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All Journal I-ECONOMICS: A Research Journal on Islamic Economics International Journal of Artificial Intelligence Research Jurnal Manajemen Bisnis dan Keuangan Jurnal Pengabdian Masyarakat Madani Kontigensi: Jurnal Ilmiah Manajemen Jurnal Pajak dan Bisnis (Journal of Tax and Business) Journal Islamic Economics Ad Diwan Jurnal Peradaban Masyarakat (JPM) International Journal of Economics (IJEC) International Journal of Sharia Business Management An Nuqud: Journal of Islamic Economics Journal of Law, Education and Business Riwayat: Educational Journal of History and Humanities Implikasi: Jurnal Manajemen Sumber Daya Manusia Pasundan Community Service Development Dinamika: Jurnal Pengabdian Masyarakat International Conference on Islamic Economic Idarah: Jurnal Manajemen Pemasaran
Kumala, Destiana
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : Journal Islamic Economics Ad Diwan

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PENGARUH TERHADAP KEPUTUSAN PEMBELIAN PRODUK FAST MOVING CONSUMER GOODS UNILEVER Yundira, Viska; Kumala, Destiana; Ferdinand, Novingky
JOURNAL ISLAMIC ECONOMICS AD DIWAN Vol 5 No 1 (2025): AD DIWAN
Publisher : Program Studi Ekonomi Syariah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51192/ad.v5i1.1892

Abstract

Unilever is facing reputation challenges due to its association with conflict countries and its involvement in environmental pollution. This has led to a decrease in consumer interest. In order to address these issues and develop effective marketing strategies, a study was conducted using a quantitative approach, focusing on green marketing and Islamic advertising. The research included 68 respondents who completed questionnaires using Likert scales. The results, analyzed using the SPSS program, showed that both green marketing and Islamic advertising have a significant and positive impact on purchasing decisions, both individually and together. The study found that 60.6% of purchasing decisions can be attributed to green marketing and Islamic advertising, while the remaining 39.4% is influenced by other factors not examined in this research. Furthermore, Islamic advertising was identified as the most influential variable on purchasing decisions for Unilever's fast-moving consumer goods products in the Bogor Regency
Co-Authors Abdul Rauf Chaerudin Aji, Rizky Albar Pandu Al Farisi, Muhammad Salman Alfarisi, Muhammad Salman Ardi Kusmara Armawan, Adi Atmanegara, Wiliam Awan Darmawan Ayu Purnama Dailibas, Dailibas Dedy Darmawan El Hasan, Sawqi Saad Eryandi, Eryandi Farisi, Muhammad Salman Al Ferdinand, Novingky Feriyanto, Ade Gunawan, Adriani Harsanto, Molbi Febrio Haryadi, Rofiq Noorman Hasan, Sawqi Saad El Herawati, Ermi Indra Lesmana Kusyana, Kusyana Malik, Muhammad Akmal Ibnu Maulana, Arman Maulidia, Nur Fajar Melinda, Vera Muhamad Komarudin Muliyadi Muliyadi Mustika, Indri Ayu Mutaufiq, Ali Nasution, Raden Pratama, Ade Rafli Putri, Siti Julfa Sa`Diah Ramdani, Akmal Rizky Maulana, Rizky Siti Aminah Sopiati Sopiati Suherman, Cecep Sukardi Sukardi Supriatal, Supriatal Teguh Pribadi Usman , Usman Usman Usman Usman, HM Utarindasari, Destiana Wasan, Guruh Herman Yundira, Viska