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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Journal of Economics, Business, & Accountancy Ventura Indonesian Journal of Business and Entrepreneurship (IJBE) The Asian Journal of Technology Management (AJTM) Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) Jurnal Ilmiah Edunomika (JIE) Journal of Economics and Business UBS Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) The South East Asian Journal of Management INDONESIAN JOURNAL OF URBAN AND ENVIRONMENTAL TECHNOLOGY International Journal of Entrepreneurship, Business, and Creative Economy Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Mustika Sufiati Purwanegara
School of Business and Management, Institute of Technology Bandung, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Social Sciences

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Greenwash Online Marketing: Does Indonesian Gen-Z Still Have The Intention To Repurchase Green Products? Valendia, Ida Ayu Saras; Purwanegara, Mustika Sufiati
Indonesian Journal of Business and Entrepreneurship Vol. 8 No. 3 (2022): IJBE, Vol. 8 No. 3, September 2022
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.8.3.397

Abstract

This research was conducted to know whether Gen-Z in Indonesia still has the intention to buy bottled drinking water after knowing the term greenwash marketing by looking at the mediating effect of environmental concern and perceived quality. The study was conducted using a survey method of 160 Gen-Z respondents in Indonesia and analyzed using SmartPLS. From the research results, there is no significant relationship between greenwash perception and environmental concern with Gen-Z's intention to repurchase bottled drinking water products. However, the relationship between greenwash perception and environmental awareness and quality perception of Gen-Z's intention to repurchase bottled drinking water products was significant. Managers are also expected to focus more on maintaining the quality of bottled drinking water by paying more attention to the environment because clean water can only be obtained if natural preservation and ecosystem balance are correctly maintained, thus avoiding the impression of greenwash marketing in online media. Keywords: Greenwash marketing, environmental concern, perceived quality, repurchase intention, Gen-Z
Exploring The Impact of Perceived Greenwashing on Repurchase Intention of Green Personal Body Care Products Raihana, Jasmine; Purwanegara, Mustika Sufiati
Indonesian Journal of Business and Entrepreneurship Vol. 9 No. 1 (2023): IJBE, Vol. 9 No. 1, January 2023
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.9.1.152

Abstract

Nowadays, brands from various industrial sectors have started to release new product line or branding strategy that focuses on preserving nature, one of the examples being green personal body care. The vague and excessive claims made by the brands evoked negative sentiment called perceived greenwashing as the consumers have a negative perception that the brand was deceiving them. This phenomenon is called greenwashing. The research aimed to understand the relationship between perceived greenwashing among Indonesian consumers with its consequences, such as word of mouth, green personal body care, attitude, and repurchase intention. A survey was conducted among Indonesian green personal body care consumers, receiving 108 valid responses in total. The data was later analyzed using descriptive analysis and PLS-SEM. The findings suggested a negative relationship between perceived greenwashing with word of mouth and green brand image. The two constructs were also the predictor of attitude toward green personal body care products. Attitude is the predictor of repurchase intention. The green brand image was also found to mediate the relationship between perceived greenwashing and attitude, also perceived greenwashing and repurchase intention. Keywords: green personal body care, perceived greenwashing, word of mouth, green brand image, repurchase intention
Proposed Marketing Strategy to Increase Sales By Increasing Brand Wareness Of Water & Wastewater Treatment Company (PT Dwikarya Mitra Sejati) Saputro, Irfan Yusuf; Purwanegara, Mustika Sufiati
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.101

Abstract

PT Dwikarya Mitra Sejati is a company in the form of a Limited Liability Company and is engaged in trading chemicals and services. Where its existence is needed as a company engaged in the distribution and trading of chemicals. It has a chemical storage warehouse in Tangerang. PT Dwikarya Mitra Sejati, the company has a problem with declining sales in every year. PT Dwikarya Mitra Sejati offers a wide range of chemicals to meet industrial needs. However, PT Dwikarya Mitra Sejati has not been optimal in terms of product marketing. So, it can be assumed that the cause of the decline in the company's sales is the absence of a clear and optimal marketing strategy plan. The purpose of this research is to analyze the external and internal business conditions at PT Dwikarya Mitra Sejati so that they can find out the root problems experienced and can implement marketing programs that can increase the company's income. The qualitative method that will be applied in this research is collecting primary and secondary data through internal and customer interviews from PT Dwikarya Mitra Sejati. The main reason for the decline in the percentage of company sales is the absence of a marketing strategy implemented by PT Dwikarya Mitra Sejati. In this research; PETEL analysis, Porter’s 5 Forces, and Customer analysis is used for external analysis. Meanwhile, for internal analysis, Marketing Mix 4p was used, VRIO analysis, purchase analysis. From the results of this study it is suggested that companies make brands easier to recognize and remember as well as build customer trust in these brands and increase sales with STP Strategy, POS Marketing Strategy, and Conventional Marketing Strategy.
Systematic review: Developing a Conceptual Framework for the Factors Affecting Social Capital Sinta, Sinta; Purwanegara, Mustika Sufiati
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.12648

