Publication Search

The prevalence of stunting globally in 2021 reached 171 million to 314 million. In Indonesia, the results of the Indonesian Nutritional Status Survey (SSGI) showed that the stunting rate in 2019 was 27.7%, in 2021 it was 24.4%, and in 2022 it was 21.4%. Child stunting is a health concern in Indonesia. Causes of stunting in children include poor nutrition, low exclusive breastfeeding rates, low birth weight (LBW), and maternal factors in providing nutrition from pregnancy to 59 months of age. Research reports that stunting is influenced by parents' lack of knowledge about balanced nutrition. Knowledge plays a vital role in the life and development of individuals and society.Purpose This study aims to determine the relationship between maternal knowledge about balanced nutrition and the incidence of stunting in toddlers in the Jambu Village area, Mlonggo District, Jepara City. Method This research is a quantitative correlational study with a cross-sectional design. The population in this study were mothers with toddlers in the Jambu Village area, Mlonggo District. The sampling technique used total sampling to obtain a sample of 34 respondents. Measurement of the level of knowledge of nutritional balance by providing questions with multiple choices of true and false and for stunting using Microtois and Anthropometric Table. Data processing using SPSS with a computer using the Spearman Rho statistical test.The results of the study showed that the majority of respondents had good nutritional balance knowledge, amounting to 16 (47.1%), while 17 (50.0%) respondents did not experience stunting.There is a relationship between maternal knowledge about balanced nutrition and the incidence of stunting in toddlers in Jambu Village, Mlonggo District, Jepara Regency.

This study investigates the influence of attraction and social media-based promotion on visitor numbers to the Bajra Sandhi Monument, a significant historical and cultural landmark in Bali. In recent years, the monument has seen a decline in the number of visitors, prompting the need for this research to explore the factors contributing to the downturn. The study employs a quantitative approach with data collected through the distribution of questionnaires. A probability sampling technique was applied, selecting 100 respondents who were visitors to the monument. The research instrument consisted of a validated and reliable questionnaire to ensure accuracy and consistency. Data analysis was conducted using multiple linear regression to examine the impact of each independent variable—attraction (X1) and social media-based promotion (X2)—on the dependent variable, which is the number of visitors (Y). The regression equation derived from the analysis is Y = 17.266 + (0.237)X1 + (0.285)X2, with a t-table value of 1.662, an F-table value of 3.09, and a significance level of 5%. The partial tests revealed that both variables significantly influenced visitor numbers. The attraction (X1) had a t-value of 2.100, which was greater than the t-table value (1.662), and a significance level of 0.038, indicating a 12.7% contribution to visitor numbers. Similarly, social media-based promotion (X2) had a t-value of 2.607 and a significance level of 0.011, contributing 16.3%. The simultaneous test produced an F-value of 19.930, which exceeded the F-table value, with a significance of 0.000, indicating that both variables together significantly affected visitor numbers. The adjusted R² value of 0.277 suggests that 27.7% of the variation in visitor numbers is explained by attraction and social media promotion, while the remaining 72.3% is influenced by other factors not examined in this study.

The purpose of this investigation is to analyze the influence of digital transaction methods on the control mechanisms of cash revenue at the Grand Hyatt Bali Hotel. The study applies a qualitative descriptive design, where information is gathered through interviews, field observations, and the review of supporting documents, including transcripts of discussions. The findings reveal that digital payments at the Grand Hyatt Bali provide convenience to guests in conducting transactions such as transaction speed, recording accuracy, and ease in the verification process. However, the use of digital payments also has a negative impact where digital cash receipts are recorded in the accounts receivable section requiring many supporting documents making it appear less optimal and less functional and highly dependent on the availability and stability of the internet network connection. From an internal control perspective, digital payments help improve transparency and accuracy in cash recording processes. The risk of miscalculations or data manipulation is reduced because transaction evidence is readily available digitally, in the form of sales slips, system notifications, and account statements. The mechanism of internal supervision regarding cash inflows at Grand Hyatt Bali Hotel based on COSO consists of several components, namely the organizational climate, monitoring practices, hazard analysis, exchange of insights and knowledge, and supervision. Overall, the implementation of internal controls has been carried out by all staff, however, the implementation is still not optimal related to the collection of documents that are still late, this is caused by staff knowledge about the documents required when digital payments are still not executed according to the procedures outlined in the SOP.

