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BAYU KURNIAWAN
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Green Economics Review

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Citra Merek dan Marketing Mix Terhadap Keputusan Pembelian Skincare Ms Glow Melalui Word of Mouth Oky Agustina; Bayu Kurniawan; Roro Hawik Ervina Indiworo
Green Economics Review Vol. 1 No. 2 (2024)
Publisher : Yayasan Al Ma'arif Dawuhan

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Abstract

The Indonesian cosmetics industry is currently experiencing rapid growth, particularly in the beauty and skincare sectors. One of the well-known and trusted skincare brands is Ms Glow. Every company adopts strategies to maintain its market share. One of Ms Glow's strategies to retain its market share is by strengthening brand image and delivering a positive brand perception to consumers. This research aims to analyze the influence of brand image and marketing mix on purchasing decisions of Ms Glow skincare products through word of mouth (WOM) among students of the Faculty of Economics and Business at PGRI University Semarang. This study employs a quantitative design. The population includes all Management Program students in the Faculty of Economics and Business. The sample was determined using the Slovin formula, resulting in 310 respondents selected through purposive sampling. Data collection was conducted using primary data obtained through questionnaires distributed to respondents with a Likert scale. The data analysis method employed is quantitative analysis, supported by SPSS software for data processing. Tests conducted include instrument testing, classical assumption tests, and multiple linear regression analysis. The research results indicate that brand image has a positive and significant influence on purchasing decisions and word of mouth; the marketing mix does not significantly influence purchasing decisions; the marketing mix has a positive and significant influence on word of mouth; word of mouth has a positive and significant influence on purchasing decisions; and word of mouth significantly mediates the influence of brand image on purchasing decisions and the marketing mix.
Pengaruh Green Behaviour dan Green Inovation terhadap Corporate Sustainability Performance Lifiya Kholifatunnisa; Bayu Kurniawan; Noni Setyorini
Green Economics Review Vol. 2 No. 1 (2025)
Publisher : Yayasan Al Ma'arif Dawuhan

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Abstract

This study aims to examine the influence of green behavior and green innovation on corporate sustainability performance, with a focus on KOPERSEMAR Group. The research employs a quantitative approach. The population consists of all employees working at the KOPERSEMAR Group office in Semarang. The sampling technique used is purposive sampling, resulting in a total sample of 172 respondents. This study applies Multiple Linear Regression Analysis using SPSS Version 26 to analyze the data. The findings indicate that green behavior does not have a significant impact on corporate sustainability performance. However, green innovation has a positive and significant effect on corporate sustainability performance. These results suggest that while environmentally friendly behaviors among employees may not directly enhance corporate sustainability performance, the implementation of innovative green practices within the company plays a crucial role in achieving sustainability goals. The findings contribute to the growing body of literature on sustainable corporate practices by highlighting the importance of green innovation in organizational performance. Companies seeking to enhance their sustainability performance should focus on fostering green innovation through technological advancements, process improvements, and sustainable product development. Future research could explore the moderating or mediating factors that might strengthen the relationship between green behavior and corporate sustainability performance. Additionally, expanding the study to different industries or incorporating qualitative insights could provide a more comprehensive understanding of the dynamics between green practices and corporate sustainability.
Co-Authors Abd. Rasyid Syamsuri Alfin Damayanti Alvina Kusumaningrum Ananda Shabrina Putri Gunawan Anistia Dewi Muflikhah Antik Kristyaningsih Aprillia Suryani Pujiastuti Ardi Kurniawan Assegaf, Syaipul B. Jessediaz Ryswara Hati Bayu Kurniawan Chadiyan Faturachman David Abdul Kholiq Enik Oktafiana Erni Ernanda Ersa Fadilla Darmawati Putri Fadjar Darmaputra Farah Chalida Hanoum Fithri Widyannita Yarisma Fitri Dwi Jayanti Fitria Dita Kurniasari Gilang Cahya Nusantara Gultom, Henry Casandra Heri Prabowo Hidayati, Armawati I Nyoman Dedi Arimawan I Nyoman Dedi Arimawan Ika Indisari Ika Menarianti, Ika Inayatur Rosidah Indriasari, Ika Jarmadi Setiawan Khusnul Khotimah Lestari, Utami Puji Lifiya Kholifatunnisa Mara Qonitatillah Meishella Sismi Indah Rahayu Melysa Ika Erfiana Miftakhul Huda Mudiansyah, Puja Mukharomah Mukharomah Musfirotul Ainiyah Mutiara Tresna Parasetya Ninik Ambarwati Noventia Karina Putri Novia Dewi Nuriyadi, Anggia Nurlita Nazma Prameswari Nurul Ratnawati, Nurul Oky Agustina Prianka Ratri Nastiti Putri Rahma Dhani Qristin violinda Ratih Hesty Utami Ratih Hesty Utami Puspitasari Revan Danu Aji Rita Meiriyanti Riza Dian Cahyani Rosyadi, Raden Ibnu Roza Yulida Rr Hawik Ervina Indiworo Setyorini, Noni Shofif Sobaruddin Akbar Shonda Paulina Martines Siska Widayanti Siti Nur Mahmudah Sugiyanto Sugiyanto Sutrisno Sutrisno Valadeva Izzulhaq Vita Adi Meli Yana Wahyu Ika Pramono Yanuar Yulianto Yuanita Rizky Mamluati Yunita Ayu Maulidiyah Yusuf Ehza Putra