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All Journal JDM (Jurnal Dinamika Manajemen) JURNAL PENDIDIKAN TAMBUSAI Mattawang: Jurnal Pengabdian Masyarakat Dynamic Management Journal ProBisnis : Jurnal Manajemen Indonesian Management and Accounting Research Dirkantara Indonesia
Magetsari, Ovy Noviati Nuraini
Lembaga Penerbit Fakultas Ekonomi dan Bisnis
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Public Health Social Sciences Other

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Journal : Dynamic Management Journal

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THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER PURCHASE INTENTIONS FOR GREEN FAST FASHION PRODUCTS Pakpahan, Arnolt Kristian; Chandra, Kristian; Magetsari, Ovy Noviati Nuraini; Nilawati, Yuana Jatu
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13680

Abstract

This study aims to analyze the influence of social media marketing, green product knowledge, and attitudes towards green products on interest and purchase decisions of eco-friendly products among millennials. This study is important because there is still a limited understanding of the factors that drive the adoption of green products, especially in the fashion industry which is facing sustainability trends. The research uses an associative qualitative approach by analyzing consumer perceptions through in-depth interviews and literature studies. The results of the study showed that: (1) exposure to information on social media, (2) understanding of the characteristics of green products, and (3) pro-environmental attitudes collectively influenced buying interest. These findings make a theoretical contribution by expanding the Theory of Planned Behavior (TPB) model in the context of green fashion, as well as practical contributions to: (a) marketers—in designing educational digital campaigns, and (b) governments—as the basis for sustainable consumer education policies. The implication is that fashion businesses need to present green product information in a transparent and easily accessible manner to increase consumer appeal.
Co-Authors Abubakar Arief Alvito Bastanta Anita Roosmalina Matusin Arinda Deswanti Pertiwi Arnolt Kristian Pakpahan, Arnolt Kristian Asih, Rayi Retno Dwi Deliza Henny Dewi Anggraeni Dini Hariyanti Harahap, Cicely Delfina Kerstan Nathanael Djaja Luki Adiati Pratomo Martadisastra, Dedie S Mona Adriana Patriyasa Ramadani Sumardi, Arwini Wahyuni, Lidia Wahyuningsih Yosephina Endang Purba Yuana Jatu Nilawati