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All Journal Biota: Jurnal Ilmiah Ilmu-Ilmu Hayati Social, Humanities, and Educational Studies (SHEs): Conference Series Jurnal Ilmiah Edunomika (JIE) BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) International Journal of Business, Law, and Education Journal Of Human And Education (JAHE) Journal of Innovation in Management, Accounting and Business Jurnal Manajemen, Akuntansi, Ekonomi Mutiara : Jurnal Ilmiah Multidisiplin Indonesia Involvement International Journal of Business Ecopreneur : Jurnal Ekonomi dan Bisnis Islam Ecobankers : Journal of Economy and Banking
Tarjono, Tarjono
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Journal : International Journal of Business, Law, and Education

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Influence of Digital Marketing, Consumer Trust, and Brand Loyalty on Purchase Intention (Case Study of Green Product Consumers) Desembrianita, Eva; Mulyono, Sri; Putra, Wira Pramana; Tarjono, Tarjono
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.775

Abstract

This study explores the influence of digital marketing, consumer trust, and brand loyalty on purchase intention in the context of green product consumers. Utilizing a sample of 248 respondents and employing SmartPLS for data analysis, the research reveals significant positive relationships between the constructs. Digital marketing significantly impacts purchase intention, consumer trust, and brand loyalty, highlighting the importance of effective digital strategies in promoting green products. Consumer trust and brand loyalty are also found to be critical in driving purchase intentions. The findings underscore the need for companies to invest in transparent, ethical, and engaging digital marketing efforts to build long-term consumer relationships and promote sustainable consumption. This study contributes to the literature on green marketing and provides actionable insights for practitioners aiming to increase the adoption of green products.
Co-Authors Amin, Nur Muhammad Faiz Anak Agung Istri Sri Wiadnyani Anggraini, Asterina Atiqah, Raden Roro Dapiah, Dapiah Dwi Pasca, Yelsha Edirianto, Sunardi Eva Desembrianita Fauziyyah, Nur Hendrawan, Yadi Herawati Herawati Heru Cahyono Mardiansyah, Agung Masoud Ghorbanhosseini Maulana, Ikbal Noraga, Gilang Bhirawa Paturohman, Paturohman Prita, Laras Putra, Wira Pramana Rabani, Burhanudin Rianto, Toha Siska, Emi Yulia Sri Mulyono Sukarnoto, Toto Sumardi . Sumarno . Supendi, Supendi Supriyanto, Wawan Ujang Permana, Ujang Utami, Eva Yuniarti