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The Effect Of Digital Financial Literacy And Financial Capability Of The Financial Well-Being Of Digital Saving Users (Case Study On Generation Z In Denpasar City) Ni Kadek Rista Permata Dewi; Ketut Vini Elfarosa; Gede Sedana Wibawa Yasa
eCo-Buss Vol. 9 No. 1 (2026): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v9i1.3995

Abstract

The objective of this research is to determine the influence of Digital Financial Literacy (DFL) and Financial Capability (FC) on the Financial Well-being (FWB) of Generation Z digital saving users in Denpasar City. A quantitative method is used in this research using survey techniques with purposive sampling technique. Data were gathered through the Likert scale 1-5 questionnaire and analyzed using multiple linear regression. Based on the results, it is found that DFL and FC have a positive and significat effect on FWB with the value of the coefficient of determination obtained is 50.4%. These results affirm that improving the financial well-being of Generation Z requires strengthening DFL and FC in an integrated manner. This research expected to be a source for digital saving platforms, the Financial Services Authority, and educational institutions in designing literacy interventions and financial capabilities that are right on target for Generation Z in Denpasar City.
Analisis Program Direct Marketing terhadap Tingkat Hunian Kamar (Room Occupancy) di Sthala, A Tribute Portfolio Hotel, Ubud, Bali Diyah Ayu Ningtyas; I Ketut Santra; Gede Sedana Wibawa Yasa
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 4 (2025): Desember OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i4.7810

Abstract

This study aims to determine the effectiveness of the Direct Marketing program, specifically Face-to-face Selling, Telemarketing, and Catalogue Marketing, on room occupancy rates at Sthala, a Tribute Portfolio Hotel, Ubud, Bali. Although the Direct Marketing program has been intensively implemented, data shows fluctuations in room occupancy rates in certain months. This raises questions about the effectiveness of the direct marketing program in attracting potential guests and maintaining stable room occupancy rates. This study uses a quantitative approach with descriptive statistics methods. Primary data were collected by distributing questionnaires to 100 respondents selected using a simple random sampling technique. In addition to questionnaires, data collection was also carried out through observation, interviews, documentation, and literature studies. All collected data were analyzed using SPSS version 29 software to test the influence of each variable partially or simultaneously on room occupancy rates. The analysis results show that the three Direct Marketing variables—namely Face-to-face Selling, Telemarketing, and Catalogue Marketing—both partially and simultaneously have a positive and significant influence on room occupancy rates. Among these three variables, face-to-face selling proved to be the most dominant variable in influencing room occupancy rates. These findings indicate that a direct, face-to-face approach remains the most effective marketing strategy in creating emotional connections with customers, building trust, and driving purchasing decisions. Thus, this study emphasizes the importance of implementing a sustainable and integrated direct marketing strategy in efforts to increase room occupancy rates, and provides input for hotel management in developing more effective and efficient marketing policies.
Co-Authors A. A. Ayu Mirah Kencanawati Anak Agung Raka Sitawati Diyah Ayu Ningtyas I Gusti Ngurah Sanjaya I Ketut Santra I Ketut Yasa I Made Pebri Asmara* I Nyoman Suka Sanjaya I Putu Okta Priyana I Wayan Gangga Sulaksana I Wayan Siwantara IDA BAGUS DANANJAYA Kadek Dwi Cahaya Putra Ketut Vini Elfarosa Ni Kadek Mita Dewi Ni Kadek Rista Permata Dewi Ni Ketut Vini Elfarosa Ni Luh Made Wijayati NI LUH PUTU SELLYNA APRILIANI DANISA PUTRI Ni Made Kariati Ni Putu Rita Sintadevi Putra Yudistira, Cokorda Gede Putu Sandra Putri Astariani Sagung Mas Suryaniadi Saputra, Upayana Wiguna Eka