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Pengaruh Strategi Green Marketing Communication Terhadap Brand Image Pada Fore Coffee Dicky Hadi Darmawan; Ratih Pandu Mustikasari
Jurnal Ilmu Komunikasi dan Bisnis Vol 11 No 1: Oktober 2025
Publisher : Universitas Tarakanita

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36914/2v83km14

Abstract

Permasalahan lingkungan akibat meningkatnya sampah plastik mendorong brand kopi seperti Fore Coffee untuk mengadopsi strategi green marketing communication melalui kampanye #FOREssentiallyYou dan #FOREsponsible. Penelitian ini bertujuan untuk menganalisis pengaruh strategi green marketing communication terhadap brand image Fore Coffee. Metode yang digunakan adalah penelitian kuantitatif eksplanatif. Data dikumpulkan melalui kuesioner yang disebarkan secara daring kepada 100 responden konsumen Fore Coffee yang berusia antara 18-40 tahun, pernah melakukan pembelian di outlet Fore Coffee, dan memahami strategi green marketing communication yang dijalankan brand tersebut. Analisis data dilakukan menggunakan uji normalitas, uji linearitas, uji heteroskedastisitas, uji t, regresi linear sederhana, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa green marketing communication berpengaruh signifikan terhadap brand image. Indikator environmental message clarity menjadi faktor yang paling dominan dalam membentuk persepsi positif konsumen, sedangkan audience engagement memiliki pengaruh terendah namun tetap positif. Penelitian ini menegaskan pentingnya kejelasan pesan dan konsistensi tindakan perusahaan dalam meningkatkan brand image yang berkomitmen pada keberlanjutan.
Nilai Sustainability dan Women Empowerment dalam Akun Instagram @rubicommunity sebagai Kampanye Brand Avoskin Andini Amalia Azroh; Ratih Pandu Mustikasari
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 10 No 1 (2026): JANUARY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v10i1.4712

Abstract

This study aims to analyze the values of sustainability and women empowerment in Instagram @rubicommunity content. The method used is content analysis with a descriptive quantitative approach. The sample consisted of 89 contents selected using a systematic random sampling technique for the period January 2021 – April 2025. The results showed that the value of women empowerment was more dominant with 44 content or 49%, while the value of sustainability appeared in 29 content or 33%. The value of women's empowerment is raised through two categories of self-development and psychosocial support, while sustainability is present in three categories, namely education and real environmental action, social involvement and community responsibility (CSR), and access to social networks and community support. Avoskin's campaign strategy through the RUBI community shows the brand's consistency in conveying social and environmental messages simultaneously through social media.
The Word of Mouth dalam Pembelian Kopi Keliling Talitha Zaidah Azmi; Ratih Pandu Mustikasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7320

Abstract

                Word of mouth, commonly known as reviews, has an important meaning for the success of a business. One of the businesses currently in high demand is food and beverage, especially coffee beverages. Over time, the coffee business has experienced many innovations, one of which is mobile coffee. The number of mobile coffee brands offered is not balanced with the number of purchases for each brand. So this intense competition makes consumers and potential consumers more selective in mobile coffee purchases. Word of mouth can push someone into the purchasing decision faster. This research aims to determine and test the extent of the influence of word of mouth on mobile coffee purchasing decisions in Surabaya. This research used explanatory research with a quantitative approach. Data was collected through a questionnaire distributed to 100 respondents based on predefined criteria. The results show a significant influence of word of mouth on mobile coffee purchasing decisions in Surabaya with a significance value of 0.430.
Event Marketing Female Daily X Beauty dan Brand Loyalty Pengunjung Aliyyanabila Yuwono; Ratih Pandu Mustikasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8837

Abstract

This study aims to describe the brand loyalty groups among visitors of Female Daily Network after attending the Female Daily X Beauty event marketing campaign. The research is grounded in the increasing significance of event marketing as a strategic communication tool, particularly within the beauty industry. More than just a promotional platform, this event serves as a curated brand experience designed to foster emotional bonds between consumers and the brand. Using the Theory of Consumption Value (TCV) by Sheth, Newman, and Gross (1991), the study explores how functional, emotional, social, epistemic, and conditional values derived from the event influence consumers’ loyalty. A descriptive quantitative method was applied, using a Likert-scale questionnaire distributed to 100 respondents who had previously attended the event. Data analysis was performed by calculating the mean, median, and mode for five brand loyalty indicators based on Aaker’s framework: switcher buyer, habitual buyer, satisfied buyer, liking the brand, and committed buyer. The results show that "liking the brand" had the highest score among respondents, indicating a strong emotional resonance and affinity toward Female Daily Network after the event. These findings suggest that well-executed event marketing can generate deep emotional loyalty, enhancing brand attachment beyond transactional relationships. In conclusion, the study affirms that event marketing, when designed with consumer value dimensions in mind, serves as an effective approach to strengthening long-term consumer-brand relationships. This is especially relevant in today’s experience-driven market where emotional connection plays a central role in influencing brand preference and consumer loyalty.
Co-Authors Aliyyanabila Yuwono Andini Amalia Azroh Binti Azizatun Nafi’ah Dian Hutami Rahmawati Dian Hutami Rahmawati Dicky Hadi Darmawan Didiek Tranggono Hanna Nurhaqiqi Heidy Arviani Kusnarto Latif Ahmad Fauzan Oktifani Winarti Syamsul Arifin Talitha Zaidah Azmi Valentin Cretto-Bergerat Yuli Candrasari Yushinta Aristina Sanjaya