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Fitria Dina Riana
Brawijaya University
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Pengaruh Green Marketing dan Nilai Pelanggan terhadap Keputusan Pembelian dan Loyalitas Pelanggan untuk Inovasi Produk Makanan Sehat Pratiwi, Laeli Ana Slavia; Setiawan, Budi; Riana, Fitria Dina
Jurnal Penelitian Pendidikan IPA Vol 11 No 9 (2025): September: In Progress
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v11i9.11315

Abstract

The growing demand for healthy and environmentally friendly food products has encouraged businesses to adopt green marketing strategies and provide greater customer value. This study aims to analyze the influence of green marketing and green customer value on purchase decisions and customer loyalty in healthy food product innovation. A quantitative method was employed using purposive sampling of 100 respondents who had purchased Green Rebel products in the Jabodetabek area. Data were analyzed with Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test the relationships among variables, including purchase attitude and purchase intention as mediators. The findings reveal that green marketing and green customer value significantly affect purchase decisions, both directly and indirectly through purchase attitude and purchase intention. However, their influence on customer loyalty was limited. These results indicate that although green marketing and customer value enhance consumer purchasing behavior, maintaining loyalty requires additional strategies such as product certification, stronger promotional activities, and highlighting sustainability and health benefits. This study contributes to the understanding of consumer behavior in healthy food innovation and provides managerial insights for companies seeking to strengthen competitiveness in the sustainable food industry.
The Role of Social Media Marketing and Store Image in Educating Consumers and Shaping Purchase Decisions of Fresh Vegetables in Malang Suhendra, Frisca Sari; Muhaimin, Abdul Wahib; Riana, Fitria Dina
Jurnal Penelitian Pendidikan IPA Vol 11 No 9 (2025): September: In Progress
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jppipa.v11i9.11505

Abstract

The rapid development of information and communication technology has transformed business competition, including in the fresh vegetable retail sector in Malang. The main problem faced by vegetable stores is the increasingly intense competition due to the growth of stores with similar business models, requiring effective marketing communication strategies. This study aims to analyze the direct and indirect influence of Social Media Marketing and Store Image on consumer Purchase Decisions, with Purchase Intention as a mediating variable, at Warung Sayur Segar. The research employed a quantitative approach with purposive sampling involving 100 respondents who had purchased at least once and followed the store’s Instagram account. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with WarpPLS 8.0 software. The results show that both Social Media Marketing and Store Image have a positive and significant effect on Purchase Intention and Purchase Decisions. Furthermore, Purchase Intention significantly mediates the relationship between the two independent variables and Purchase Decisions. The findings conclude that social media functions not only as a marketing tool but also as an informal educational medium that enhances consumer awareness of nutrition, product quality, and healthy consumption, thereby contributing to science literacy in everyday decision making.
Co-Authors Abdul Wahib Muhaimin Abdul Wahib Muhaimin Afifah, Triwinda Nur Ahmad Yusuf Ajeng Uswatun Hasanah Ajeng Uswatun Hasanah Alia Fibrianingtyas Anam, M. Khairul Andrean Eka Hardana Andrean Eka Hardana Andri Prastiwi Anisa Aprilia Anisa Aprilia Anisa Aprilia Aprilliza Naura Arif Yustian Maulana Noor Arif Yustian Maulana Noor ARINDA EMILIA PUTRI Atma Gunawan Betty Nur Indah Sari Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Budi Setiawan Deana Aulia Juvitasari Deny Meitasari Devi Farah Azizah Dina Novia Priminingtyas Djoko Koestiono Djoko Koestiono Djoko Koestiono Dwi Febrianty Nabila Dwi Laila Maulida Dwi Laila Maulida Dwi Retno Andriani Edi Dwi Cahyono EFFY YUSWITA Ema P. Yunita Ernita Dian Puspasari Esther Sheliena Febdya Nur Wahyu Nandita Fendik Andriyanto Hartati Wahyuningtyas, Agustina Shinta Heptari Elita Dewi Heru Santoso Hery Toiba Ika Puspitasari Ikbal Hardiyanto Illahi, Rhochmad Wahyu Imaniar Ilmi Pariasa Istikhomah Jihad, Fajri Dhaniar Mohammad Juvitasari, Deana Aulia Karunia Karunia Kristoforus Farian Waringga Kristoforus Farian Waringga Kurniawan, Zeki Lu'lu'ul Jannah Lutfia Febri Mirna Gitayatna Mirza Ramadhani Moh. Shadiqur Rahman Muhamad Zainudin Mutiara Novitaria Sipayung Novi Haryati Novi Haryati Novita Kartika Kusuma Wardani Nuhfil Hanani Parlindungan, Soaniton David Stefanus Pratiwi, Laeli Ana Slavia Puteri, Alya Salsabila Rachman Hartono Rachman Hartono Ramadhani, Mirza Rini Mutisari Riska Ayu Febriana Riyanti Isaskar Romadhoni, Lia Fadlilati Rosihan Asmara Rossi Primalia Safitri Sari, Betty Nur Indah Silvana Maulidah Siti Asmaul Mustaniroh Suhendra, Frisca Sari Sujarwo Syafrial Usda Kristina Tassariya Usmanisa, Maslikhatur Rodiyah Sita Wenny Bekti Sunarharum Wiwit Widyawati Yusti Mauriska Choirunnisa