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All Journal International Journal of Financial, Accounting, and Management Jurnal Pengabdian kepada Masyarakat Nusantara
Diarti, Yen
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Factors affecting consumers intention in purchasing eco-friendly cosmetic products in Batam City Diarti, Yen; Hesniati, Hesniati
International Journal of Financial, Accounting, and Management Vol. 6 No. 1 (2024): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v6i1.1724

Abstract

Purpose: This study aims to identify the factors affecting consumer purchase intention towards ecologically sustainable cosmetic products in Batam City. The factors examined included subjective norms, promotion, perceived behavioral control, trust, and product quality. The data comprised of 322 questionnaires. The scope of this study was confined to Batam; therefore, the findings cannot be extrapolated to other areas.   Methodology: This study employed a survey to obtain data from consumers of cosmetic products in Batam. Results: The data analysis revealed that attitude, perceived behavioral control, sales promotion, product quality, and subjective standards significantly affected the intention to purchase green cosmetic products in Batam City. Nevertheless, trust does not have a significant effect on purchase intention. The findings of this study offer valuable insights for cosmetic companies to devise more efficient marketing strategies for green cosmetic products. Limitations: Data collection was exclusively conducted via questionnaires, which may have introduced respondent bias. Owing to its cross-sectional nature, this study could not elucidate temporal variations. A longitudinal study offers a more profound understanding of fluctuations in consumer intention over time. Contributions: This study validates consumer perspectives on green cosmetics and advocates for more explicit standards and regulations in the sector, and the use of sophisticated biotechnology to extract natural ingredients.
Pengembangan Pemasaran Digital Pada UMKM Catellia Pastry Hesniati, Hesniati; Diarti, Yen
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 5 No. 1 (2024): Jurnal Pengabdian kepada Masyarakat Nusantara (JPkMN)
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v5i1.2393

Abstract

Pengembangan pemasaran digital menjadi suatu keharusan bagi Usaha Mikro, Kecil, dan Menengah (UMKM) seperti Catellia Pastry guna meningkatkan visibilitas, daya saing, dan penjualan. kegiatan ini bertujuan untuk merancang dan mengimplementasikan strategi pemasaran digital yang efektif untuk mendukung pertumbuhan bisnis Catellia Pastry. Metode Pengabdian yang digunakan adalah campuran antara studi literatur, analisis kompetitor, wawancara, dan observasi langsung terhadap pelaksanaan pemasaran saat ini. Hasil Pengabdian ini memberikan pemahaman mendalam tentang profil pasar, perilaku konsumen, dan potensi digital yang dapat dioptimalkan. Dalam pengembangan pemasaran digital, Catellia Pastry perlu meningkatkan kehadiran online melalui platform media sosial, situs web resmi, dan marketplace. Selain itu, strategi SEO (Search Engine Optimization) dan iklan online dapat digunakan untuk memperluas jangkauan pasar. Penyusunan konten yang menarik dan berkualitas tinggi juga menjadi kunci dalam menarik perhatian konsumen. Penerapan teknologi seperti e-commerce, pembayaran online, dan pelacakan analytics dapat meningkatkan efisiensi operasional dan memberikan wawasan lebih lanjut terkait preferensi pelanggan. Program loyalitas dan promosi digital dapat digunakan untuk mempertahankan pelanggan dan meningkatkan retensi. Pengukuran kinerja pemasaran digital perlu dilakukan secara berkala untuk mengevaluasi efektivitas strategi yang diimplementasikan. Analisis data dan umpan balik dari pelanggan dapat menjadi dasar untuk penyesuaian dan perbaikan terus-menerus. Dengan menerapkan pengembangan pemasaran digital yang holistik, diharapkan Catellia Pastry dapat mengoptimalkan potensi pasar digital, meningkatkan pangsa pasar, dan mencapai pertumbuhan yang berkelanjutan dalam industri yang kompetitif ini.
Factors affecting consumers intention in purchasing eco-friendly cosmetic products in Batam City Diarti, Yen; Hesniati, Hesniati
International Journal of Financial, Accounting, and Management Vol. 6 No. 1 (2024): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v6i1.1724

Abstract

Purpose: This study aims to identify the factors affecting consumer purchase intention towards ecologically sustainable cosmetic products in Batam City. The factors examined included subjective norms, promotion, perceived behavioral control, trust, and product quality. The data comprised of 322 questionnaires. The scope of this study was confined to Batam; therefore, the findings cannot be extrapolated to other areas.   Methodology: This study employed a survey to obtain data from consumers of cosmetic products in Batam. Results: The data analysis revealed that attitude, perceived behavioral control, sales promotion, product quality, and subjective standards significantly affected the intention to purchase green cosmetic products in Batam City. Nevertheless, trust does not have a significant effect on purchase intention. The findings of this study offer valuable insights for cosmetic companies to devise more efficient marketing strategies for green cosmetic products. Limitations: Data collection was exclusively conducted via questionnaires, which may have introduced respondent bias. Owing to its cross-sectional nature, this study could not elucidate temporal variations. A longitudinal study offers a more profound understanding of fluctuations in consumer intention over time. Contributions: This study validates consumer perspectives on green cosmetics and advocates for more explicit standards and regulations in the sector, and the use of sophisticated biotechnology to extract natural ingredients.
Co-Authors Hesniati, Hesniati