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All Journal JURNAL PERSPEKTIF BISNIS JOURNAL OF APPLIED BUSINESS ADMINISTRATION SOSIOLOGI: Jurnal Ilmiah Kajian Ilmu Sosial dan Budaya Jurnal Perspektif Bisnis Journal of Business Management and Economic Development Jurnal Pengabdian Kepada Masyarakat Ceria Jurnal Kompetitif Bisnis Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) Jurnal Terekam Jejak (JTJ)
Suprihatin Ali
Universitas Lampung
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Social Sciences Other

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Journal : Journal of Business Management and Economic Development

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Measuring the Green Advertising Effectiveness of Cosmetic Products Using the AISAS Model Salsabila, Jihan Aliya; Ali, Suprihatin; Septiani, Winda
Journal of Business Management and Economic Development Том 3 № 01 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i01.1400

Abstract

This study is motivated by the increasing public awareness of environmental issues that encourage companies to adopt green marketing, including through green advertising strategies. This study aims to measure and explain the effectiveness of green advertising on The Body Shop cosmetic products using the Attention, Interest, Search, Action, Share (AISAS) model. In addition, the AISAS model was chosen because it is relevant in mapping consumer behavior in the digital era, which includes attention, interest, information search, purchasing actions, and sharing experiences. This study uses a descriptive quantitative approach, with a survey method through a questionnaire distributed to 100 respondents. The sampling technique uses a non-probability method with a purposive sampling type. Data were analyzed using SPSS 27 and MS Excel software. The results show that green advertising of The Body Shop cosmetic products is considered effective in influencing consumers with an overall average score of 4.02, which is in the "Effective" category. This advertisement succeeded in attracting attention, building interest, encouraging information searches, influencing purchasing actions, and encouraging consumers to share information. These findings provide theoretical contributions to the green marketing literature and practical contributions to the development of more effective green advertising strategies.
The Role of Purchase Intention in Mediating Celebrity Endorser, Ewom, and Brand Image on Purchase Decision Novriyanti, Rara; Ali, Suprihatin; Adistya, Diang
Journal of Business Management and Economic Development Том 3 № 02 (2025): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v3i02.1604

Abstract

In the globalization era, increasing product competition compels producers to prioritize consumer needs. Wardah emerges as a cosmetic brand that addresses these demands through its commitment to quality and adherence to halal standards. This study aims to explore the role of Purchase Intention as a mediating variable in the relationship between Celebrity Endorser, Ewom, and Brand Image on Purchase Decision. Employing a quantitative approach with an explanatory research design, the study targeted Wardah cosmetic consumers residing in Bandar Lampung. A purposive sampling technique was applied, involving 100 respondents using a Likert-scale questionnaire. Data analysis was conducted through SEM using SmartPLS 4.0 software. The findings reveal that brand image significantly influences purchase intention, while purchase intention fully mediates its impact on purchase decisions. Conversely, celebrity endorsers and ewom do not significantly affect purchase intention. These results underscore the critical role of enhancing brand image to boost consumer purchasing intentions and decisions. Accordingly, it is recommended that Wardah optimize the use of suitable celebrity endorsers and leverage interactive platforms such as TikTok to reinforce its brand image and drive purchase decisions. Future researchers are encouraged to broaden the scope of variables and incorporate comparative analyses to enrich and extend the applicability of the study's findings.
Co-Authors Adistya, Diang Aldi Adianta Dadang Karya Dadang Karya Bakti Damayanti Damayanti Damayanti Damayanti Desi Herawati Diah Ayu Apriliani Diang Adistya Dio Febrian Pratama Djausal, Gita Paramita Fenny Saptiani Firman Handika Ghia Subagja Gia Subagja Gunawan, Yessa Handika, Firman Hani Damayanti Aprilia Ida Vivi Pusvitha Iqbal Harori Ismawati, Titia Jenny Ayu Mutia Kade Putri Ardani Kussuyatmono Bagus Wadianto Mardiana, Dika Mediya Destaia Munawaroh Ningtias, Fina Agus Suci Novriyanti, Rara Nugeraha, Prasetya Nugraha, Prasetya Prasetya Nugeraha Prasetya Nugraha Puspitasari, Ranti Pusvitha, Ida Vivi Putri, Melfiani Rachmawati Lola Widisono Ranti Puspitasari Retno Yulita Salsabila, Jihan Aliya Septiana, Ega Citra Shanti Novia Subagja, Ghia Toni Wijaya, Toni Veina Legista Widisono, Rachmawati Lola Winda Septiani Witri Azzahro Yulita, Retno