Abstract

Research on a variety of capital-related topics has advanced within the past ten years. Previous studies on this subject have mostly focused on the economic performance of businesses, nations, and regions. However, more and more studies are addressing the impact of social capital on the development of human capital. This study is to investigate the factors affecting the rise in social capital over the previous five years and suggest future research paths through bibliometric analysis. This article reviews 246 papers from 2019 to 2023 in order to rectify this shortcoming. The papers we chose were from an English-language database of essays that were indexed by Scopus. Using a bibliometric approach, we combed through fieldwork and literature on the evolution of collaboration. The relationship between collaboration, knowledge sharing, co-creation of shared values, and social capital is identified as one of the key findings of this research. Therefore, this can add variety to the upcoming agenda. As nodes are not directly connected to the network, it is preferable to use small nodes still attached to the main research or future research directions.
NILAI YANG DIRASAKAN DAN NIAT MEMBELI BIO-BENSIN (STUDI KASUS PERTAMAX GREEN 95): PENELITIAN TERHADAP KONSUMEN BAHAN BAKAR NON-SUBSIDI DI INDONESIA Edith Indra Triyadi1, sMustika Sufiati Purwanegara2 Indra Triyadi, Edith; Purwanegara, Mustika Sufiati
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/6ezn2r24

Abstract

Penelitian ini bertujuan untuk mengembangkan dan memvalidasi secara empiris model yang menjelaskan niat pembelian konsumen terhadap Pertamax Green 95, bio-bensin E5 pertama di Indonesia. Penelitian ini menjawab tantangan bisnis pertumbuhan penjualan yang stagnan dengan mengidentifikasi faktor-faktor kunci yang membentuk nilai yang dirasakan konsumen dan menentukan pentingnya relatif faktor-faktor tersebut dalam proses pengambilan keputusan calon pengguna di pasar Jawa Barat yang strategis. Survei kuantitatif lintas sektoral dilakukan, mengumpulkan data dari 412 pengguna bensin non-subsidi yang belum mengadopsi Pertamax Green 95, yang berlokasi di DKI Jakarta, Banten, dan Jawa Barat. Data dianalisis menggunakan pendekatan dua metode: Partial Least Squares Structural Equation Modeling (PLS-SEM) digunakan untuk menguji kerangka konseptual utama dan lima hipotesisnya, sementara Analisis Varian (ANOVA) dilakukan untuk menguji perbedaan signifikan dalam persepsi kunci di antara segmen demografis yang berbeda. Analisis PLS-SEM mengonfirmasi bahwa kelima hipotesis tersebut secara statistik signifikan, dengan model menjelaskan 59,1% varians dalam Niat Pembelian (R² = 0,591). Hierarki pengaruh yang jelas terbentuk, dengan hambatan utama adalah Sensitivitas Harga (β = -0,354) dan Persepsi Risiko (β = -0,289). Pemicu positif terkuat adalah Kinerja yang Dirasakan (β = +0,258), sementara Kesadaran Lingkungan (β = +0,157) merupakan prediktor terlemah. Analisis ANOVA memberikan bukti empiris untuk segmentasi pasar, menunjukkan bahwa pemilik mobil secara signifikan lebih menghindari risiko dan berorientasi pada kinerja, sementara konsumen berpenghasilan rendah secara signifikan lebih sensitif terhadap harga. Penelitian ini menyediakan model perilaku konsumen terhadap bio-gasoline yang pertama kali diverifikasi secara empiris dalam konteks unik pasar bahan bakar premium Indonesia. Model ini mengukur dominasi pertimbangan pragmatis (biaya, risiko) atas environmentalisme dan secara statistik memvalidasi keberadaan arketipe konsumen yang berbeda—“Affluent but Cautious” dan “Mass-Market Pragmatist”—memberikan dasar yang kokoh untuk strategi pemasaran yang ditargetkan dan disegmentasi.
Co-Authors A Dian Sri Rezki N Adhi Setyo Santoso Adiani, Widyoretno Anisa, Mutia Antonio Gratiano, Antonio Athalia, Regina Atik Aprianingsih Augustine Merriska Aulianur, Felicia Fajr Azniar Nurina Bhaskara, Ida Bagus Dwija Cahya Agunging Hayuwidi, Cahya Agunging Dermawan Wibisono Doni Laksono Eka Yuliana Erlisafitri Erlisafitri, Erlisafitri Ernest Hasiolan Sebastian Ezron Martin Vivaldi Silalahi Fabila Mahadira Gari Nurahman Hadi, Diandra Adelina Harimukti Wandebori Haykel Adityawarman Ihsan Hadiansah Indahtyas Winasis Indra Triyadi, Edith Johnson, Nuraeni Khema Vimala Krisnati Desiana Laksmana, Jason Aditya Martawilaga, Ayu Indriani Melvina Pascaline Mulya, Ardyanto Nuharini, Hepinda Fajari Nur Budi Mulyono Peyton, Fanny Pinandhika, Anak Agung Ngurah Tata Pradipta Wismaya Alby Pramudita Sarastri Putri Karima Hapsari, Putri Karima Rahmah Chairunisa Raihana, Jasmine Rendika Nugraha Ria Agustriana Busra, Ria Agustriana Rizki Amalia Rully Setiawan Saputro, Irfan Yusuf Satya Aditya Wibowo Setiawan, Romi Shafira, Azalia Sinta, Sinta Tamadara Hilman, Tamadara Valendia, Ida Ayu Saras Willy Harnawan, Willy Yang Sun, Yang