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All Journal JURNAL BISNIS STRATEGI JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Media Ekonomi dan Manajemen Journal of Economics, Business, & Accountancy Ventura Journal of Management and Business Review Jurnal Inovasi Bisnis (Inovbiz) TEKNOLOGI PANGAN : Media Informasi dan Komunikasi Ilmiah Teknologi Pertanian TRANSFORMASI: Jurnal Manajemen Pemerintahan Research Horizon Economic and Business Horizon
Kardison Lumban Batu
Politeknik Negeri Pontianak
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Analysis of The Influence of Green Brand Positioning and Green Brand Knowledge on Brand Evangelism Damanik, Winner; Batu, Kardison Lumban
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.204-213

Abstract

This study aims to analyze the effect of green brand positioning and green brand knowledge on brand evangelism through attitude toward green brand and green product purchase intention on consumers of DANONE AQUA products in Semarang City. This research uses the Theory of Planned Behavior (TPB) as the main theoretical basis that covers all research variables. The research method used is quantitative using SEM AMOS. The sample size was set at 125 respondents, following the recommendations for SEM analysis. The results of data analysis show that green brand positioning has a positive and significant effect on attitude toward green brand and green product purchase intention. Green brand knowledge has a positive and insignificant effect on attitude toward green brand, while on green product purchase intention it has a positive and significant effect. Attitude toward green brand has a positive and insignificant effect on green product purchase intention. Furthermore, green product purchase intention has a significant positive effect on brand evangelism. The conclusion of this study is that efforts to improve green brand positioning and green brand knowledge can affect attitude toward green brand. Green product purchase intention turns out to play an important role in motivating consumers to become brand evangelist and contribute to green brand positioning. These findings provide valuable insights for businesses in developing green branding strategies and understanding consumer behavior related to green products
Are Shared-Goal Congruence, Customer Relationship Management, and Customer Relationship Advantages Matter to Leverage Firm Performance? Indonesia Cases on Retail Mahfudz, Mahfudz; Batu, Kardison Lumban; Almadanaa, Aulia Vidya
Media Ekonomi dan Manajemen Vol 40, No 1 (2025): January 2025
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v40i1.5449

Abstract

This study empirically investigates the relationship between shared-goal congruence, customer relationship management (CRM), and customer relationship advantages on firm performance. Data were collected from 200 supply chain practitioners and operations staff working in retail stores in Indonesia using purposive and non-probability sampling techniques. The hypotheses were assessed using SEM-AMOS 24, after conducting Exploratory Factor Analysis, reliability, and validity tests. The results show that CRM significantly impacts firm performance, mediated by Green Supply Chain Management (GSCM). Additionally, a positive relationship exists between goal congruency and firm performance, also mediated by GSCM. Supplier relationship management was found to have a significant effect on both GSCM and firm performance. The theoretical contribution of this study emphasizes that the integration of sustainable principles in supply chain management through GSCM improves firm performance in various aspects, including financial, environmental, and social. The implementation of GSCM, supported by strong management commitment and a shift in organizational culture, enhances energy and resource efficiency, process and product innovation, environmental risk reduction, customer satisfaction, continuous improvement, and cost reductions, leading to competitive advantages through faster and more accurate decision-making.
Green Innovation and Competitive Pressure as Drivers of Sustainable Performance in the Fashion Industry Isdiana, Firdha Nurul; Sari, Devi Artika; Batu, Kardison Lumban
Research Horizon Vol. 5 No. 3 (2025): Research Horizon - June 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.3.2025.545-560

Abstract

The fashion industry, particularly the fast fashion segment, significantly contributes to environmental degradation through excessive resource use and waste. This study examines how competitive pressure, green product innovation, and green process innovation influence sustainable firm performance among fashion Micro, Small, and Medium Enterprises (MSMEs) in a region. Using the Natural Resource-Based View (NRBV) as a theoretical framework, the research highlights the strategic role of green innovation in building environmentally valuable, rare, inimitable, and non-substitutable (VRIN) capabilities. A quantitative method was employed, with data collected from 100 MSME actors via a structured questionnaire and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) in AMOS. The findings reveal that competitive pressure, as well as green product and process innovations, have a positive and significant effect on sustainable firm performance. Green product innovation, including eco-friendly materials and circular design, and green process innovation, such as waste-reducing technologies, are identified as crucial strategies for achieving environmental and business goals.
Influence of Social Media on Sustainable Purchasing Behavior: A Systematic Literature Review Ramandini, Nabila; Oktawandari, Hargianti Henni; Batu, Kardison Lumban
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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Abstract

The increasing urgency of environmental sustainability, combined with the rapid growth of social media usage, has significantly influenced consumer behavior in the digital era. Social media has evolved beyond a mere communication tool into a powerful space where consumer values, perceptions, and attitudes are shaped. Through mechanisms such as parasocial interactions with influencers, peer influence in online communities, and exposure to trust-based and user-generated content, consumers are increasingly encouraged to adopt sustainable purchasing behaviors. This study aims to examine these dynamics by conducting a systematic literature review focused on the role of social media in shaping consumer attitudes and behavior toward sustainable products. A total of 205 scholarly articles published between 2020 and 2025 were retrieved from the Watase Uake database, and 50 of them were selected for in-depth review based on relevance, quality, and methodological rigor. The selected literature was analyzed to explore patterns and trends related to consumer motivation, behavioral intention, and the effectiveness of social media in promoting sustainable consumption. The findings provide valuable insights into how digital platforms support sustainability goals and influence consumer decision-making. This review also identifies key research gaps and calls for future empirical studies to better understand and optimize the role of social media in encouraging ethical and environmentally conscious consumer practices.
The Influence of Organizational Culture and Work Environment on Employee Loyalty Widuri, Verissa Berliana; Widjanarko, Gita Pratiwi; Batu, Kardison Lumban
Economic and Business Horizon Vol. 4 No. 3 (2025): September
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Employees are one of the most important assets for a company; therefore, it is essential for companies to build employee loyalty. This is because employees with high levels of loyalty contribute significantly to the achievement of organizational goals. This study aims to analyze the influence of organizational culture and work environment on employee loyalty. The research employed a quantitative method with an explanatory approach. The population of this study consists of Gen Z employees across various industries, with purposive sampling as the sampling technique. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 25.0. The results indicate that organizational culture has a positive influence on employee loyalty. Similarly, the work environment also has a positive impact on employee loyalty. Simultaneously, organizational culture and work environment have a positive and significant influence on employee loyalty. These findings emphasize the importance of a strong organizational culture and a conducive work environment in fostering long-term employee commitment to the company. Based on the results, it is recommended that companies consistently strengthen organizational cultural values and create a work environment that supports employee well-being and productivity in order to enhance loyalty.
Co-Authors . Agato Ade M. Yuardani Afina Hasya Almadanaa, Aulia Vidya Aryandika, Ardiaz Ajie Augusty Tae Ferdinand Aulia Vidya Almadana Damanik, Winner Devismara, Aura Bunga Isdiana, Firdha Nurul Januardi M. Diah Mahendra Jaya Mahfudz Mahfudz Oktawandari, Hargianti Henni Ramandini, Nabila Sari, Devi Artika Widjanarko, Gita Pratiwi Widuri, Verissa Berliana