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Alfansi, Lizar
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Journal : Journal of Entrepreneurship

 1 
Green Euphoria: Unraveling the Power of Sustainable Brands - Examining the Nexus of Green Brand Image, Authenticity, and Emotional Well-being with the Mediating Force of Green Brand Attachment Manisa Khoirala, Cindy; Alfansi, Lizar
Journal of Entrepreneurship and Business Vol. 5 No. 1 (2024): Journal of Entrepreneurship and Business (February)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v5i1.6069

Abstract

Pupose: The study intends to examine the indirect relationship between green brand image and green brand authenticity on consumer emotional well-being through the mediating variable of green brand attachment. Method: This study employs a quantitative-explanatory approach to examine the relationships between variables. The research focuses on consumers of environmentally friendly cosmetic products in Indonesia. The analysis utilized in this study is Structural Equation Modeling based on Partial Least Squares. The exact number of respondents analyzed in this research is 300 individuals who use environmentally friendly cosmetic products in Indonesia. Result: The findings of this research indicate that Green Brand Authenticity (GA) and Green Brand Image (GBI) have a positive impact on Consumer Emotional Well Being (CWB). Similarly, Green Brand Authenticity (GA) and Green Brand Image (GBI) positively influence Green Brand Attachment (GBA). Green Brand Attachment positively affects Consumer Emotional Well Being (CWB). Green Brand Attachment (GBA) plays a partial mediating role in accommodating the relationship between Green Brand Authenticity (GA) and Green Brand Image (GBI) with Consumer Emotional Well Being (CWB).
Navigating Style: Exploring the Influence of Perceived Benefit and Perceived Ease of Use on Attitude Towards Use in AI-Enhanced Fashion E-Commerce Istiqomah, Puji; Alfansi, Lizar
Journal of Entrepreneurship and Business Vol. 5 No. 1 (2024): Journal of Entrepreneurship and Business (February)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v5i1.6070

Abstract

Purpose: This research will focus on empirical analysis of the role of attitude towards use as a mediating variable between perceived benefit and perceived ease of use towards actual use. The research object is consumers who use e-commerce in Indonesia to purchase products in the fashion industry. Method: This research adopts a quantitative-explanatory approach, focusing on the consumer e-commerce within the fashion industry as its target population. The precise magnitude of this population remains indeterminate. Employing a purposive sampling technique, carrying 270 of respondents whom at least two purchases of fashion items through e-commerce. Result: Perceived Benefit and Perceived Ease of Use positive significant toward Actual Use. Furthermore, Perceived Benefit and perceived Ease of Use positive significant on Attitude Towards Use. Moreover, Attitude Towards Use positive significant on Actual Use. In terms of indirect hypothesis testing, Attitude Towards Use is partially mediating both the relation between Perceived Benefit and Perceived Ease of Use on Actual Use.
Co-Authors Airlangga, Miftah Mahardhika Aprilia, Rachel Winda Asep Mulyana Atjama, Ferry Tema Barokah, Giaza Ananda Berto Usman, Berto Budi Harsanto Chaniago, Bunga Darta, Effed Efendi, Pebri Anjani Rizqi Ekaputri, Seprianti Ferry Tema Atmaja Furqon, Salsa Angraeni Guttena, Revanth Kumar Hadi, Effed Darta Hardi, Effed Darta Indriani, Reni Istiqomah, Puji Manisa Khoirala, Cindy Marela, Andea Ndari Marsyah, Selvin Muhammad Eid Balbaa Muhartini Salim Parwito Parwito, Parwito Pefriyadi, Pefriyadi Romadon, Taufik Salius Silih Sari, Eva Novita Shandy, Venny Mellandhia Syaefulloh Syafitri, Reren Veybitha, Yolanda Yesi Safita Zeqing, Liu