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Journal : Klabat Journal of Management

Predictors of Purchase Decision: The Combined Effects of Business Sustainability Support and Purchase Intention Miranti, Liana; Cahya, Bayu Tri; Soetjipto, Budi Eko; Diah Saputri, Dilla Ajeng
Klabat Journal of Management Vol. 5 No. 2 (2024): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v5i2.1106.114-128

Abstract

This study investigates the effects of business sustainability support (Customer Relationship Management (CRM), Brand Equity, and Corporate Social Responsibility (CSR)) on purchasing decisions, with Purchase Intention serving as a mediating variable, among Tupperware consumers. In the face of intense competition within the plastic-based household goods industry, Tupperware has encountered declining sales, prompting the necessity for innovation and effective marketing strategies. Employing a causal quantitative approach, this study engaged 80 Tupperware consumer respondents and utilized the Structural Equation Model (SEM) for data analysis, employing the Smart PLS 3.0 program. The findings revealed that Brand Equity and CSR exert a positive and significant influence on purchasing decisions, while CRM did not exhibit significance. Furthermore, Purchase Intention was found to mediate the positive impact of CRM, Brand Equity, and CSR on purchasing decisions.
Co-Authors A. Rosyid Al Atok, A. Rosyid Al Abdulloh Abdulloh Ach. Amirudin Adi Hermawansyah Agria Golda Vegetari Agung Winarno Agus Hermawan Agus Hermawan Agustin, Resty Ahmad Zaki Azzuhairi Aji Fitriani, Sofa Akhmad Sanhaji Alamsyahrony, Syahidi Alberta Adinata Amirudin ANANDA SETIAWAN Andika Wulan Febriani Anita Nurgufriani Ari Sapto Ari Sapto Sapto Arief Rahman Hakim Arumdani, Kurnia Aulia Ramadhani Bayu Tri Cahya Binti Nurhaniyah Budi Utami Cindy Pramita Cipto Wardoyo Cristian Polamolo Danang Prastyo Dara Anindya Putri Umagapi Dayat, M Dewi Nurjannah Diah Saputri, Dilla Ajeng Dianti, Ine Luna Didik Hariyanto Dwi Andre Vebriansyah Dwi Hasmidyani Dyah Arini Rudiningtyas Early Harison Mahardhika EFA WAHYU PRASTYANINGTYAS, EFA WAHYU Ely Siswanto Erfan Efendi Erita Febri Lestari Erna Retno Rahadjeng Ery Tri Djatmika RWW Esvanti, Mirza Esy Nur Aisyah Etty Soesilowati Eva, Nur Fadali Rahman Fahma Diena Achmada Farij Ibadil Maula Fauji, Diah Ayu Septi Fazlur Rahman Rahawarin Febriani, Evi Feri Andika Prasetya, Feri Andika Fika Dwi Rahmania Fulgentius Danardana Murwani Gleydis Harwida Hadi Sumarsono Handoyo, Puji Handayati Hanif Rani Iswari Hanurawan, Fattah Hardika Hardika Hari Wahyono Haribowo, Siget Fitrianto Heri Pratikto Hetti Rahmawati Hety Mustika Ani Hikmawati, Kuncoro Aprilia I Made Suardana Ika Andrini Farida Iklil Abdul Hamid Zuhri Imam Mukhlis Islami, Khansa Ismawati Ismawati Ismayantika Dyah Puspasari Ita Athia Ivan Widjaja Joko Kurniawan Joko Kurniawan Ketut Bayu Tresna Prasetya Kurniawan, Dediek Tri Landreas Utama Lie Laurentius Saptono Lestari, Erita Febri Ludi Wishnu Wardana Ludi Wisnu Wardhana Ludi Wisnuwardhana M Dayat M Dayat M. Cholid Mawardi M. Dayat Madziatul Churiyah Mahmud Mahmud Mahmud Mahmud Markhamah, Siti Martha, Jefry Aulia Martin Martin Masula, Fariham Meidiaputri, Riza Dwi Miranti, Liana Mohammad Zainuddin, Mohammad Muhammad Maulana Ibrahim Muhammad Tody Arsyianto Muhizan Tamimi Mukhamad Najib Mulyono, Lia Anggraini Nafisah, A’isy Fiklil Nilamsari, Dwi Nurika Restuningdiah Oktaviani Putri Dita Oktavianti, Indira Petrus Logo Radja Pramita, Cindy Prastyo, Danang Prayoga, Bhima Erlangga Sukma Prita Prasetya Puji Handayati Purwanitasari, Lili Putri, Rifqa Faulia Rachman, Tutut Arif Ramadhani, Aulia Ramadhani Ramandhita Dwi Pranata Ranny Fitria Puspitasari Ratna Dwi Nastiti Rita Anggraini Rahayu Saptaria, Lina Sapto, Ari Sapto Saputra, Muhamad Ajye Silky Roudhotus Sa’adah Siti Malikhah Towaf Siti Zullaikah Multina Putri Sopiah, Sopiah Sopiah, Sopiah Sri Umi Mintarti Subhan, Ega Saiful Sudarmiatin Sugeng Hadi Utomo Suharto Suharto Suranto Suranto Syamsul Hadi Syamsul Hadi Syihabudhin Syihabudin, Syihabudin Tamam, Moh. Badrut Tasnim Nikmatullah Realita Tutut Chusniyah Uki Yonda Asepta Utami Widiati Utami, Rizki Amalia Vidya Damayanti Wahjoedi Wahjoedi Wahjoedi Wahyuningsih, Yuli Wahyuningtiyas, Nanik Wardhana, Ludi Wishnu Wardhana, Ludi Wisnu Wening Patmi Rahayu Wenny Eka Prasetiawan Wicaksono, Ahmad Tibrizi Soni Yenny Fardilla Yohanes Wibisono Yuli Soesetio Zenitha Kurnia Putri