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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Ilmiah Econosains Widya Cipta : Jurnal Sekretari dan Manajemen Jurnal Pemberdayaan Masyarakat Madani (JPMM) JRMSI - Jurnal Riset Manajemen Sains Indonesia Al-Kharaj: Journal of Islamic Economic and Business Widya Cipta : Jurnal Sekretari dan Manajemen
Andrian Haro
Universitas Negeri Jakarta
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The Influence of Health Consciousness, Social Media Marketing, and Electronic Word-of-Mouth (eWOM) on Purchase Intention through Attitude towards Stevia Natural Sweetener Products Erika Shofia Faradysa; Andrian Haro; Meta Bara Berutu
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9267

Abstract

The increasing prevalence of metabolic diseases and the imbalance between sugar production and consumption in Indonesia have intensified interest in alternative sweeteners such as Stevia. This study aims to examine the effects of health consciousness, social media marketing, and electronic word-of-mouth (eWOM) on consumers’ purchase intention toward Stevia products, with attitude serving as a mediating variable. A quantitative survey was conducted among 250 urban consumers in Jakarta who were familiar with Stevia and actively used social media. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that health consciousness, social media marketing, and eWOM significantly influence consumer attitudes and purchase intention, both directly and indirectly. Attitude emerges as the strongest predictor of purchase intention and acts as a significant partial mediator in all examined relationships. The model demonstrates moderate explanatory and predictive power, confirming its robustness. These findings support the Theory of Planned Behavior within the functional food context and highlight that consumer purchase intention toward Stevia is primarily shaped through positive attitudinal formation rather than direct promotional exposure alone. The study implies that effective marketing strategies for alternative sweeteners should prioritize health-oriented education, credible social media engagement, and authentic peer communication to strengthen consumer attitudes, thereby supporting public health objectives and national food security.  
Green Trust as Mediator in Green Sharing Intention of Palmyra palm Packaging among Generation Z Amaral, Maria Augustin Lopes; Haro, Andrian; Ketmoen, Adrianus; Fallo, Apryanus; Watu, Engelbertus G. Ch.; Ang, Clarisa Margaretha; Gani, Elisabeth Adelia Merdeka Wati
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 9 No. 2 (2025): September
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v9i2.11527

Abstract

This study examines how perceived credibility, eco-literacy, and environmental awareness shape green trust and ultimately increase green sharing intention toward environmentally friendly packaging made from palmyra palm in the context of Generation Z in Kupang. The aim is to emphasize the central role of green trust as a psychological bridge between perception, knowledge, and awareness with green information sharing behavior that has advocacy value. The method used is a quantitative survey based on an attitude scale questionnaire, with analysis using Partial Least Squares Structural Equation Modeling. This study involved 144 respondents. The results show that green trust directly drives green sharing intention, perceived credibility directly drives green sharing intention, while perceived credibility, eco-literacy, and environmental awareness strengthen green trust; subsequently, green trust mediates the influence of these three factors, thereby driving stronger sharing intentions. In the context of palmyra palm packaging, trust provides psychological legitimacy to sustainability claims and channels environmental awareness impacts through more stable beliefs. Theoretically, this study enriches the green marketing literature by introducing an integrated framework that positions green trust as a mediating mechanism linking credibility, ecological literacy, and awareness with green sharing intentions, while expanding the discourse that previously focused more on green purchasing intentions. Practically, these findings provide concrete guidance for companies and policymakers to strengthen transparent communication strategies, develop ecological literacy programs, and intensify environmental awareness campaigns to encourage consumer advocacy and expand the adoption of sustainable palm based packaging as an alternative to single-use plastics.
Co-Authors A. W. S Waspodo, Agung Adrianus Ketmoen Agung AWS Waspodo, Agung Agung Wahyu Handaru Ang, Clarisa Margaretha Apryanus Fallo Aviyati , Friska Cindy Dalimunthe, Sholatia Engelbertus G. Ch. Watu Erika Shofia Faradysa Gani, Elisabeth Adelia Merdeka Wati Gatot Nazir Ahmad Krissanya, Nofriska Lestari, Friska Aviyati Maria Augustin Lopes Amaral Meta Bara Berutu Mohamad Rizan Muztahid, Muh. Sifaul Nadiastuti, Nur Syifa Rahmadhina, Balqis Saidani, Basrah Suherman, Suherman Waspodo, Agung A. W. S. Watu, Engelbertus Gloria Christy