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All Journal JPNM : Jurnal Pustaka Nusantara Multidisiplin Jejak digital: Jurnal Ilmiah Multidisiplin
Ita Rifani Permatasari
Politeknik Negeri Malang
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Green Marketing dan Environmental Awareness terhadap Purchase Decision Produk The Body Shop di Mall Olympic Garden Kota Malang Azizah Faradila; Achmad Zaini; Ita Rifani Permatasari
JPNM Jurnal Pustaka Nusantara Multidisiplin Vol. 4 No. 4 (2026): October : Jurnal Pustaka Nusantara Multidisiplin (ACCEPTED)
Publisher : SM Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59945/jpnm.v4i4.1561

Abstract

Environmental problems arising from packaging waste have encouraged cosmetic companies to implement Green Marketing strategies and strengthen consumers’ Environmental Awareness. The Body Shop has introduced recycled packaging, the Bring Back Our Bottles program, and refill stations, although consumers still frequently prioritize product quality in their purchasing considerations. This study examined the effects of Green Marketing and Environmental Awareness on the Purchase Decision of The Body Shop products at Mall Olympic Garden, Malang City. An explanatory quantitative design was applied. The population consisted of 13,200 consumers, and 100 respondents were selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression, partial tests, a simultaneous test, and the coefficient of determination using SPSS version 26. Green Marketing had a positive and significant effect on Purchase Decision, with a coefficient of 0.488 and a t-value of 4.218. Environmental Awareness also had a positive and significant effect, with a coefficient of 0.775 and a t-value of 5.539. Together, both variables had a significant effect, as indicated by an F-value of 112.818. The Adjusted R Square value of 0.693 shows that the model explains 69.3% of the variation in Purchase Decision. Environmental Awareness was the more dominant predictor. The findings indicate that environmentally responsible purchasing is strengthened by consistent green marketing, acceptable pricing policies, and environmental education that encourages concrete consumer participation.
Pengaruh Influencer Endorsement dan Visual Aesthetics Konten Instagram terhadap Brand Awareness pada Konsumen Deliwafa Malang Alifia Putri Kusumawardhani; Musthofa Hadi; Ita Rifani Permatasari
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/2gde5a74

Abstract

The development of social media has encouraged business actors to utilize Instagram as a marketing tool to build brand awareness. Deliwafa is a local fashion brand that actively uses influencer endorsement and visual aesthetics on Instagram to attract consumer attention. Although the number of consumers has increased, the engagement rate on Deliwafa's Instagram account declined, creating an interesting phenomenon to study. This study aimed to analyze the effect of influencer endorsement and visual aesthetics on Deliwafa's brand awareness in Malang City. A quantitative approach with a descriptive research design was employed. Primary data were obtained through questionnaires distributed to Deliwafa consumers who had purchased products, seen endorsement content on Deliwafa's Instagram, recognized the influencers used, and were at least seventeen years old, using non-probability purposive sampling. Data were analyzed using instrument tests, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination. The results showed that influencer endorsement has a positive and significant effect on brand awareness (t-count = 4.098 > t-table = 1.984, sig. = 0.000 < 0.05). Visual aesthetics also have a positive and significant effect on brand awareness (t-count = 7.299 > t-table = 1.984, sig. = 0.000 < 0.05). Simultaneously, both variables significantly affect Deliwafa's brand awareness (F-count = 125.511 > F-table = 3.09, sig. = 0.000 < 0.05), with an R² of 71.6%. These findings indicate that better influencer quality and more attractive visual content lead to higher brand awareness toward Deliwafa.
Co-Authors Achmad Zaini Alifia Putri Kusumawardhani Azizah Faradila Musthofa Hadi