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Journal : Social Sciences Journal

The Effect Of Green Product And Green Advertising On He Purchase Decision Of Drinking Water In The Kitaro Brand On The Community Of Pondok Kelapa District, Bengkulu Central Bengkulu Kusnadi, Deky; Soleh, Ahmad; Irwanto, Tito
Social Sciences Journal Vol. 1 No. 1 (2024): November
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/soc.v1i1.75

Abstract

The green marketing or go green campaign program in Indonesia is shown by the development of environmentally friendly products (green products) by the industry to attract consumers to make purchases. The purpose of this study was to determine the effect of green advertising and green products on purchasing decisions of drinking water in the KitaRO brand in the community of Pondok Kelapa District, Central Bengkulu Regency. The sample in this study was 100 people from Pondok Kelapa District, Central Bengkulu Regency who purchased KitaRO bottled drinking water. Collecting data using a questionnaire and the analytical method used is multiple linear regression, determination test and hypothesis testing. The results of the regression analysis show Y = 7.153 + 0.282X1 + 0.562 X2, this describes a positive regression direction, meaning that there is a positive influence between X1 (Green product) and X2 (green advertising) on purchasing decisions (Y). It means that if the Green product and green advertising variables increase, it will increase purchasing decisions. The magnitude of the coefficient of determination is 0.390. This means that X1 (Green product) and X2 (green advertising) affect purchasing decisions (Y) by 39% while the remaining 61% is influenced by other variables not examined in this study. The results of the t-test at a significance level of 0.05 explain that partially the Green product and green advertising variables have a significant influence on the variable purchasing decisions of drinking water in the KitaRO brand in the community of Pondok Kelapa District, Central Bengkulu Regency. The results of the F test at a significance level of 0.05 explains that the Green product and green advertising variables have a simultaneous (together) influence on the decision to purchase KitaRO branded drinking water in the community of Pondok Kelapa District, Central Bengkulu Regency
Survival Strategies Of UMKM In Bengkulu City In Facing Inflation (Phenomenological Study) Sari, Yerni Puspita; Soleh, Ahmad; Kresnawati, Kresnawati
Social Sciences Journal Vol. 2 No. 2 (2026): February
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/soc.v2i2.438

