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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Ina Agustini Murwani
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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Behavior Multigenerational Comparative Study: Eco-Fashion Purchase Behavior Fathie Busyra; Ghassani Nayaka; Vidanicka Marthensz; Ina Agustini Murwani
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.4706

Abstract

Ecological impact and environmental sustainability in commerce has been a growing concern among both governments and consumers across geographies and industries. Fashion industry is one of the sectors getting pressure to change from both regulators and consumers. As consumer’s environmental awareness increases, so does the demand for eco-fashion all over the place, including Indonesia. Eco-label has become a tool for brands to communicate their commitment in sustainability. This study compares the green purchase behavior between generation X, Y and Z behavior in the eco-fashion market. The data was collected by an online survey distributed to generation X, Y and Z eco-fashion consumers. Data was analyzed by PLS-SEM and the Multi-Group Analysis (MGA). The result indicated that although behavior eco-label had influence on product attribute and perceived consumer effectiveness, both product attributes and environmental attitudes do not have a statistically significant effect on ecological affection. This study also showed that behavior generations X, Y, and Z had no significant differences in eco-fashion green purchase behavior.
The Impact of Founder's Perceived Credibility in Social Media on Customer-Brand Engagement to Improve Customer Satisfaction and Brand Loyalty in Indonesian Fashion SMEs Dwi Apriza Ramadhanayanti; Gita Novianti Suliawan; Meta Limesa; Ina Agustini Murwani
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.4700

Abstract

This research aims to examine the impact of brand owner’s perceived credibility in social media on customer-brand engagement to increase brand loyalty in Indonesian fashion small and medium-sized enterprises (SMEs). A questionnaire-based online survey was utilized to collect the data from 140 customers of Indonesian fashion SMEs and the data was analyzed with the SME-PLS model. The results show the relations between four variables, perceived credibility, customer-brand engagement, customer satisfaction, and brand loyalty. The findings provide valuable insights for academics and fashion industry practitioners in determining the role of brand owners to improve customer satisfaction through customer-brand engagement as an attempt to increase brand loyalty.
The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention Mayumi Kris Ghassani; Nadhiv Arifata Rahman; Trisha Geraldine; Ina Agustini Murwani
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6598

Abstract

Greenwashing has begun in developing countries, like Indonesia. Enterprises have begun selling their products as "green products" or environment friendly, however this is not totally accurate. This produces concern in the community because it is difficult to believe in a certain brand, whether they truly care about the environment or not. This study aims to determine the correlation between greenwashing, green word of mouth, and attitude towards green products on green purchase intention. Green trust is studied to get a better understanding of attitude. The method used is Theory Reasoned Action (TRA). A sample of 227 participants used the purposive sampling technique. Results were analysed using a PLS-SEM approach. This study showed that greenwashing and attitude towards green product have a positive impact on green purchase intention, while green word of mouth and green trust do not affect green purchase intention. The findings show that greenwashing does not impact green trust, while green word of mouth has a positive impact on green trust. Greenwashing does not impact on attitude towards green products, while green trust and green word of mouth have a positive impact on attitude towards green products. From the data that has been obtained, green marketing method is still effective to increase Indonesia’s customers purchase intention. 
Co-Authors Dwi Apriza Ramadhanayanti Fathie Busyra Ghassani Nayaka Gita Novianti Suliawan Mayumi Kris Ghassani Meta Limesa Nadhiv Arifata Rahman Trisha Geraldine Vidanicka Marthensz