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All Journal The Indonesian Journal of Communication Studies Policy & Governance Review Jurnal Kreativitas PKM Kumawula: Jurnal Pengabdian Kepada Masyarakat Health Care : Jurnal Kesehatan Tax Literacy and Leadership Agility: Indigenous Peoples Awareness in Paying Taxes Jurnal Pengabdian Dharma Wacana SOSIOLOGI: Jurnal Ilmiah Kajian Ilmu Sosial dan Budaya MASTER: Jurnal Manajemen Strategik Kewirausahaan Journal of Business Management and Economic Development Jurnal Kompetitif Bisnis Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) Jurnal Terekam Jejak (JTJ) International Journal of Economics, Business and Innovation Research
Winda Septiani
Department Of Business Administration, Faculty Of Social And Political Sciences, University Of Lampung, Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Journal of Business Management and Economic Development

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Measuring the Green Advertising Effectiveness of Cosmetic Products Using the AISAS Model Salsabila, Jihan Aliya; Ali, Suprihatin; Septiani, Winda
Journal of Business Management and Economic Development Том 3 № 01 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i01.1400

Abstract

This study is motivated by the increasing public awareness of environmental issues that encourage companies to adopt green marketing, including through green advertising strategies. This study aims to measure and explain the effectiveness of green advertising on The Body Shop cosmetic products using the Attention, Interest, Search, Action, Share (AISAS) model. In addition, the AISAS model was chosen because it is relevant in mapping consumer behavior in the digital era, which includes attention, interest, information search, purchasing actions, and sharing experiences. This study uses a descriptive quantitative approach, with a survey method through a questionnaire distributed to 100 respondents. The sampling technique uses a non-probability method with a purposive sampling type. Data were analyzed using SPSS 27 and MS Excel software. The results show that green advertising of The Body Shop cosmetic products is considered effective in influencing consumers with an overall average score of 4.02, which is in the "Effective" category. This advertisement succeeded in attracting attention, building interest, encouraging information searches, influencing purchasing actions, and encouraging consumers to share information. These findings provide theoretical contributions to the green marketing literature and practical contributions to the development of more effective green advertising strategies.
Influence of Discount and Customer Rating on Impulse Buying: A Study on Gen Z TikTok Shop Users in Bandar Lampung Saputra, Rahmat Dwi; Agung P, Maulana; Septiani, Winda
Journal of Business Management and Economic Development Том 3 № 03 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i03.1772

Abstract

TikTok Shop has emerged as a highly favored e-commerce platform among Generation Z due to its engaging and interactive shopping experience. However, the platform's ease of access and frequent usage can also lead to impulsive buying behavior. On the other hand, large discounts and high customer ratings are its own attractions that influence impulse buying. Generation Z who grew up in this digital era tend to rely on TikTok Shop as their main online shopping platform, especially in Bandar Lampung where digital growth is relatively high. This research aims to test how much influence discounts and customer ratings have on impulsive purchases in TikTok shop. Quantitative approach and explanatory research design were used in this study. The process of data collection in this study was carried out by distributing questionnaires to a total of 100 respondents who are categorized as members of Generation Z and are active users of TikTok Shop in the city of Bandar Lampung. The selection of respondents was done using a purposive sampling technique, which means participants were chosen based on specific criteria relevant to the research objectives. Once the data was collected, it was processed and analyzed using multiple linear regression analysis to examine the relationship between the variables studied. The findings of this research indicate that both discount offers and customer ratings significantly and positively affect impulsive buying behavior. This influence is evident not only when these variables are considered individually but also when they are examined simultaneously. Among the two, discounts exert the strongest influence, indicating that price reductions are more effective in driving impulsive purchasing behavior. Together, these two variables account for 36.8% of the variance in impulse buying, the remaining 63.2% was effect by other factors that were not studied by the researchers in this research.
Co-Authors Agung P, Maulana Agung, Maulana Agus Alamsyah Ahmad Efendi Aprilani, Deddy Arif Sugiono Azizah, Melati Nur Chairunnisa Chairunnisa Christine Vita Gloria Purba Cristofer Ami Nugroho Dadang Karya Bakti Darmaji, Agung Darmawan, *Arif Diang Adistya Enkin Asrawijaya Fahmi, Achmad Gus Fina Agus Suci Ningtias Firman Handika Inayah, Astiwi Intan, Amartya Isnina, Isnina Kade Putri Ardani Kemal Abilio, Muhammad Komang Niko Yan Lc Hsia Asri Lam’a Bourlyn Maharani, Riri Maulana Agung Maulana Agung Pratama Maya Anggraini Mufti Ramadon Muhyi, Abdul Murni Sari Murni Sari Novita Andini NUR EFENDI Nuranty Pakpahan, Citra Prastika Prasetya Nugeraha Putra, Muhammad Fikriansyah Fenan Putri, Melfiani Rachmawati Lola Widisono Rahmadi, M Dani Ramadhan, Jelang Ramadon, Mufti Retno Yulita Sahprada, Nabila Trias Salsabila, Jihan Aliya Saputra, Rahmat Dwi Siska Febryani Sulastuti, Sri Suprihatin Ali Suprihatin Ali Suripto Suripto Suyadi Suyadi Syaikhul Aziz Tamba, Evasus Tantri Liris Nareswari Yuyun Priwahyuni