Article Per Year (5 Year)
p-Index From 2020 - 2025
1.817
P-Index
This Author published in this journals
All Journal Sketsa Bisnis JKIE (Journal Knowledge Industrial Engineering) PROFICIO: Jurnal Pengabdian Masyarakat Jurnal Ekonomi Bisnis dan Akuntansi MES Management Journal Journal of Social And Economics Research Neraca Manajemen, Akuntansi, dan Ekonomi journal of social and economic research Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Amma Fazizah
Unknown Affiliation
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Other

Published : 12 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

 1 
Pengaruh Augmented Reality, Eco-Label, dan Green Trust Terhadap Keputusan Pembelian dengan Brand Equity Sebagai Variabel Iintervening: (Studi pada Konsumen Cat Avitex di Official Instagram @avianbrands) Nyoga Fery Afriyanto; Amma Fazizah
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 2 (2025): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i2.6185

Abstract

Technology-based digital marketing and sustainability strategies are becoming essential in building brand competitiveness in the modern era. This study aims to examine and explain the influence of augmented reality, eco-label, and green trust on purchase decisions, with brand equity serving as a mediating variable. The population of this research consists of Avitex paint consumers who follow the official Instagram account @avianbrands and have made at least one purchase. A total of 150 respondents were selected using purposive sampling. The research employed an explanatory quantitative approach, and data were analyzed using path analysis with the assistance of SPSS version 22. The findings reveal that augmented reality, eco-label, and green trust have a significant effect on brand equity, which in turn significantly influences purchase decisions. Additionally, all three independent variables directly affect purchase decisions. The coefficient of determination (R²) value of 0.867 in model 1 and 0.759 in model 2 indicates a very strong relationship between variables. These results suggest that integrating digital innovation and environmental sustainability strategies can enhance brand equity and encourage environmentally conscious consumer purchasing behavior toward products like Avitex paint.
Co-Authors Achmad Sandy Firmansyah Alfiatur Rohmania Anisa Wulandari Antin Rakhmawati Any Urwatul Wusko Dewi Nikmatul Husnah Eko Agus Alfianto Merry Tri Utami Muchammad Ghufron Nur Afifa Agustin Nur Faizatun Nufus Mashfiatul Kamalia Nurul Mufida Nyoga Fery Afriyanto