PayLater services are becoming increasingly popular among the public, offering convenience and flexibility in meeting daily needs and lifestyle demands. However, uncontrolled use has the potential to cause financial problems that significantly impact both mental and physical health. This community service activity aims to increase the understanding of community leaders regarding healthy financial management and the health risks that may arise from a PayLater-based consumer lifestyle. The outreach program was conducted by KKM students from Bina Bangsa University Group 22 in Banjar Negara Village, Ciwandan District, Cilegon City, with 30 participants consisting of local RT and RW heads. Methods used included interactive lectures, discussions, and question-and-answer sessions that encouraged active participation and contextual sharing of experiences. The results of the activity showed an increase in participants’ awareness of the importance of financial literacy as an integral part of maintaining overall quality of life. Participants recognized that financial health is closely related to mental well-being, as excessive financial pressure can trigger stress, anxiety, and even chronic illnesses. The program also emphasized practical strategies such as budgeting, distinguishing needs from wants, and limiting PayLater use to essential needs only. It is expected that RT and RW heads who have participated can act as educational agents in their communities, spreading financial literacy and awareness of health risks. In the future, similar programs need to be expanded to other community groups, supported by digital media and cross-sector collaboration to create a financially independent and physically and mentally healthy society.

Stunting is a nutritional problem caused by prolonged nutritional deficiencies during the critical first 1,000 days of life (HPK). This results in growth disorders in children, resulting in a lower height or shorter stature (dwarfism) than the standard for their age. Objective: To provide information to parents of toddlers about the dangers and impacts of stunting. Nutrition education is one of the main strategies in stunting prevention by providing the community with an understanding of the importance of a healthy diet. This education includes: the importance of exclusive breastfeeding for the first 6 months and the provision of appropriate complementary foods (MPASI), the introduction of balanced nutritious foods, especially animal protein, which supports child growth, and good hygiene practices, such as washing hands before eating and maintaining environmental sanitation. The activity was carried out by providing education on stunting prevention to parents of toddlers through outreach in Marente Village, Alas District, Sumbawa Regency. The media used in this activity were leaflets distributed to parents of toddlers. Parental knowledge after receiving the educational materials provided. Parental knowledge increased, a significant increase. Before education, only 25.0% of parents had high knowledge about stunting, while after education, this increased to 77.5%.

The silver craft center in Sukawati District, Gianyar Regency, Bali faces significant challenges related to product marketing in the digital era. A heavy reliance on offline sales through exhibitions and tourists has resulted in slim profit margins for artisans, making their economic conditions highly vulnerable to fluctuations in visitor numbers. Additionally, silver artisans face difficulties in managing digital marketing, including limitations in writing attractive product descriptions, lack of understanding of product photography, and insufficient skills in managing social media and online stores. This situation adversely affects market reach, especially for international consumers who cannot access these products directly. To address these issues, the Japanese Literature Study Program at Mahasaraswati University Denpasar collaborated with Shitennoji University, Osaka, to conduct a community service program focused on mentoring digital marketing for silver craft products targeting the Japanese market, particularly with Yanyan Silver, one of the cooperative partners. The community service activities lasted for two months, beginning with observation and situation analysis on June 14, 2025, and concluding with evaluation at the end of August 2025. The Participatory Action Research (PAR) approach enabled active participation from artisans in every stage of the activity, from problem identification, planning, implementation, to evaluation. This approach ensures that the solutions produced are tailored to local needs and context. The marketing strategy employed used an integrated marketing mix covering product, price, promotion, and distribution through digital platforms. This facilitated easier customer access in Japan and enhanced Yanyan Silver’s brand awareness. These efforts positively impacted expanding market reach, improving the economic stability of artisans, and strengthening the competitiveness of silver craft products internationally, especially in the Japanese market.

The Cultural Exchange program organized by students of Semarang State University (UNNES) in Kampung Gumut, Kerling, Selangor, Malaysia, is a strategic initiative in strengthening cultural identity while building a network of friendships across nations. Through a non-formal cultural diplomacy approach, this activity introduced the richness of traditional Indonesian culinary such as Soto Semarang, Kopi Tubruk Sumowono, Jamu Turmeric Asam, and Bakwan Sayur, as well as displaying traditional clothing from various regions, including Dayak, Kebaya Encim, Beskap Jawa, Kebaya Jawa, and Bali. The cross-cultural interaction created encourages open dialogue, broadens horizons, and fosters tolerance between communities. The enthusiasm of local residents, active participation in discussions, and the presence of community leaders show that cultural exchanges can be an effective medium in building social solidarity and strengthening Indonesia-Malaysia bilateral relations. This program not only provides a transformative experience for students as cultural ambassadors, but also creates a warm and meaningful communication space. With a participatory approach, this activity has the potential to open up wider collaboration opportunities in the fields of education, social, and culture. Overall, the UNNES Cultural Exchange in Malaysia is a real example of how the young generation can play an active role in cultural diplomacy, strengthen national identity, and build inclusive and sustainable international relations.

