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This study aims to examine the effects of price discount and delivery service on purchase decision and their subsequent impact on customer satisfaction and customer loyalty within an urban franchise retail context. A quantitative approach was employed using a survey of 220 consumers of Indomaret Anggrek Rosliana Raya, West Jakarta. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that price discount has a significant but relatively weak effect on purchase decision, while delivery service demonstrates a stronger influence, highlighting the increasing importance of service convenience in urban retail environments. Furthermore, purchase decision has a substantial effect on customer satisfaction, which in turn strongly influences customer loyalty. The study also confirms a sequential mediation mechanism, where marketing stimuli influence customer loyalty indirectly through purchase decision and customer satisfaction. Unlike previous customer loyalty studies that predominantly examine the direct effects of marketing stimuli on satisfaction or loyalty, this study develops a sequential framework in which purchase decision functions as a cognitive mediator preceding customer satisfaction as an affective mediator. This model extends existing customer loyalty frameworks by demonstrating that loyalty emerges through a two-stage evaluation process rather than through isolated direct relationships.

The transformation of village areas into community-based tourist destinations represents a strategic pathway for achieving sustainable tourism in Indonesia. This study explores the potentials, challenges, and strategic directions for developing Dukuh Mejing, Bantul Regency, as an emerging community-based agro-edutourism village. A qualitative descriptive approach with an intrinsic case study design was employed, involving in-depth interviews, participatory observation, and document analysis. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, supported by NVivo 12 Plus for coding and thematic mapping.  The results reveal that Dukuh Mejing possesses strong physical and socio-cultural assets, including modern goat farming, rice-based agriculture, and preserved local traditions such as Nyadran and Kenduri. However, key constraints remain in infrastructure, community awareness, and institutional coordination. The SWOT analysis indicates that strategic development should focus on optimizing agritourism and cultural-based experiences, enhancing community capacity, improving accessibility, and adopting digital innovation to expand market reach.  The findings emphasize that collaborative governance, community empowerment, and innovation-driven competitiveness are fundamental to building a sustainable and resilient village tourism model. This study proposes an integrated framework that aligns community-based tourism principles with destination competitiveness and sustainable planning approaches. Practically, the model provides policy insights for local governments to strengthen participatory planning, institutional synergy, and adaptive monitoring systems. Theoretically, it contributes to the understanding of how village tourism destinations can achieve sustainability through community-led innovation and inclusive governance.

The rapid development of immersive technologies, including Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), presents novel opportunities to enhance tourist experiences and promote sustainable village tourism. This study is particularly significant as Generation Z, as digitally savvy travellers, plays a strategic role in shaping sustainable tourism practices, especially within rural destinations. The research aims to examine the influence of Generation Z’s awareness of immersive technologies on their positive attitudes toward village tourism, visit intentions, and perceptions of the role of immersive technologies in supporting sustainable tourism principles. A quantitative approach was employed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Data were collected through structured questionnaires from 150 Generation Z respondents across various regions who have previously interacted with immersive technologies and plan to visit village tourism destinations. The findings indicate that awareness of immersive technologies significantly enhances positive attitudes toward village tourism, which in turn influences visit intentions and perceptions of immersive technologies’ role in fostering community-oriented sustainable tourism. These results underscore that integrating immersive technologies not only enriches tourist experiences but also supports cultural preservation, local economic empowerment, and sustainable tourism practices. Practically, the findings provide guidance for village tourism managers, policymakers, and stakeholders in designing effective digital strategies to develop community-based sustainable tourism initiatives.