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All Journal Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Seminar Nasional Informatika (SEMNASIF) JURNAL MEDIA INFORMATIKA BUDIDARMA SEIKO : Journal of Management & Business Jiko (Jurnal Informatika dan komputer) International Journal of Supply Chain Management EconBank : Journal Economics and Banking Jurnal Ilmiah Edunomika (JIE) Jurnal Informatika Ekonomi Bisnis JTIULM (Jurnal Teknologi Informasi Universitas Lambung Mangkurat) Abdimas Galuh : Jurnal Pengabdian Kepada Masyarakat Jurnal Darma Agung Jurasik (Jurnal Riset Sistem Informasi dan Teknik Informatika) Brilliance: Research of Artificial Intelligence Jurnal Inovasi Masyarakat Computing Jurnal Informatika International Journal of Multidisciplinary Sciences and Arts Jurnal Informatika Ekonomi Bisnis
Fitrah Rumaisa
Universitas Widyatama
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Nursing Social Sciences Transportation Other

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Journal : International Journal of Multidisciplinary Sciences and Arts

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Exploring the Impact of Green Marketing, Brand Image, and Purchase Intent on Consumer Decisions for Bogasari Flour Products Muchsam, Yoki; Raspati, Galih; Yuningsih , Yuyun Yuniati; Rumaisa, Fitrah
International Journal of Multidisciplinary Sciences and Arts Vol. 4 No. 1 (2025): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v4i1.5808

Abstract

This research addresses the decline in consumer purchasing decisions for PT Indofood Sukses Makmur Tbk. and Bogasari Flour Mills, emphasizing the growing importance of green marketing in shaping consumer preferences for environmentally friendly products. The study aims to evaluate the influence of green marketing, brand image, and purchase intention on consumer purchasing decisions. Employing a descriptive associative method, the research utilizes a questionnaire distributed to 300 respondents selected through purposive sampling. Data analysis is conducted using SPSS 24, focusing on validity, reliability, correlation analysis, coefficient of determination, and multiple regression. The findings reveal a positive and significant impact of green marketing, brand image, and purchase intention on the sales of Bogasari flour by PT Indofood Sukses Makmur Tbk., indicating that these factors are crucial in influencing consumer purchasing decisions. The results suggest that companies should prioritize green marketing strategies and enhance their brand image to align with consumer preferences, ultimately improving sales performance in a competitive market. In conclusion, integrating green marketing, brand image, and purchase intention into sales strategies is essential for effectively influencing consumer purchasing decisions, enabling companies like PT Indofood Sukses Makmur Tbk. to navigate market challenges and seize growth opportunities.
Co-Authors Ai Rosita Akhmad Rafi Oktavian Azizah Zakiah Benny Susanto Galih Raspati Iwan Rijayana Khoirunnisa, Fathimah Fadhilah Muchsam, Yoki Muhamad Hadziq Ilham Mulyana, Hadist Laroibafi Nurul Fiona Damayanti Obsatar Sinaga Rosita, Ai Rosmawati Rumondor, Aaron Sriyani Violina Sulianta, Feri Susanto, Benny Tanti Nurafianti Ulfah, Khaerani Vincentius Westley Dimitrius Thomas Wahdiaman, Wahdiaman Yan Puspitarani Yenny Maya Dora Yuningsih , Yuyun Yuniati Zainudin, Zalina