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All Journal Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA) The Asia Pacific Journal Of Management Studies ABDIKARYA: Jurnal Pengabdian dan Pemberdayaan Masyarakat International Journal of Travel, Hospitality and Events Jurnal Pengabdian Pada Masyarakat Jurnal Manajemen Retail Prosiding Amal Insani Foundation
Kurnianingsih, Asih
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Public Relations Communication Strategy in Building the Image of an Environmentally Friendly Hotel: an Analysis of Greenotel Cilegon Rina Fitriana; Jaiz, Muhammad; Nina Yuliana; Kurnianingsih, Asih; Rini, Nuryadina Augus
International Journal of Travel, Hospitality and Events Vol. 5 No. 1 (2026): International Journal of Travel, Hospitality and Events
Publisher : The Postgraduate School of Tourism Sahid Polytechnic

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56743/ijothe.v5i1.744

Abstract

The increasingly competitive hospitality industry encourages each hotel to build strong differentiation, including through the formation of a brand image relevant to sustainable values. Greenotel Cilegon as a three-star hotel carries an environmentally friendly (go green) concept in the middle of the industrial area of ​​Cilegon City, thus requiring an effective Public Relations communication strategy to strengthen this image. This study aims to analyze the Public Relations communication strategy in shaping the image of an environmentally friendly hotel at Greenotel Cilegon. Using a qualitative approach with a case study method, data was obtained through in-depth interviews, field observations, and documentation, then analyzed through the process of data reduction, data presentation, and drawing conclusions. Information Integration Theory is used as a foundation in understanding the process of forming public perception. The results show that Greenotel Cilegon's Public Relations communication strategy is carried out through consistent social media content management, publication of environmentally oriented activities, utilization of travel e-commerce platforms, and the creation of hotel space experiences that highlight sustainable values ​​through recycled material designs. This strategy is proven to strengthen brand associations related to the uniqueness of the go green concept, natural aesthetic values, and commitment to the environment, thus supporting the formation of a positive image in the public mind. This study confirms that the success of an eco-friendly hotel image is determined by the consistency of communication messages and the alignment between symbolic communication and the real experiences received by visitors
The Influence of Ease of Use, Hedonic Value, and Utilitarian Value on Purchase Intention in Social Commerce Kurnianingsih, Asih; Tannady, Hendy; Indradewa, Rhian; Deka Sofia, Regina
Prosiding Amal Insani Foundation Vol. 3 (2026): PROSIDING INTERNASIONAL
Publisher : Amal Insani Foundation

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Abstract

The rapid development of social commerce has transformed online shopping from merely a functional transaction into an immersive social experience. This study aims to examine the influence of ease of use on purchase intention through a dual-path mechanism involving hedonic value and utilitarian value. Using a quantitative explanatory approach, data were collected through an online questionnaire distributed to 150 social commerce users in Indonesia, selected using purposive sampling techniques. Data analysis was conducted using Structural Equation Modelling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that four hypotheses were accepted while one hypothesis was rejected. Ease of use was found to have a positive and significant effect on hedonic value and purchase intention, but no significant effect on utilitarian value. Meanwhile, both hedonic value and utilitarian value positively and significantly influenced purchase intention. Furthermore, the indirect effect test confirmed the strong mediating role of hedonic value in the relationship between ease of use and purchase intention. These findings highlight that technological convenience serves as a key driver that should be transformed into emotional satisfaction and functional benefits to convert user visits into transactions. Therefore, platform developers are encouraged to synchronise navigation simplicity with interactive features to create a shopping ecosystem that is both enjoyable and efficient.
Co-Authors Adriansyah, Jeffry Haerani, Anggi Hendy Tannady Jaiz, Muhammad Nina Yuliana Noviani, Lona Nuraisiah, Rohaelis Nurliana, Lia Permana, Fransisco Toebagus Dias Regina Deka Sofia Rhian Indradewa Rina Fitriana Rini, Nuryadina Augus Rizal Zulkarnain, Rizal Salim, M.Derry Emil Syafrizal, Sutan Yani, Najla Putri Yopita, Linda Yulaikah Yulaikah, Yulaikah