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All Journal Paradoks : Jurnal Ilmu Ekonomi International Journal of Economics, Management and Accounting
Perengki Susanto
Universitas Negeri Padang, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Pemasaran Hijau dan Citra Merek Hijau terhadap Niat Membeli Hijau pada Produk The Body Shop yang Dimediasi oleh Kepercayaan Hijau Aprilia Ayu Pratama; Perengki Susanto
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 2 (2026): February - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i2.2434

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran hijau dan citra merek hijau terhadap niat beli produk ramah lingkungan dengan kepercayaan hijau sebagai variabel mediasi pada konsumen The Body Shop di Kota Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 170 responden yang dipilih melalui purposive sampling. Analisis data dilakukan dengan Partial Least Square-Structural Equation Modelling (PLS-SEM) menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa pemasaran hijau berpengaruh positif dan signifikan terhadap niat membeli hijau dan kepercayaan hijau. Citra merek hijau hanya berpengaruh signifikan terhadap kepercayaan hijau, tetapi tidak berpengaruh signifikan terhadap niat membeli hijau. Kepercayaan hijau berpengaruh positif dan signifikan terhadap niat membeli hijau serta mampu memediasi pengaruh pemasaran hijau dan citra merek hijau terhadap niat membeli hijau.
The Role of Awe Emotion in the Attitude–Behavioral Intention Relationship: A Systematic Literature Review Anggia Ayu Lestari; Perengki Susanto; Marwan Marwan
International Journal of Economics, Management and Accounting (IJEMA) Vol. 3 No. 10 (2026)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v3i10.405

Abstract

This article presents a Systematic Literature Review (SLR) supported by bibliometric analysis to map how awe emotion relates to tourists’ attitudes and behavioral intentions, including revisit intention, with particular attention to evidence concerning moderation and mediation. Literature was gathered from Scopus, Web of Science, ScienceDirect, SAGE Journals, Taylor & Francis, and Wiley Online Library, covering studies published between 2015 and 2026 together with selected foundational references. Keyword mapping identified five thematic clusters: (1) awe and emotional experience, (2) pro-environmental and responsible behavior, (3) attitude and behavioral intention, (4) tourism antecedents such as motivation, past experience, and perceived constraints, and (5) moderation and mediation mechanisms. The findings indicate that awe is consistently associated with behavioral outcomes and may strengthen the translation of positive evaluations or motivations into behavioral intentions in particular contexts. However, the evidence base is more extensive for mediation than for awe as a pure moderator, and some moderation evidence concerns destination residents rather than tourists. Accordingly, claims about moderation should be interpreted as an emerging research direction rather than an established general effect. The review identifies a research gap concerning the integration of travel motivation, past experience, perceived constraints, attitude, awe, and revisit intention within a single empirical framework, particularly in Indonesian tourism contexts.
Co-Authors Anggia Ayu Lestari Aprilia Ayu Pratama Marwan Marwan