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Journal : PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)

How Sustainability Awareness Shapes Consumer Purchase Intentions through Attitudes and Perceived Value in the Thrift Market in Indonesia Sinaga, Hommy Dorthy Ellyany; Hendrian, Hendrian
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.405

Abstract

The fashion industry is a rapidly growing economic sector, but it has a significant impact on the environment. The trend of thrift fashion or buying secondhand clothes has emerged as an alternative form of sustainable consumption that supports the circular economy. This study aims to examine the relationship between sustainability awareness, attitude toward thrift products, perceived value, and consumer purchase intentions in the context of fashion reuse in Indonesia. This study uses a conceptual literature review approach by synthesizing previous research results in the field of sustainable fashion and consumer behavior. The conceptual model is built based on Theory of Planned Behavior (Ajzen, 1991) and Value–Attitude–Behavior Framework (Homer & Kahle, 1988). The synthesis results show that sustainability awareness does not directly influence purchase intention, but rather through two main mediating pathways: (1) positive attitude toward thrift products as an affective pathway, and (2) perceived value towards the functional, emotional, and social benefits of the product as a cognitive pathway. These two mediators explain how environmental awareness shapes behavioral tendencies without the need to involve external variables such as social norms. Theoretically, this study reinforces our understanding of sustainable consumer behavior. In practical terms, the results provide guidance for thrift fashion MSMEs to emphasize sustainability, quality, and ethical image in their marketing strategies in order to encourage more environmentally friendly consumption behavior.
Digital Marketing Innovation and Online Consumer Behavior: Implications for Brand Equity (Case Study of Coffee Consumers at the Mandala By Pass Medan Branch): Inovasi Pemasaran Digital dan Perilaku Konsumen Online: Implikasinya terhadap Ekuitas Merek (Studi Kasus Konsumen Kopi di Cabang Mandala By Pass Medan) Varelie, Crystalin; Sinaga, Hommy Dorthy Ellyany; Johnny Chandra
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.319

Abstract

The shift towards the digital age has had a major impact on the fundamentals of the economy, changing the way individuals and businesses interact in trade, and shaking up existing conventional methods. Today, amid the dominance of the digital world, social media platforms have emerged as a highly efficient marketing tool for reaching audiences instantly, extensively, and at an affordable cost. This study is designed to examine in depth the impact of digital marketing strategies and consumer behavior dynamics on brand value formation, focusing on customers of Kopi Petik Mandala by Pass branch in Medan as the research subjects. The survey was conducted at the Kopi Petik location on Jl. Mandala by Pass No.71A, Tegal Sari Mandala I, Medan Denai, Medan City, North Sumatra 20226, from August to September 2025, using a purposive sampling method. The findings of this research explain how both factors, namely digital marketing strategies and consumer behaviour, influence brand strength, as shown in the multiple linear regression analysis. The results, both separately and together, show that digital marketing activities and consumer behavior trends have a positive and significant impact on brand value at Kopi Petik Mandala by Pass branch.
Customer Strategy Transformation Through CRM Innovation And Product Quality: Its Impact On Loyalty At Nou Coffee Shop: Transformasi Strategi Pelanggan Melalui Inovasi CRM dan Kualitas Produk: Dampaknya terhadap Loyalitas di Nou Coffee Shop roseline, Roseline; Sinaga, Hommy Dorthy Ellyany; Nasution, Edwin Sugesti
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.336

Abstract

Nou Coffee is a local coffee shop in Medan adopts a modern, fast, efficient, and digitally integrated concept to deliver high-quality coffee. However, consumer loyalty has recently declined, indicated by fewer repeat visits and reduced digital interactions. The implementation of Customer Relationship Management (CRM) has often been less effective due to its generalized interactions, highlighting the need for more personalized, data-driven communication to strengthen relationships with consumers. In addition, product quality remains a key factor in building loyalty, including aspects such as taste, consistency, hygiene, raw materials, and comfort. Although Nou Coffee already uses high-quality coffee beans and a digital system, some customers perceive the taste and presentation consistency as unstable. This indicates that product quality is still the primary key to maintaining customer satisfaction and loyalty, even more important than technological convenience. The study employed a descriptive quantitative method. The population consisted of all consumers who had made purchases at Nou Coffee, totaling 10,122 customers. Using Slovin’s formula with a 95% confidence level and a 5% margin of error, the sample size was determined to be 385 respondents. The conclusion drawn from this research is that both partially and simultaneously, Customer Relationship Management (CRM) and Product Quality significantly influence consumer loyalty at Nou Coffee Shop.
Fostering Environmentally Conscious Purchasing Through Ecological Promotion: How Gender and Ecological Awareness Play a Role at Pizza Hut: Mendorong Konsumsi Berkelanjutan Melalui Green Marketing: Pengaruh Gender dan Pengetahuan Lingkungan di Pizza Hut Steven; Sinaga, Hommy Dorthy Ellyany
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.341

Abstract

The purpose of this research was to ascertain the connection between sex and their awareness of ecological issues in relation to purchasing decisions that promote sustainability, as well as the employment of environmentally friendly marketing strategies. In addition, this research endeavors to discover if ecological marketing can regulate the effects of both gender and ecological awareness on the encouragement of sustainable purchasing habits. One hundred participants were chosen for the study, all of whom had bought items from the Gajah Mada Medan branch of Pizza Hut while the study was being conducted; the exact number of respondents was not known. Purposive sampling was the method utilized in the selection of the sample. The findings of the study demonstrated that there was a substantial and favorable association between one's gender and their acceptance of green marketing strategies; that there was a considerable and favorable association between one's ecological awareness and their acceptance of green marketing strategies; that there was a substantial and favorable association between one's gender and their adoption of sustainable consumption habits; that one's ecological awareness had no bearing on their adoption of sustainable consumption habits; that there was a substantial and favorable association between the use of green marketing and the promotion of sustainable consumption; that green marketing was able to act as a mediator in the connection between one's gender and their engagement in sustainable consumption; and that green marketing was unable to act as a mediator in the connection between one's ecological awareness and their engagement in sustainable consumption.
Building Customer Loyalty in the Digital Economy Era: The Role of CRM Innovation and Promotional Strategies at Smarco Superstore Ring Road City Walks Medan: Membangun Loyalitas Pelanggan di Era Ekonomi Digital: Peran Inovasi CRM dan Strategi Promosi di Smarco Superstore Ring Road City Walks Medan Manurung, Bernadetha; Sinaga, Hommy Dorthy Ellyany
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.356

Abstract

This study examines the impact of Customer Relationship Management (CRM) and sales promotion on customer loyalty at Smarco Superstore Ring Road City Walks Medan. The research is grounded in the challenges of modern retail competition with the rise of e-commerce and the shift in consumer behavior toward digitalization, which highlight the need for effective CRM and promotional strategies. A quantitative survey method was applied, using primary data collected from 96 purposively selected respondents through a Likert-scale questionnaire. Data were analyzed using multiple linear regression, along with validity and reliability tests, classical assumption testing, t-test, F-test, and coefficient of determination. Results show that CRM has a positive but insignificant partial effect on loyalty, while sales promotion has a positive and significant partial effect. Together, CRM and sales promotion significantly influence loyalty with a contribution of 40.7%, leaving the remainder to other factors. The findings highlight the importance of consistent sales promotion and optimized CRM to enhance sustainable customer loyalty.