This study aims to analyze the main challenges in managing Community-Based Tourism (CBT) and develop a sustainable management model for Cemagi Tourism Village, Badung, Bali. This study uses a qualitative approach by combining primary and secondary data. Primary data were obtained through field observations, in-depth interviews, and Focus Group Discussions (FGDs), while secondary data were obtained from literature studies and related documents. The analysis was conducted using the SWOT method and qualitative descriptive methods to describe the actual conditions and opportunities for tourism village development. The results show that tourism village management still faces several challenges, particularly in the aspects of promotion and preservation. Collaboration with various stakeholders is necessary, particularly in utilizing social media as an effective promotional tool. In addition, the preservation of local nature and culture is key to sustainable tourism. The proposed management model places the village government and traditional villages as mentors, Village-Owned Enterprises (BUMDes) and Tourism Awareness Groups (Pokdarwis) as managers, and the community as active actors in every stage of development. The model refers to the POAC (Planning, Organizing, Actuating, Controlling) management theory, taking into account three aspects of sustainability. First, the economic aspect, through increasing village income, creating jobs, and equitable profit sharing through the Village-Owned Enterprise (BUMDes). Second, the socio-cultural aspect, realized through preserving cultural heritage, improving the quality of human resources through tourism training, and strengthening the role of traditional arts. Third, the environmental aspect, with a focus on preserving subak (village-owned enterprises) and green spaces, managing waste using the 3Rs (reduce, reuse, recycle), and nature conservation. Thus, sustainable tourism management requires strong collaboration, cultural preservation, and environmental awareness to ensure long-term benefits for local communities.  

Posyandu plays a crucial role in improving community health, particularly in monitoring the growth and development of children during the golden age. However, limitations in the knowledge and skills of Posyandu cadres are still frequently found, especially regarding anthropometric measurement of toddlers. This study aims to examine the effect of the flipped classroom educational method on the knowledge improvement of Posyandu cadres in anthropometric measurement of toddlers in Bumiharjo Village. This research employed a quasi-experimental design with a pretest-posttest control group. A total of 38 respondents were recruited and divided into two groups: the intervention group, which received education using the flipped classroom method, and the control group, which did not receive the same treatment. Data analysis was conducted using the Wilcoxon Signed Rank Test, Mann Whitney U Test, and ANCOVA to control for baseline differences. The results showed a significant improvement in knowledge in the intervention group after treatment (p=0.000), with the proportion of respondents in the “good” knowledge category increasing from 5.3% to 36.8%. In the control group, improvement was observed but limited (p=0.003), with no respondents reaching the “good” category. The Mann Whitney test indicated significant differences in posttest scores between the groups (p=0.000). Furthermore, ANCOVA analysis confirmed that after controlling for pretest scores, posttest scores remained significantly different (F=6.771; p=0.013). In conclusion, the flipped classroom method effectively improves the knowledge of Posyandu cadres regarding toddler anthropometric measurement. This strategy can serve as an innovative and sustainable alternative for cadre training, ultimately enhancing Posyandu service quality in addressing nutritional and health issues among toddlers.

The presence of colloquial expressions in public signage commonly referred to ba- hasa gaul has increasingly become a linguistic hallmark in various tourism and recreational ar- eas in Indonesia. This study investigates the use of informal language on public signage at Pantai Kelan, Bali, and analyzes such linguistic choices that reflect social dynamics, youth identity, and evolving modes of communication in public space. Grounded in sociolinguistic perspectives, the research highlights the role of signage as not only a medium of information, but also a space for constructing shared meaning and fostering engagement through culturally resonant expressions. This qualitative research employed observational and documentation methods. It focused on twelve public signs installed at Pantai Kelan. Data were collected through field observations, photographic documentation, and subsequent transcription and analysis of the linguistic forms. The analysis fo- cused on identifying dominant lexical patterns, stylistic choices, and communicative functions of the language used. The signs were then interpreted with reference to their potential cultural, social, and interactional implications within the broader framework of linguistic landscape studies. The findings indicate that the use of bahasa gaul in signage serves multiple purposes: capturing atten- tion, expressing local identity, evoking humor, and connecting with a predominantly young and digital-native audience. Rather than being perceived as informal or inappropriate, such language use contributes to the effectiveness of public communication in specific contexts. The study con- tributes to the growing body of literature on language in public space and emphasizes the impor- tance of cultural relevance and sociolinguistic awareness in designing public signage that is both meaningful and impactful

