<![CDATA[This study examines the relationship between knowledge of traditional Moke beverage and social control with alcohol consumption behavior among youth in Kupang City, where Moke , a distilled palm sap beverage central to East Nusa Tenggara (NTT) culture has shifted from ritual contexts to unregulated recreational practice. A quantitative descriptive-correlational cross-sectional design was employed with 100 respondents aged 17 – 30 years selected through purposive sampling. Data were collected using a validated 35-item Likert scale questionnaire. Assumptions of normality, linearity, and homogeneity were confirmed prior to analysis. Moke knowledge showed a significant weak positive relationship with consumption behavior (r = 0.228; p = 0.023), indicating that cultural familiarity with Moke reinforces rather than restrains consumption. Social control demonstrated a significant moderate negative relationship (r = 0.536; p = 0.000), with the belief dimension scoring lowest, reflecting erosion of internalized normative values due to urbanization. Simultaneously, both variables explained 35.2% of the variance in consumption behavior (R = 0.593; F = 26.362; p = 0.000). Effective intervention must integrate normative value internalization with community-based social control reinforcement, particularly revitalizing customary institutions and family supervision.]]>
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