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All Journal Jurnal Ilmu Komunikasi urnal Interaksi: Jurnal Ilmu Komunikasi Wacana: Jurnal Ilmiah Ilmu Komunikasi JIKE : Jurnal Ilmu Komunikasi Efek Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat JURNAL PUSTAKA KOMUNIKASI Business Economic, Communication, and Social Sciences Journal (BECOSS) Diversity: Jurnal Ilmiah Pascasarjana Jurnal Multidisiplin Madani (MUDIMA) Jurnal Locus Penelitian dan Pengabdian eProceedings of Management Mediator: Jurnal Komunikasi Indonesian Journal of Humanities and Social Sciences
Andi Hasan Al Husain
Telkom University
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Journal : Wacana: Jurnal Ilmiah Ilmu Komunikasi

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The Influence of Sustainability Campaign Messages on “Pijak Bumi” Brand Image Through Price Perception Arika, Linda Okti; Gracia, Amanda Bunga; Al Husain, A. Hasan
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 1 June 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i1.4247

Abstract

This research aims to explore how sustainability campaign messages can influence the brand image of Pijak Bumi as an environmentally friendly brand, with price perception considered as a mediating variable. The theory employed in this study is the S-O-R (Stimulus-Organism-Response) theory, which explains how stimuli perceived by individuals can trigger responses, whether positive or negative, internally or externally. The research adopts a quantitative approach with an associative method. Based on its objectives and data type, this study falls into the descriptive category. The data analysis technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM), enabling researchers to test complex relationships between variables. The study findings indicated that sustainability campaign messages significantly influence the brand image of Pijak Bumi as an environmentally friendly brand, with price perception acting as a mediator. The alternative hypothesis is accepted, while the null hypothesis is rejected, indicating that price perception plays a crucial role in reinforcing the impact of campaign messages on brand image. These findings provide valuable insights for marketers in designing effective communication strategies to enhance the promoted brand image.
Co-Authors Agnes, Mutiara Akbar, Moh. Deni Amanda Bunga Gracia Arika, Linda Okti Azalia, Annisa Pramesti Bahri, Niar Nurwahyuni Dhiaulhaq, Aisyah Rahadatul Aisyah Idola Perdini Putri Itca Istia Wahyuni Lambe, Pearly Claire Christabella Moh Faidol Juddi Novianty, Andi Sri Rahmah Nursyifa, Alya Fauziah Putri, Nadia Hendrika Rajiv Dharma Mangruwa Seprina, Wa Ode Sugianto, Larasati Indhita Tenaya, Luh Made Kirana Medhawi Widyatna, Tazkiya Syifa Azaria Zulvi Kori’ah