Abstract

The purpose of this study was to determine the survival strategies of UMKM in Bengkulu City in facing inflation. This research method used descriptive qualitative and quantitative research, often referred to as mixed methods. A phenomenological study with SWOT analysis was used as qualitative research. Furthermore, the use of SWOT, EFE, IFE, IE, and QSPM matrices, all in numerical form, constitutes quantitative research. The research sample consisted of five UMKM operating as Padang restaurants in Bengkulu City. The data analysis technique used was descriptive qualitative and quantitative. The results of the study showed a total IFAS score of 2.73 and EFAS from the SWOT analysis of 3.10, placing the business position in Quadrant I (aggressive strategy) which means that the strategy is more emphasized on the strengths and opportunities that are owned, namely the quality of Minang's distinctive taste, customer loyalty, and strategic location of the business. The results of the QSPM (Quantitative Strategic Planning Matrix), the alternative strategy that is the main priority is the strategy chosen with the highest number of weight values, where the strategy is a market penetration strategy with a TAS (Total Attractive Score) value of 6.55 which means Expanding promotions through social media and digital platforms.
Co-Authors - Pramono - Suratno -, Erlinawati Abdul Haris Abdul Rahman Abdul Rahman Abdul Wahid Abdullah, Hasan Abi , Yudi Irawan Abi, Yudi Irawan Achmadalena, Mirda Afandra, Rizki Afrijal, Gustian Afriliani, Anisa Agresti, Agresti Agus Santoso Agustin, Neli Aji Sudarsono Alamsyah , Alif Novliyan Aldianto, Ferdy Alfarisy, Abdurrahman Alfin Iman Farizqi Alvionah , Tia Amabell, Selly Andini , Puja Andini, Puja ANDY MULYANA Angga Angga Anggara, Agil Anggun Pratiwi Anita, Efni Aprilia, Dela Aprilia, Izra Putri Apriyanti, Yossi Apta, Muhammad Ferdi ARIF LESMANA Arise Meijulni Arlina Arlina Arniwita Arniwita Asep Kikin Mutakin Asiah Asnawati Asnawati Astuti, kamelia Astuty, Kamelia Aulia, Nyimas Aulia, Rifah Ayu Agustin Ayu Ardilla Ayu, Hesi Putri Balikaya, Sedat Bintang, M Ilham br Simanjuntak, Novita Sari Budi Setiawan Bugianto, Hendri Cahya, Andika Candra Adi Putra Putra Chairunisa, Putri Aulia Chandra, M. Jeffri Arlinandes Citra Dewi Damarsiwi, Eska Prima Monique Daniarti, Rahma Daniel, Prima Audia Darmayanti Darmayanti Dedi Hermanto Deffri Anggara Deka Veronica Deko Pranata Deky Putrafinaldo Dendi Afrizal Deni Firmansyah Deni Saputra Deni Saputra Denny Wiryadhana Deri Yardiansyah Desita, Ridha Tri Dewi, Elizabet Sari Dewi, Fitria Dhiaurahman, Hernanda Dian Dian Dianestari , Gea Dirasmi, Sipti Diwangkara, Agustio Dodi Hardinata Dona, Hesti Pestiko Dwi Nova Dwi Puji Lestari, Dwi Puji E G , Ida Ayu Made E.G , Ida Ayu Made Efendi, Aprizal Effendi , Bahman Effendi , Yanto Effendi, Yanto Eka Vitri Yulita Eko Ariadi ELLYA REVOLINA, ELLYA Endah Rita Sulistya Dewi Endah Tri Kurniasih Endah Tri Kurniasih Eno Pramino Ermy Wijaya Ertanto, Dodi Etik Winarni Etik Winarni Fadila, Ayu Fahlevi, Mochammad Falentino, Feby Farizqi, Alfin Iman Febliansa , M Rahman Febliansa , M. Rahman Febliansa, M Rahman Febliansa, M. Rahman Febrina, Tri Fenti, Fenti Feri Susanto Feri Susanto, Feri Ferina, Zahra Indah Ferina, Zahrah Indah Ferli, Kurnia Dwi Ferona Gustiana Fery Gustian Fitria, Savira Fitriano , Yun Fitriano, Yun Gandi , Ramanda Gaol, Vandri Salomo Lumban Gayatri , Ida Ayu Made Ermeytha Gayatri, Ida Ayu Made E. Gayatri, Ida Ayu Made Er Meytha Gayatri, Ida Ayu Made Ermetha Gayatrie Ratna Bella Gibran, Ahmad Gita Syafitri Gunawan Gunawan Gustian, Fery Gustiana, Ferona Gustika , Soni Habibullah Al Haj Al Haddad Hadi Hidayat Hadi Supriyono Halim, Abd Hanila, Siti Hardinata, Dodi Harwini, Dewi Helmina, Helmina Hendra Kurniawan Hendriek Mahendry Herayanti, Pesi Herey, Fadhel Alfarozi Herfianti, Meiffa Heri Yeni Susanti Herlin Herlin Herlin, Herlin Herlina, Yeni Herlyaminda, Evi Hermanto, Dedi Herry Novrianda Hesti Nur’aini Hidayah, Nenden Restu Hijeria, Putri Ida Anggriani Ida Ayu Made E.G Ida Ayu Made ER.M.G Ida Ayu Made Ermetha Gayatri Ike Wulandari Imam Ade Mahfud Irmanelly, Irmanelly Irwandi, Abdurrahman Iskandar, Ghovinda Kumala Iwa Pala Jekzen, Beni Juanida, Erika Julaili