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All Journal TEACHING : Jurnal Inovasi Keguruan dan Ilmu Pendidikan International Journal of Integrative Sciences Jurnal Pendidikan Sultan Agung MULTIPLE: Journal of Global and Multidisciplinary
Rizal, Moch
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : International Journal of Integrative Sciences

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The Role of Emotional Response in Mediating the Influence of Green Product and Green Promotion to Sales Performance, A Study on Dairy Products Marketed in Modern Market Channels Rizal, Moch; Zaenudin, Zaenudin; Rasenda, Rasenda; Ibarda, Aditya; Wiyana, Hari
International Journal of Integrative Sciences Vol. 3 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijis.v3i8.10540

Abstract

This study aims to analyze the role of emotional response in mediating the influence of green products and green promotion on sales performance. This quantitative research with a causality design uses a sample of dairy product customers sold in modern market channels and is analyzed using the Structural Equation Model. The results of the study show that green products and green promotion directly have a positive effect on emotional response and sales performance. Emotional response is proven to affect sales performance and can mediate the influence of green products and green promotion on sales performance. Empirical evidence shows that the implementation of green products and green promotions can increase consumer emotional response and have an impact on improving sales performance. This study implies that the green marketing approach can enhance the integration of environmental issues in all aspects of the company's activities, from strategy formulation, planning, and production to distribution, which positively impacts sales performance. This green marketing concept is very relevant in answering fierce business competition declining global economic conditions and helping companies improve customer service and satisfaction with going green  
Co-Authors edy Ibarda, Aditya Nourma Ulva Nuriza, Rifki Rahmat Kamal Rasenda, Rasenda Wiyana, Hari Zaenudin Zaenudin