Panglipuran Traditional Village in Bali has gained international recognition as one of the cleanest tourist villages in the world and serves as a model for culture-based sustainable tourism. The economic foundation of the village relies heavily on the development of Micro, Small, and Medium Enterprises (MSMEs) rooted in local wisdom, which simultaneously function as drivers of economic growth and instruments of cultural preservation. This study seeks to examine the management practices, marketing strategies, and challenges faced by MSMEs in Panglipuran Village. The research applied qualitative methods, including field observation, in-depth interviews with key stakeholders, documentation review, and descriptive analysis. The findings reveal a strong synergy between customary values and economic activities, reflected in flagship products such as bamboo handicrafts, traditional cuisine, and signature beverages. Success factors include an effective organizational structure, the support of customary institutions, and the ability to adopt adaptive marketing approaches. Nonetheless, several challenges were identified, including limited utilization of digital marketing platforms, constraints in production capacity, and insufficient product innovation to meet the demands of broader markets. Recommendations highlight the importance of strengthening online marketing, diversifying product variations, and expanding cooperative networks both within and beyond the village. Overall, the study underscores the significant potential of culture-based MSMEs to enhance community welfare, increase competitiveness, and ensure the sustainability of local traditions within the dynamics of modern tourism.

Student motivation is crucial to success in learning a foreign language. This study focuses on analyzing the motivation of students studying Indonesian as a foreign language in the Bipas in-country learning program at Udayana University in Bali. Specifically, the study is aimed at investigating the motivations of foreign students learning Indonesian in the program, and whether students' learning motivation shifts by the end of the course. The study involved 38 foreign students and five Indonesian lecturers during the Spring 2024 semester as respondents, and applied an explanatory sequential mixed methods design which consists of two phases, namely a quantitative phase and a qualitative phase to collect data. The results show that, despite strong support from the Balinese community for using the Indonesian language, students' motivation shifted from instrumental to integrative at the end of the course. Integrative motivation, which is prevalent, is defined as a desire to connect with the culture and community. Instrumental motivation ,on the other hand,  such as the expectation that learning Indonesian will open up career opportunities or improve social status, remains relatively low. To increase overall motivation, the learning programme should combine the two types of motivation, strengthening the sense of social connection and emphasising the practical value and tangible benefits of learning Indonesian.

This study examines the social, economic, and tourism impacts on the lives of the community in Penglipuran Tourism Village. The research highlights that the growth of tourism significantly increases local income by approximately 150–300%, fosters the creation of new business opportunities, and contributes to the preservation of Balinese culture and traditions. Tourism development not only strengthens the village’s cultural identity but also enhances social cohesion through community-based tourism initiatives. In addition, the adoption of digital technologies, such as cashless payment systems and electronic ticketing, has improved transaction efficiency, transparency, and market expansion, while also providing better services for visitors. Despite these benefits, several challenges have emerged, including growing environmental pressures, waste management issues, and the potential widening of economic inequality between residents directly involved in tourism and those who are not. These challenges indicate that tourism development can also create socio-economic gaps and place strains on the village’s natural resources if not managed carefully. Therefore, sustainable tourism management becomes crucial in balancing cultural preservation, economic equity, and environmental protection. This study suggests that policies integrating community participation, equitable economic distribution, and environmental sustainability are essential to ensure long-term positive impacts. Ultimately, Penglipuran Tourism Village can serve as a model for sustainable rural tourism development in Indonesia and beyond.

This research investigates the relationship between fiscal decentralization, economic growth, and income inequality (measured by the Gini ratio) on the Human Development Index (HDI) in regencies and cities within Bali Province during the 2013–2023 period. Human development is a crucial indicator of regional welfare, and understanding the factors that shape HDI is essential for designing effective regional development policies. A quantitative approach was employed through panel data regression, utilizing secondary data sourced from the Central Bureau of Statistics (BPS). The findings indicate that fiscal decentralization has a positive and significant effect on HDI, suggesting that greater regional fiscal authority can improve public service delivery and social welfare. Conversely, economic growth demonstrates a significant negative relationship with HDI, which implies that growth alone does not automatically translate into improved human development, particularly when it is unevenly distributed. In addition, income inequality shows a negative and significant effect on HDI, confirming that disparities in income hinder broader improvements in welfare. Collectively, these variables significantly explain variations in HDI across regencies and cities in Bali. The policy implications emphasize the need to strengthen regional fiscal capacity, reduce income inequality, and encourage inclusive economic growth to ensure that economic progress contributes effectively to enhancing human development.

