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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Journal of Artificial Intelligence and Digital Business
Wahyu Liana
Department of Business and Administration, Faculty of Communication and Business, Telkom University, Bandung, Indonesia
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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THE EFFECT OF GREEN MARKETING AND BRAND IMAGE TOWARD PURCHASE DECISION ON THE FACE SHOP BANDUNG Wahyu Liana; Farah Oktafani
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 4, No 4 (2020): IJEBAR, VOL. 4, ISSUE 04, DECEMBER 2020
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v4i4.1557

Abstract

This research was conducted to determine and analyze the effect of Green Marketing, Brand Image toward Purchasing Decisions. This research employs quantitative methods. Data collection techniques in this study used a questionnaire. Sampling was conducted using non-probability sampling with incidental sampling. The number of respondents are100 people. The data analysis technique used is descriptive analysis and multiple linear regression analysis. Based on the results of testing the hypothesis simultaneously that Green Marketing and Brand Image have a significant effect on purchasing decisions. Based on the results of partial hypothesis testing (t test) that partially Green Marketing has a significant effect on Purchasing Decisions and partially Brand Image has a significant effect on Purchasing Decisions. The conclusion of this research is that The Face Shop’s Green Marketing and Brand Image are already very good. Hence, it is hoped that The Face Shop can continue to maintain the quality of its products and make new innovations. Keywords: Green Marketing, Brand Image and Purchasing Decisions.
Strategi Digital Marketing pada Sentra UMKM Telur Asin di Dusun Buleng Kabupaten Sampang Liana, Wahyu; Anas, Zulviar; Faisol, Faisol
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1538

Abstract

UMKM merupakan pelaku ekonomi terbesar dalam perekonomian Indonesia, UMKM juga memiliki peran yang sangat besar dalam membangun dan pertumbuhan ekonomi khususnya di Indonesia. Strategi yang dapat dilakukan untuk mengembangkan UMKM salah satunya melalui strategi pemasaran dengan mengunakan metode digital marketing. Penelitian ini bertujuan untuk mengembangkan strategi pemasaran yang efektif dalam hal mempertahankan dan meningkatkan profit bisnis bagi sentra Usaha Mikro, Kecil, dan Menengah (UMKM) telur asin di Dusun Buleng Desa Pangelen, Kecamatan Sampang. Masalah yang dihadapi UMKM ini melibatkan keterbatasan akses pasar dan kurangnya pemanfaatan digital marketing dalam meningkatkan visibilitas produk mereka. Metode penelitian yang digunakan yaitu penelitian kualitatif deskriptif yang terdiri dari analisis situasi pasar, identifikasi target konsumen, dan implementasi strategi pemasaran digital. Penelitian ini melibatkan wawancara dengan pemilik UMKM, survei konsumen, dan analisis data pasar terkait. Hasil penelitian menunjukkan bahwa adopsi strategi pemasaran digital secara signifikan meningkatkan eksposur produk UMKM telur asin. Melalui pemanfaatan media sosial, situs web, dan platform e-commerce, UMKM berhasil menjangkau pasar yang lebih luas dan meningkatkan penjualan produk mereka.
Co-Authors Anas, Zulviar Faisol Faisol Farah Oktafani