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All Journal Jurnal Ilmu Sosial dan Humaniora Jurnal Bisnis dan Manajemen Jurnal Ilmu Komunikasi MODUS-Jurnal Ekonomi dan Bisnis Jurnal Komunikasi Adi Widya : Jurnal Pengabdian Masyarakat Jurnal Organisasi Dan Manajemen Journal of Secretary and Business Administration Eksis: Jurnal Riset Ekonomi dan Bisnis E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi BISMA (Bisnis dan Manajemen) Jurnal Pijar : Studi Manajemen dan Bisnis Indonesian Journal of Creative Business and Technology
Yunita Budi Rahayu Silintowe
Universitas Kristen Satya Wacana
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Organisasi Dan Manajemen

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The Effect of Green Marketing Function on Purchase Intention Through Corporate Image Nahar, Zuwan Nisfu; Silintowe, Yunita Budi Rahayu
Jurnal Organisasi dan Manajemen Vol. 17 No. 2 (2021)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/jom.v17i2.1493.2021

Abstract

The high growth of the human population accompanied by technological developments has created problems for the environment. The importance of environmental sustainability is becoming increasingly apparent to people which also causes a change in purchasing conduct. This change needs to be anticipated by marketing, one of which is green marketing. This study aims to determine the impact of the green marketing function, which involves green activities, green images, and corporate communication, on purchase intention through the corporate image. Findings. Based on the questionnaire filled out by 163 respondents and analysed using the structural equation modelling, it was found that there was no effect of the green marketing function on purchase intention, but there was an indirect effect between the marketing function on purchase intention and corporate image as the mediating variable. These results indicate that there is full mediation the independent variable can not influence the dependent variable without mediating variable.
Green Self-Identity as a Mediating Variable of Green Knowledge and Green Purchase Behavior Yunita Budi Rahayu Silintowe; I Made Sukresna
Jurnal Organisasi dan Manajemen Vol. 18 No. 1 (2022)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/jom.v18i1.2564.2022

Abstract

Purpose - Most environmental problems can be solved with community support through public purchase behavior on eco-friendly products. Therefore, this study aimed to examine the effect of green knowledge on purchase behavior with self-identity as a mediating variable. Methodology - The data were collected using a questionnaire and a self-administered survey, generating 271 valid responses. The PLS-SEM approach with SmartPLS Version 3.0 was used to develop a study model and evaluate hypotheses. Findings - The results showed that green knowledge influences purchase behavior and self-identity. Furthermore, green self-identity influences purchase behavior and mediates between knowledge and purchase behavior. When customers gain more knowledge, their identity in caring for the environment increases and enhance the purchase behavior of eco-friendly products. The results implied that business people should educate consumers concerning environmental conservation efforts through the use of eco-friendly products. Originality - Green self-identity as a mediator between green knowledge and purchase behavior. Studies on green self-identity are still limited as many focus on purchase intention in green products, only a few studies focus directly on green purchase behavior.
Co-Authors Andrian Dolfriandra Huruta Annie Susanto Bagaskara, Daniel Belawan, Marcelina Bulan Claudia Trivena Cynthia Hartono Diwa, Flowrensia Asa Elisabet Yesika Sitanggang Hariyanto, Nico Harnoto, Tri Hermanto Hermanto I Made Sukresna Johnson Dongoran Margareta Cahya Christy Pramudita Meiliana Meiliana Michael Reinout Adonis Nahar, Zuwan Nisfu Rachmah, Zahrotul Laila Rangan, Lenny Herlina Rosaly Franksiska Sejati, Sugeng Waluyo Stefany Jeane Tayl Suntoro, Wiharto Wiharto Suntoro Yusepaldo Pasharibu