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All Journal Jurnal Manajemen dan Organisasi Jurnal Administrasi Bisnis Jurnal Manajemen Teknologi Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal MBR (Management and Business Review) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Journal of Management and Digital Business Jurnal Kreativitas dan Inovasi (Jurnal Kreanova) Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) Journal of Practical Management Studies
Retno Ardianti
School Of Business & Management, Petra Christian University
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Peran environmental knowledge pada Gen Z dalam memoderasi hubungan antara green marketing dan green re-purchase Intention produk skincare Tjioe , Gracea Febrinda; Ardianti, Retno
Journal of Management and Digital Business Vol. 5 No. 3 (2025): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v5i3.1616

Abstract

This study examines the effect of green marketing strategies on green repurchase intention among Generation Z consumers of locally produced, environmentally friendly skincare products in Indonesia. It also investigates the moderating role of environmental knowledge in this relationship. Using a quantitative approach, data were collected through a survey of 176 eligible respondents, and the analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that green marketing strategies significantly influence green repurchase intention. Among the four green marketing elements, green product, green place, and green promotion have significant effects on green repurchase intention, whereas green price does not. In addition, environmental knowledge strengthens the relationship between green marketing and green repurchase intention, suggesting that the greater an individual’s understanding of environmental issues, the more likely they are to repurchase environmentally friendly products. These findings offer strategic implications for local skincare firms seeking to leverage green marketing to reach Gen Z consumers. For policymakers, the results underscore the importance of strengthening environmental education to foster awareness and sustainable consumption behavior.
BERDAYA BERSAMA; PENDAMPINGAN MARKETING ENTREPRENEURIAL BAGI UMK DENGAN METODE HYBRID SERVICE LEARNING Ardianti, Retno
Jurnal Kreativitas dan Inovasi (Jurnal Kreanova) Vol 3 No 3 (2023): September
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/kreanova.v3i3.5839

Abstract

Perubahan gaya hidup konsumen selama masa pandemi menuntut adanya perubahan bagi pelaku usaha dalam cara memasarkan produk. Namun demikian tidak semua pelaku usaha, khususnya pada skala mikro dan kecil memiliki kesiapan untuk melakukan perubahan yang terkait dengan penggunaan teknologi informasi dan komunikasi. Oleh karena itu kami memberikan dukungan bagi pelaku usaha melalui kegiatan pengabdian masyarakat dengan menggunakan metode service learning. Metode ini merupakan kombinasi antara academic learning dengan community service yang dapat dilakukan baik secara online maupun on-site (hybrid). Kegiatan abdimas ini dilakukan pada 10 usaha mikro kecil yang berada di Wilayah Surabaya, Sidoarjo, Bandung, Bali, hingga Halmahera Utara dan Nusa Tenggara Timur. Berdasarkan evaluasi, kegiatan ini membantu entrepreneurs dalam menyusun strategi pemasaran jangka panjang serta dalam mengoptimalkan pemasaran melalui media sosial maupun e-marketplace. Bagi mahasiswa, kegiatan ini memberikan manfaat berupa penguasaan softskills, hardskills, maupun kesempatan untuk mengenali kekurangan ataupun potensi diri. Hal ini merupakan dampak yang melebihi manfaat yang dapat diperoleh dari pembelajaran dengan metode konvensional.
Co-Authors Gavriel, Arren Given, Lovia Gusjana, Margaret Anezka Jessica Aurelia Setiawan Kempa, Sesilya Mariana Ing Malelak Ratih Indriyani Roberto Andrew Santoso, Enrico Verrell Sebastian Tjakradinata, Matthew Tjioe , Gracea Febrinda Valentina Sonia Risananda