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All Journal Journal of Sustainable Tourism and Entrepreneurship Jurnal Penyuuhan dan Pemberdayaan Masyarakat (JPPM)
Ayi Muhiban
Universitas Nasional Pasim, Bandung, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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The Effect of Paylater Use on Consumer Decisions in Purchasing Travel Packages Fardhoni Fardhoni; Ayi Muhiban; Andinna Ananda Yusuff; Nining Latianingsih; Dede Yusuf Maulana
Journal of Sustainable Tourism and Entrepreneurship Vol. 7 No. 3 (2026): March
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v7i3.3982

Abstract

Purpose: This study examines the influence of the PayLater feature on consumer decisions when purchasing travel packages. This study addresses the limited empirical research on BNPL usage in the tourism sector and adopts the Technology Acceptance Model (TAM) to explain consumer behavior regarding digital payment adoption. Research Methodology: A quantitative associative approach was employed using a sample of 100 active users of Online Travel Agent (OTA) platforms in Jakarta, Bandung, Purwakarta, and Cirebon. Respondents were selected through purposive sampling based on their experience with PayLater services. Data were analyzed using validity and reliability tests, classical assumption testing, and simple linear regression analysis with the assistance of SPSS software to evaluate the effect of PayLater usage on purchasing decisions. Results: The Paylater feature positively and significantly affected purchasing decisions. The availability of instant credit access and the perceived benefits of fintech services enhance consumer confidence and reduce financial and psychological barriers to spending. The regression results show that PayLater usage explains 46.8% of the variation in purchasing decisions. Conclusions: PayLater facilitates the transformation of purchase intention into actual transactions, especially for high-value travel products, thereby strengthening digital consumer behavior. Limitations: This study focused only on Indonesian OTA users and did not incorporate psychological or social influencing factors. Contributions: This study extends contemporary applications of the Technology Acceptance Model by providing empirical evidence of the relationship between PayLater usage and travel package purchasing decisions, offering practical insights for improving digital payment services and tourism marketing strategies.
Strategi Green Marketing Destinasi Ekowisata Kampung Gandrung Febriyan Muliany; Cepi Saepuloh; Ayi Muhiban; Bagus Arya Kusuma
Jurnal Penyuluhan dan Pemberdayaan Masyarakat Vol. 4 No. 3 (2025): Jurnal Penyuluhan dan Pemberdayaan Masyarakat (September)
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jppm.v4i3.1687

Abstract

Pariwisata berkelanjutan memerlukan strategi pemasaran yang mampu meningkatkan daya tarik destinasi sekaligus menjaga kelestarian lingkungan. Kampung Gandrung merupakan salah satu destinasi ekowisata yang memiliki potensi alam dan budaya lokal, namun menghadapi tantangan dalam promosi dan pengelolaan yang ramah lingkungan. Kegiatan ini bertujuan untuk menerapkan strategi green marketing melalui pendekatan partisipatif dengan sasaran utama ibu-ibu rumah tangga. Kegiatan dilaksanakan pada 18 Agustus hingga 12 September 2025 dengan metode sosialisasi, workshop praktik, dan pendampingan lapangan, yang dipandu oleh narasumber dari Forum Komunikasi Dosen (FKD). Hasil kegiatan menunjukkan partisipasi aktif masyarakat dalam diskusi dan praktik green marketing, termasuk pembuatan konten promosi digital dan pengelolaan sampah. Evaluasi menunjukkan kesadaran masyarakat terhadap perubahan lingkungan serta keterlibatan mereka dalam pelestarian alam dan budaya lokal. Simpulan dari kegiatan ini menegaskan bahwa strategi green marketing efektif untuk mendukung keberlanjutan ekowisata, sementara saran menekankan perlunya pelatihan lanjutan, monitoring, dan jejaring dengan lembaga lain untuk memperkuat praktik ramah lingkungan.
Co-Authors Andinna Ananda Yusuff Bagus Arya Kusuma Cepi Saepuloh Dede Yusuf Maulana Fardhoni Fardhoni Febriyan Muliany Nining Latianingsih