The incidence of pneumonia has a significant impact on the health of toddlers because the disease can cause death. One of the factors influencing the incidence is the lack of maternal knowledge about early detection of pneumonia. The purpose of this study was to determine the effect of health education with booklet media on mothers' knowledge about early detection of pneumonia toddlers in Bandungrejosari Village, Janti Health Center area, Malang City. This study used preexperimental design with one group pretest-posttest design approach with population of 111 people. The sampling technique used was proportional random sampling, the sample size was 42 respondents. The research instrument used a questionnaire. Data analysis using the Wilcoxon signed rank test. The statistical test results obtained p-value of 0.000 <0,05, which means that there is an effect of health education with booklet media on mothers' knowledge about early detection of pneumonia toddlers in Bandungrejosari Village, Janti Health Center area, Malang City. Based on the results of this study, the provision of health education with booklet media needs to be done so that it can improve mothers' knowledge about early detection of pneumonia toddlers. Future researchers can also use control group as a comparison in this study.

This study analyzes the symbolic meaning of the 2025 Easter Parade in Kupang City using a symbolic interactionist approach, with a central focus on the cross as a primary symbol. The cross is not only understood as a sacred religious emblem but also as a medium of social communication whose meaning is dynamically constructed through interactions between parade participants, spectators, and particularly the actors portraying the figure of Jesus. These social interactions allow for the reinterpretation of the symbol’s meaning based on cultural contexts and participants' experiences.The findings reveal that deviant behavior exhibited by some actors portraying Jesus created a dissonance between the ideal meaning of Christ’s suffering and the actual performance displayed during the parade. This mismatch caused cognitive dissonance among viewers and had the potential to distort the intended spiritual message of the symbol. The incident underscores the importance of actors' awareness of the sacred nature of the symbol and the necessity for responsible and contextually appropriate representations in public rituals.The study also emphasizes that religious symbols are fluid and do not possess fixed or absolute meanings. Instead, they are subject to redefinition based on individual and collective experiences, cultural backgrounds, and public perceptions. Within the context of the Easter Parade, the cross becomes a performative medium that reflects the values, beliefs, and social dynamics of the diverse society in Kupang. This research employs a mixed-methods approach by integrating both quantitative and qualitative data to provide a more comprehensive understanding. Quantitative data offers general insights into audience perceptions of the symbolic performance, while qualitative data explores deeper layers of symbolic meaning and the sociocultural implications that arise. Overall, this study contributes to the discourse on religion, symbolism, and public ritual by highlighting the importance of intentionality, appropriate representation, and cultural sensitivity in maintaining the sacredness of religious symbols in dynamic and pluralistic public spaces

Background: Febrile seizures are one of the most common emergencies in young children and can cause problems if not handled properly. Parents' understanding of how to handle febrile seizures greatly influences the initial steps taken when the incident occurs. This study aims to describe parents' knowledge in managing febrile seizures in children in the Pediatric Ward of Bhayangkara Hospital TK. II Jayapura. Method: This study is a descriptive study with one variable, namely parental knowledge about handling febrile seizures. The population consisted of all parents who have young children with a history of febrile seizures in the Pediatric Ward of Bhayangkara Hospital TK. II Jayapura, with a total of 36 respondents. Data collection was carried out using a validated and reliable questionnaire. Data analysis was carried out univariately and presented in the form of frequency distribution and percentage. Results: The results showed that of the 79 respondents, most parents had good knowledge about handling febrile seizures, some had moderate knowledge , and a small number had poor knowledge . Parents with good knowledge amounted to 38%, moderate knowledge 35.4%, and poor knowledge 26.6 %. Conclusion: Most parents in this study showed good knowledge in managing febrile seizures in young children. However, continuous education is still needed to improve the understanding of parents with moderate and poor levels of knowledge.

