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The Effect of Green Product Quality, Price Perception, and Emotional Branding on Green Customer Loyalty in Avoskin Skincare Products Napitupulu, Yohana Pedra; Nuvriasari, Audita
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1016

Abstract

Changes in consumer lifestyles that increasingly prioritize environmentally friendly skincare products have contributed to the rapid growth of green skincare in the cosmetic industry. Consumers are becoming more aware of health and environmental sustainability, leading them to prefer skincare products made from natural ingredients that are safe for long-term use. This study aims to analyze the influence of green product quality, price perception, and emotional branding on green customer loyalty toward Avoskin skincare products using a quantitative research approach. The sampling technique employed purposive sampling with a total of 100 respondents who had purchased Avoskin skincare products. Primary data were collected through questionnaires and analyzed using multiple linear regression, while partial hypothesis testing was conducted using the t-test. The results indicate that green product quality, price perception, and emotional branding have a positive and significant effect on green customer loyalty toward Avoskin skincare products. These findings suggest that improving environmentally friendly product quality, maintaining appropriate pricing strategies, and strengthening emotional connections with consumers are important factors in enhancing long-term green customer loyalty.
The Influence of Live Streaming, Influencer Marketing, and e-WOM on Skintific Repurchase Intention on Shopee Juniati; Nuvriasari, Audita
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1048

Abstract

This study addresses the increasing importance of digital marketing strategies in online marketplaces and their impact on consumer repurchase behavior. With the rapid growth of e-commerce platforms, particularly Shopee, understanding the role of emergent promotional tools such as live streaming, influencer marketing, and Electronic Word of Mouth (E-WoM) is essential for brands seeking sustained consumer engagement. The primary objective of this research was to analyze the influence of live streaming, influencer marketing, and E-WoM on the repurchase intention of Skintific products on the Shopee marketplace. A total of 100 Shopee users in Yogyakarta who had previously purchased Skintific products were surveyed using a non probability sampling technique via online questionnaires. Instrument tests confirmed that all collected data were both valid and reliable. Classical assumption tests indicated normal data distribution and a regression model free from multicollinearity and heteroscedasticity. The results reveal that live streaming and E-WoM have positive and significant effects on repurchase intention, whereas influencer marketing does not exhibit a significant influence. These findings suggest that interactive and peer driven communication channels are more effective in fostering repeat purchase intentions in the context of online skincare products.
Market Orientation, Digital Marketing, and Product Innovation Strengthen Competitive Advantage of Cake and Bakery SMEs Agustina, Amanda Tri; Nuvriasari, Audita
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1050

Abstract

The cake and bakery SME sector in Yogyakarta has experienced increasing competition due to shifting consumer preferences and the rapid adoption of digital platforms. In this context, understanding factors that enhance competitive advantage is crucial for business sustainability. This research seeks to analyze the impact of market orientation, digital marketing, and product innovation on the competitive advantage of cake and bakery small and medium-sized enterprises in the Special Region of Yogyakarta. A quantitative research approach was employed, involving 100 SME managers selected through purposive sampling. Primary data were collected using questionnaires distributed directly to respondents. Data analysis was conducted using multiple linear regression. The results indicate that market orientation, digital marketing, and product innovation each have a positive and significant impact on the competitive advantage of cake and bakery SMEs. These findings suggest that integrating market-oriented strategies, leveraging digital marketing, and continuously innovating products can strengthen SMEs’ competitiveness. The study provides practical recommendations for SME owners to enhance business performance and achieve sustainable competitive advantage in a dynamic market environment.
The Effect of Green Product Attributes, Green Trust, and Environmental Awareness on Purchase Intention to Buy Greenwash Detergent Simangunsong, Ferdinan Sandro; Nuvriasari, Audita
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1052

