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All Journal JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Jurnal Ilmiah Ekonomi Islam Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan DIJB (Diponegoro International Journal of Business) International Journal of Economics Development Research (IJEDR)
Yoestini Yoestini
Jurusan Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Harga Terhadap Keputusan Pembeliaan Online Melalui Minat Beli Sebagai Variable Intervening dalam Pandangan Ekonomi Islam Pada Pengguna Aplikasi Buka Lapak di Semarang Soraya, Tsummadana Mita; Yoestini, Yoestini
Jurnal Ilmiah Ekonomi Islam Vol 10, No 1 (2024): JIEI : Vol.10, No.1, 2024
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v10i1.8992

Abstract

The era of the dynamic marketing revolution has helped make people more brand conscious in most of the products they buy. Before deciding to buy a product, customers associate it with many factors, making it difficult for marketers to predict how consumers will buy a particular product. The aim of this research is to find out whether price influences purchasing decisions, and to find out whether purchasing interest is able to mediate price on purchasing decisions. The population in this study were Bukalapak users in Semarang City. The number of samples in this research was 140 respondents using accidental sampling technique. Data collection techniques use questionnaires and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program. The research results show that the price variable has an influence on purchasing decisions, then buying interest also has a positive and significant influence on purchasing decisions. The results of the indirect influence test also show that purchasing interest is able to mediate the relationship between price and purchasing decisions. Implementing fair, reasonable and acceptable prices will influence Bukalapak users' purchasing decisions. Purchase interest also influences purchasing decisions and can mediate the relationship between price and purchasing decisions.
Unveiling the Power of Green Marketing: How Green Advertising and Green Branding Shape Green Buying Behavior – A Case Study on Le Minerale Consumers Wibowo, Muhammad Firsdo Guntur; Yoestini, Yoestini
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 1 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i1.7160

Abstract

This study aims to analyze the influence of Green Advertising, Green Branding, and Green Marketing on Green Buying Behavior of Le Minerale Drinking Water consumers in Semarang City. This study is based on the phenomenon of increasing consumer awareness of environmentally friendly products and the importance of green marketing strategies for companies. Data were collected through questionnaires from 100 respondents, who were Le Minerale consumers in Semarang City, and analyzed using the Structural Equation Modeling (SEM) technique with the Partial Least Square (PLS) approach. The results showed that Green Advertising had a positive and significant influence on Green Buying Behavior, while its influence on Green Marketing was not significant. Furthermore, Green Branding was found to have no significant effect on Green Buying Behavior, but had a significant effect on Green Marketing. Green Marketing was proven to have a positive and significant influence on Green Buying Behavior, which indicates that green marketing strategies are effective in encouraging consumer green purchasing behavior. This study also found that Green Marketing can mediate the relationship between Green Advertising and Green Buying Behavior, indicating that green advertising will be more effective if supported by a strong green marketing strategy. The limitations of this study include limited sample coverage, research variables that do not cover all factors that may influence Green Buying Behavior, and data collection methods that only use questionnaires. Further research is suggested to expand the research area, add other variables, and use mixed data collection methods for more comprehensive results.
Co-Authors a Gibralazhafran Iskandar, Rayhansya Asri Hapsari, Devita Cempakasari, Diah Arum Debora Ratna Nilasari Elfrida Ratnawati Gusti Arrasyid, Pramudya Saelando Hariyanto, Merry Ika Kirana, Firda Rozza Imroatul Khasanah Kartika, Riris Dwi Nantyas Cahyaningrum, Ajeng Naufal, Muhammad Arif Nurlitasanti, Feby Rahma, Eva Sheila Raya Masitha, Raya Septiani, Shelomita Elisabeth Sintadi, Jason Soraya, Tsummadana Mita Sri Rahayu Tri Astuti Sugiarto S Susilo, Hen Hen Regilliyan Susy Raih Nur Fatmayanti Wibowo, Muhammad Firsdo Guntur Zuhad, Muhammad Daniel