Tourism is one of the most important economic sectors in the world, contributing significantly to state revenue and improving people's welfare. The tourism industry has grown rapidly in recent decades, with the number of international tourists continuing to increase. The general objective of this study is to develop a deeper knowledge and understanding of the impact of uncontrolled tourism on the sacredness of Bali's nature and culture, as well as strategies for developing sustainable tourism in Bali. The type of research used by the author in examining the problems in this study is normative juridical research. The conclusion of this study is a legal review of the protection of natural and cultural heritage in Bali Province is regulated in several laws and regulations such as Law No. 5 of 1990 concerning the Conservation of Biological Natural Resources and Ecosystems. In addition, cultural protection in Bali has also been regulated in several laws and regulations such as Law No. 11 of 2010 concerning Cultural Heritage. This legal review will also discuss the implementation of laws and regulations related to the protection of natural and cultural heritage in Bali. The Bali provincial government's policy on the protection of natural and cultural heritage, namely the policy on the protection of natural heritage is regulated in the Governor's Regulation or Pergub No. These include Law No. 97 of 2018 concerning the Limitation of Single-Use Plastic Waste, Governor Regulation No. 45 of 2019 concerning Bali Clean Energy, Governor Regulation No. 48 of 2019 concerning the Use of Battery-Based Electric Motorized Vehicles, and Governor Regulation No. 8 of 2019 concerning Organic Farming Systems. Cultural heritage protection policies are regulated by Law No. 10 of 2010 concerning Tourism, Regional Regulation No. 2 of 2023 concerning the Bali Provincial Spatial Plan (RTRWP), the Designation of Cultural Heritage Areas in Bali, such as Ulun Danu Batur Temple and Lake Batur, the Subak Cultural Landscape and Temples in the Pakerisan Watershed, and others.

Occupational Health and Safety (OHS) is a systematic effort aimed at protecting workers from the risks of accidents and work-related diseases. The implementation of OHS integrated with risk management helps identify, evaluate, and control potential hazards effectively in the workplace. This study was conducted at PT. Sarana Sampit Mentaya Utama, Balikpapan Branch, a company engaged in asphalt production. The main objectives of this research were to identify potential hazards, determine appropriate control measures, and evaluate the role of the Job Safety Analysis (JSA) method in supporting OHS. The research method used is JSA, which involves identifying each work step, determining the likelihood and severity of risks, and calculating the risk rating to assess the level of risk. The results showed that there are three potential hazards with a medium-risk category, namely in the activities of raw material mixing, quality control, and asphalt distribution. Additionally, three potential hazards with a low-risk category were found in the processes of raw material weighing, raw material transfer, and pump line valve opening. Recommended control measures to reduce risks include the use of appropriate personal protective equipment (PPE) for each task, improving work facilities and infrastructure, and implementing proper load lifting procedures. The application of JSA has proven effective in raising the company's awareness of potential risks in the workplace. This has led to the implementation of better preventive measures, ultimately contributing to the creation of a safer, healthier, and more productive work environment. Therefore, the integration of OHS with risk management at PT. Sarana Sampit Mentaya Utama plays a significant role in safeguarding the safety and well-being of workers.

This study examines the influence of club image, sponsor factors, and fan loyalty on the purchase intention of official merchandise among Bali United supporters. The focus of the research is to understand how these three factors contribute to driving merchandise sales in sports marketing, with the aim of providing insights that can improve the club's revenue strategies. By adopting a quantitative approach, primary data were collected from 87 respondents who are active supporters of Bali United, using an online questionnaire. The data were analyzed using multiple linear regression to evaluate the significance and direction of the relationships between the variables. The results reveal that each of the factors, sponsor factors and fan loyalty has a positive and significant effect, meanwhile club image has no significant effect on the intention to purchase official merchandise. This indicates that a stronger perception of the relevant and reputable sponsorships, and higher levels of fan commitment all contribute to an increased likelihood of supporters purchasing merchandise. The findings highlight the synergistic role of branding, partnerships, and community engagement in influencing consumer behavior within the sports fandom context. A positive impact from sponsor factors, such as the alignment of brands with the club's values, enhance the overall appeal of the merchandise. Moreover, fan loyalty acts as a significant driver, as loyal fans are more likely to invest in merchandise as a way to support their club. This study concludes that while Bali United’s club image does not significantly influence fans’ intention to buy merchandise, sponsor factors and fan loyalty have a positive and significant effect on purchase intention; therefore, strengthening fan loyalty and effectively managing sponsorship partnerships are key drivers in maximizing merchandise sales potential, while club image plays an indirect role.