Abstract

Environmental concerns arising from the use of household products, especially conventional detergents that are not easily biodegradable, have driven the emergence of eco-friendly detergents as a more sustainable option. In response, this study seeks to examine how green product attributes, green trust, and environmental awareness influence green purchase intention toward Greenwash detergent. The research adopted a quantitative design using a survey approach. The study involved 100 respondents who were already familiar with information about the Greenwash detergent product. Participants were selected through purposive sampling based on criteria relevant to the research objectives. Primary data were gathered using questionnaires measured on a Likert scale and processed through multiple linear regression analysis, following tests of validity, reliability, and classical assumptions. The findings reveal that green product attributes, green trust, and environmental awareness each have a positive and significant partial effect on green purchase intention. Environmentally friendly product characteristics, stronger consumer confidence in the company’s environmental claims, and higher awareness of environmental protection are key factors that encourage the intention to purchase eco-friendly detergent products.
Co-Authors Ab Wahab, Nur Yuhainis Agung Prayitno Agustin, Fanny Agustina, Amanda Tri Aminah, Dewi Saiful An Arya Putra, Rendy Ananda, Inelia Putri Andika, Jiva Anief Fauzan Rozi, Anief Fauzan Anjas Kridho Asmoro Annisa Annisa Anti, Afni Yuli Arif, Ismi Nurul Artha, Galih Nindi AryaPutra, Rendy An As’ari, Hasim Atan, Valensia Febiola Awaludin Awaludin, Awaludin Azwar binti Salleh Hudin, Noraine Binti Salleh Hudin, Norlaile Bria, Lorina Budi Setiawan Cahyaningtyas, Valentina Erna Candrawati, Krisnita Danardono, Benedikta Sekar Lintang Gemelia Deriandara, Rakellita Devi, Febrimelia Dewi, Risma Vimala Surya Dian Rahayu Dita Puspita Sari, Dita Puspita Djamila, Febrianti Drakel, Febriyani Zaliyanty Dwi Wahyuprasetia Dwiyati Pujimulyani Dyan Elsiningtyas Eka Purnama Sari, Eka Purnama Eko Yulianto Elsiningtyas, Dyan Erika Martha Ayu Ningtyas Eva Yuniarti Utami Fachry Abda El Rahman Fadhi, Taufik Nur Fadilah, Erlin Fauzan Rozi, Anief Fina Damayanti Fitri, Ichlasia Ainul Gita Amalia, Gita Grefanti, Risa Gumirlang Wicaksono, Gumirlang Gurito, Anang Hasim As’ari Hidayati Hidayati Hudin, Norlaile Salleh Ichlasia Ainul Fitri Ilham, Muh Izzati, Fenti Tazkiya Jamiatur Rahman Jati, Virginus Mario Jeharus, Modesta Orjelina Jestin Erlangga Juliani juniati Karina, Carreyra Cucu Krisnita Candrawati Kurniawati, Ayu Febrina Kurniawati, Lathifah kusuma, nala tri Lalu Supardin Lestari, Lyssia Putri Lestari, Monica Lufty Syofaah Mahendra, Agil Yusuf Mamdukhah, Ghina Mamonto, Bayu Bachtiar Maulida, Umi Ainun Meirida, Rosi Mubarokah, Laelaty Mukhorrobin, Ahmad Mustofa Mustofa Mustolih, Mustolih Mutaqin Akbar Nabilla, Amelia Napitupulu, Bayu Chiristian Napitupulu, Yohana Pedra Nisa', Zahrotun Noraine Binti Salleh Hudin Norlaile Binti Salleh Hudin Nur Diana Nur Zarliani Uli Nurak, Montanus Nurjanah, Dita Tri Nurul Hidayati Oktiansyah, Sella Permadani, Fortunella Fistha Prakasiwi , Linda Pramuditya, Ahmad Muflih Pratama, Muhammad Rifqi Pratama, Rohmawan Adi Pratiwi, Nesti Purba, Catherine Adelia br Purwaningtyas, Marischa Galuh Putra, Adhitya Wisaka Putri, Suci Maharani Qomariyah, Diyah Rahayu Nur Rachmawati, Putri Agustina Rahma, Fijri Aulia Rahmadani, Erlina Diah Ramadhani, Hilwa Raswan Udjang, Raswan Reynaldi, Reynaldi Ringo, Vebyla Ronaria Br Siringo Risca Fitri Ayuni Riskiyansyah, Rahmad Rokhimi, Restiana Rosy Tabita Salwa Nur Azizah Saputra, Riski Adi Saputra, Yohanes Agus Adi Sari, Gentrin Mudiah Sella Oktiansyah Selvi Selvi Selvi Selvi Serlipuji Lestianengrum Shanas, Khoiriah Simangunsong, Ferdinan Sandro Simanjuntak, Doan Situngkir, Ober Stepanus Dwi Nugroho Adi Sucia Eka Ayunda Sumarlin, Fawwaz Akbarrama Sumiarsih Sumiarsih, Sumiarsih Sumiyarsih, Sumiyarsih Swasti Pangestu, Brigitta Syahwa, Debrina Cecilia Syarif, Mukhlis Naufal Tiara Tirtakusuma, Christian Johny Priyo Titik Desi Harsoyo, Titik Desi Umul Aiman Usniarti, Juli Utami, Eva Yuniarti Valentina, Dinda Putri Waruwu, Fanny Miktami Lady Taxi Wayan Sutame Wisnu Adi Yulianto Yuli Astuti Yulianto, Wahyu Yurisnawati, Septieya Zaharsah, Jauhar Zulfan Saputra Pratama Pegia