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All Journal Ilomata International Journal of Social Science International Journal of Science and Society (IJSOC)
Inggrid
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Religion Humanities Education Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Social Sciences Other

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Impact of Green Advertising and Packaging on Purchase Decisions via Green Perceived Value Inggrid; Puspasari, Tri Ratih; Yunus, Ulani
Ilomata International Journal of Social Science Vol. 5 No. 4 (2024): October 2024
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v5i4.1354

Abstract

This study seeks to explore the impact of green advertising, eco-friendly packaging, and perceived green value on consumer purchasing decisions within the beverage industry, particularly in the bubble tea sector. Most bubble tea beverages are served in disposable plastic cups, lids, and straws, contributing to the accumulation of waste in Indonesia. Observing this issue, the Indonesian public has begun to feel a sense of guilt associated with the use of plastic packaging and prefers brands that incorporate sustainability in their packaging. Consequently, Chatime has initiated the implementation of green marketing by introducing the Eco Cup as an environmentally friendly alternative beverage packaging made from paper. Chatime promotes its Eco Cup to consumers through green advertising on Instagram. This study employs the SOR theory to explain how green advertising and green packaging serve as stimuli that partially influence green perceived value (the organism), ultimately leading to purchase decisions .(the response). Using a quantitative approach with a survey method, questionnaires were distributed to 400 respondents. The findings indicate that while green perceived value has an indirect impact, the direct influence of green advertising and green packaging on purchase decisions is more significant. The indirect effect of green packaging on purchase decisions through green perceived value is notable, as is the direct influence of green packaging on both green perceived value and purchase decisions. Green packaging plays a crucial role in shaping positive perceptions before individuals make a purchase
Business Communication Strategy Fritz Gelato through Instagram Putraruri, Clement; Inggrid; Anyelia, Evira Dwi
International Journal of Science and Society Vol 6 No 2 (2024): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v6i3.1197

Abstract

The enormous business competition in this era also forces every business to be able to adapt to technology. With the advent of technology, and competition, activities such as marketing and recruitment information carried out by businesses are moving from print to online media. This proves the important role of social media in the digital era, which is very important in developing a business so that it continues to run. This research focuses on business communication strategy as a tool for Fritz Gelato to introduce and promote his business to the wider community with the help of technology. This research aims to find out the role of Fritz Gelato's business strategy which utilizes communication in helping the development of the business itself. The qualitative method used in this research uses business communication strategies to see how important communication is in business development. This research found that communication in business can provide higher business exposure to Fritz Gelato, which can provide information access to customers more easily and increase a business's credibility.
Co-Authors Anyelia, Evira Dwi Puspasari, Tri Ratih Putraruri, Clement Yunus, Ulani