Putri, Ela Juliana, Pinti Juniar, Intan Kamelia Astuty Karona Cahya Susena, Karona Cahya Kaulan Kaulan Kaulan Ketut Sukiyono Kimas Kurniawan Kismet, Agustinus Kresnawati , Kresnawati Kresnawati Kresnawati Kresnawati, Kresnawati Kristianto, Aloysius Hari Kurnia Dwi Ferli KURNIAWAN, ADITIA Kurniawan, Aguston Kurniawan, Kimas Kusnadi, Deky Kusumawarty, Pratiwi Landa, Delta R Lanisy, Nihan Anindyaputra Lastri, Zelli Lensa Odios Lestari , Tri Lestari, Noni Lianto Listeriani, Eva Liza Yulianti M. Rahman Febliansyah Made E G , Ida Ayu Made E.G, Ida Ayu Maharani, Nana Maharani, Ririn Puspa Mahfud, Imam Ade Mailiza, Nina Malau, Joyana Uliarta Marleza, Yozi Marsyaf, Agesha Martiani Martiani, Martiani Marwanto Marwanto, Marwanto Maryanti, Eka Putri Marzan Marzan Marzan, Marzan Maulana, Sidik Mawarni, Hasana Mayesti, Indria Meijulni, Arise Melati Puspita Sari Merri Anitasari Merri Anitasari, Merri Merwan Afrizal Mikaresti, Pamela Mohammad Ansyori Muhamad Rama Fitra Buana Muhamad Zuhri Muhammad Hafiz Handika Muhammad Ikhsan Muhammad Khumaedi Muhammad Rahman Febliansa Muhammad Syafii Muhammad Syaipul Hayat Muhibin, Ahmad Muji Lestari Muji Lestari Mukti, Mukti Mulyadi - Mulyadi - Muryanti, Suci Meisyah Mutiara Putri, Mutiara Nastiti, Defika Putri Nasution , Suswati Nasution, Suswati Nata , Fandwi Nela Oktaviani Nenden Restu Hidayah Nengsih , Mimi Kurnia Nengsih, Mimi Kurnia Neri Susanti Ngatimin Ngatimin Ninosari, Devina Nirta Vera Yustanti Noni Lestari Nopiyanti, Penti Nori Dwi Apriandi Noviansyah Noviansyah Novman Ahmad Ali Nupsi, Nupsi Nurzam Nurzam Trisna Nurzam, Nurzam Oktavia, Ferda Oktaviana, Nensy Owen, Delta Panjaitan , David Panjaitan, David Panjaitan, Klara Mega Utari Paramita, Sita Pariyam, Siti Peringki, Peringki Pirdayanti, Mei Sela Pradesa, Ades Prawijaya, Bambang Siswan Prayuda, Angga Ares Pudail, M. Purnama , Sindi Ade Puspitasari, Nadia Putra, Dwingki Marta Putra, Iklas Ade Putra, Iswidana Utama Putri Nastiti , Defika Putri, Annisa Rahma Putri, Cyndi Dwi Putri, Pongki Resmala Putri, Tiara Renita Putri, Widia Dwi Okta Putriani, Ririn Racmi, Seci Lia Rahayu, Yunie Rahmadani, Atiqah Rahmadania, Friska Rahmat Hidayat Rahmi Handayani Ramadani, Nurul Sakinah Ramda Sari, Tia Ramdona, Desti Rangga Saputra Recky Ernando Reka Susanti Reno Oktapian Revaldo Khairullah Riani, Gusti Ridwan Nurazi Ridwan Nurazi, Ridwan Rinto Noviantoro, Rinto Rita Prima Bendriyanti Rizky Ramadhan, Rizky Rosandy, Muhammad Wahyu Roziana, Refsi Sachanovrissa, Silke Sagita, Nabila Dayana Salsabila, Unik Hanifah Samsiah Maripah Santoni Bayu Satria Sanupil, Peri Sapitri , Wulan Saputra, Debi Tri Saputra Sari, Lora Nopita Sari, Masita Sari, Meisie Novia Sari, Melpa Yupita Sari, Nely Puspita Sari, Pitriya Anggun Sari, Tia Ramda Sari, Yerni Puspita Sari, Yolanda Sarma, Dimas Titan Putra Siboro, Nadia Sauli Yanti Br. Silke Sachanovrissa Simanjuntak, Novita Sari Br Siregar, Sawaluddin Siswoyo Siswoyo Sri Astuti Sri Handayani Suci, Syakira Maharanti Sulisti Afriani Sulistia, Zahra Surya Nengsi Susanti, Reka Susilawati , Esti Suswati Nasution Suswati Nasution Suwarni Suwarni Suwarni Suwarni Suwarni Suwarni Suwito Eko Pramono Suyanto Suyanto Syafitri, Gita Syahputra, M Iqbal Syakira Maharanti Suci Tambunan, Dennis Rydarto Tania Hasibuan Taofik Hidayat, Taofik Tito Irwanto Tito Irwanto Tito Irwanto, Tito Tito Sarwono Toresman, Amza Torisman, Amza Tri Ayu Mardhatillah Tri seira Febrisa Tria Patrianti Trio Ade Putra Trisnawati, Novika Ulandari, Silvia Ulva, Marya Utama, Gilang Fajar Utomo, M. Fredi Vesti Septina Putri Vikaliana, Resista Viqi Al Candra Wafiaziza, Wiken Wagini Wagini, Wagini Wahid Nugroho Wahyu Hidayat Wahyudi Al’azim Wardani, Desta Andriani Kusuma Widyanto Widyanto Wijaya , Ermy Wijaya, Ermy Wijaya, Ermy Wijaya, Gino Wijaya, Raindra Saptono Windoro, Desrio Wulandari, Annisa Wulandari, Asyora Wulandari, Melsa Yan Presli Yanti , Rina Trisna Yanti, Laras Dwi Yanti, Rina Trisna Yanuardi Yanuardi Yanuardi Yanuardi Yasirudin, Novia Triana Yen Vesno Yohana Andriani Yolanda, Dwi Yudi Irawan Yudi Irawan Abi Yuliana, Alisa Yulianti, Oni Yulita, Eka Vitri Yun Fitrano Yun Fitriano Yun Fitriano Yun Fitriano Zahra Indah Ferina Zahrah Indah Ferina Zentra Zentra Zoniarti, Zoniarti Zuhri, Muhamad Zulfanetti