Nur Diana Rachmawati Dolorosa, Roger G. Eko Susanto Fahmi, Ahmad Suheli Fathurrohman, Muhammad Dwilian Hafni Rahmawati Hapsoro, Mahadika Tjiptaning Himam, M. Iqbal Ima Wijayanti Irma Sundari Johannes Hutabarat Laras Rianingsih Ma'ruf, Widodo Farid Marfuah, Isnaini Matanjun, Patricia Mega Kharisma, Mega Mulyandari, Nunik Mulyani, Dian Rakhmawati N. Nazaruddin Nadia Bella Falistin, Nadia Bella Napitupulu, Romauli Juliana Niam, Sufa'ah Hurumun Niam, Sufa’ah Hurumun Ni’am, Sufa’Ah Hurumun Nugroho, Happy Is Nur Mulia Megawati Nurasih, Nok Ayu Nuryanti, Afifah Fitri Patricia, Angelina Sherly Nur Pramitha Nurma Deviyanti, Pramitha Nurma Purnamayati, Lukita Putra, Hakan Furqon Sukmana Putri Wening Ratrinia Putut Har Riyadi Ratieh Widhiastuti Ratna Ibrahim Rejeki, Sri Untari Puji Retno Ayu Kurniasih Romadhon Romadhon Rosiska Lutfiyanti RR. Ella Evrita Hestiandari Saefullah, Muhamad Rekhan Saputro, Benediktus Wahyu Sari, Berliana Luckyta Setyo Adi Nugroho sigit winarno Sri Rejeki Stevy Imelda Murniati Wodi Suita, Reka Vemberiana Sumardianto - Syahputra, Jasnur Tandiyo Rahayu Titik Susilowati Tri Winarni Agustini Tsaniya, Aulia Rahmawati Ulfah Amalia Utari, Kurnia Suci Tri Widodo Farid Ma’ruf Windarto, Seto Wulansari, Devi Y.S. Darmanto YS Darmanto Yuliani Yuliani Yulisa Meiriza, Yulisa Yuniar, Aldila Wulan Zulfitriani Zulfitriani