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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Social Economic of Agriculture Media Wisata PROFIT : Jurnal Administrasi Bisnis Jurnal Mirai Management Journal of Accounting and Management Innovation Jurnal Manajemen dan Bisnis Indonesia Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi IJBE (Integrated Journal of Business and Economics) EKONOMIS : Journal of Economics and Business Jurnal Organisasi Dan Manajemen Management and Economics Journal (MEC-J) REKAMAN (Jurnal Riset Ekonomi Bidang Akuntansi dan Manajemen) SENTRALISASI SEIKO : Journal of Management & Business Sketsa Bisnis Jurnal Manajemen Strategi dan Aplikasi Bisnis YUME : Journal of Management Almana : Jurnal Manajemen dan Bisnis Jurnal Samudra Ekonomi dan Bisnis EKUITAS (Jurnal Ekonomi dan Keuangan) MABIS: Manajemen dan Bisnis Jemasi Jurnal Ekonomi Manajemen dan Akuntansi Jurnal Administrasi dan Manajemen JURNAL PEMASARAN KOMPETITIF Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah Maker: Jurnal Manajemen BALANCE: Economic, Business, Management and Accounting Journal Value: Jurnal Manajemen dan Akuntansi Performance : Jurnal Bisnis dan Akuntansi Journal of Global Business and Management Review Jurnal Sains dan Teknologi Prosiding National Conference for Community Service Project JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Ekuilnomi Economics and Digital Business Review Jurnal Disrupsi Bisnis Jurnal Manajemen Bisnis dan Keuangan Jurnal Ekonomi Efektif Journal of Accounting and Management Innovation Golden Ratio of Marketing and Applied Psychology of Business Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Minfo Polgan (JMP) Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Journal of Management and Digital Business Jurnal Cakrawala Ilmiah Jurnal Riset Manajemen Komunikasi JWM (JURNAL WAWASAN MANAJEMEN) Jurnal Manajemen dan Pemasaran Jasa Journal of Business Studies and Management Review JAMAS: Jurnal Abdi Masyarakat Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Conference on Community Engagement Project (Concept) Conference on Business, Social Sciences and Technology (CoNeScINTech) GEMBIRA (Pengabdian Kepada Masyarakat) Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Branding: Jurnal Manajemen & Bisnis Jurnal Ragam Pengabdian Jurnal Manajemen Maranatha Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Lily Purwianti
Universitas Internasional Batam, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Transportation Other

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Sustainable Beauty Consumption: The Effects of Eco-Labels, Green Advertising, and Social Media Content Lily Purwianti; Crystal Cornelyanti; Edi Yulianto Putra
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 4 No. 5 (2026): September: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v4i5.2498

Abstract

The rapid expansion of the cosmetics industry has heightened consumer concern for environmental issues, giving rise to green purchase behavior as a response to sustainability challenges. However, green communication instruments such as eco-label, green advertising, and social media content have not fully overcome the attitude-behavior gap, the main obstacle to translating positive attitudes into actual purchases. This study examines the influence of these instruments on green purchase behavior toward environmentally friendly cosmetics, with environmental awareness and attitude as mediating variables, grounded in the Theory of Planned Behavior and Stimulus-Organism-Response framework. A quantitative approach was applied through a questionnaire distributed to 332 respondents in Batam City via judgmental sampling, analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 4. Testing of fifteen hypotheses showed twelve were supported. All instruments significantly influenced awareness and purchase behavior, whereas only social media content and eco-label shaped attitude, with eco-label showing the strongest influence.
PEMANFAATAN CHATGPT UNTUK PENGUATAN PEMASARAN DIGITAL UMKM Lady; Kerlin; Lily Purwianti
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58648

Abstract

Perkembangan teknologi digital mendorong UMKM untuk memanfaatkan media digital sebagai sarana pemasaran sekaligus memperluas jangkauan informasi mengenai produk dan usaha. Namun, masih banyak pelaku UMKM yang mengalami kendala dalam menghasilkan konten promosi secara konsisten dan membangun identitas digital yang terintegrasi. Penelitian ini bertujuan menganalisis pemanfaatan ChatGPT dalam penyusunan konten digital serta implementasi pemasaran digital pada Toko Ahua. Penelitian menggunakan pendekatan kualitatif dengan metode action research dua siklus. Data diperoleh melalui observasi, wawancara terhadap satu pemilik dan enam pelanggan, dokumentasi, serta data insight platform. Implementasi dilakukan dengan memanfaatkan ChatGPT untuk menyusun ide konten, caption promosi, dan deskripsi produk, kemudian didukung melalui pengelolaan Instagram Business, Facebook, WhatsApp Business, dan Google Maps. Hasil penelitian menunjukkan bahwa ChatGPT membantu mempercepat penyusunan konten dan menghasilkan variasi materi promosi yang lebih beragam. Penggunaan beberapa variasi promptyang dipadukan dengan foto dan video asli produk menghasilkan konten yang lebih autentik dibandingkan penggunaan satu prompt secara berulang. Selain itu, selama periode implementasi terlihat peningkatan visibilitas usaha, perkembangan awal visibilitas digital, kemudahan komunikasi dengan pelanggan, serta terbentuknya identitas digital yang lebih lengkap. Temuan ini menunjukkan bahwa pemanfaatan ChatGPT yang didukung pengelolaan media digital secara konsisten dapat mendukung pembentukan fondasi awal ketahanan digital UMKM melalui peningkatan kemampuan adaptasi teknologi dan pengelolaan pemasaran digital yang lebih terstruktur.
Mengungkap Peran Ekuitas Merek dalam Membentuk Niat Pembelian Konsumen Fendy Cuandra; Chalvin Kho; Lily Purwianti; Stefhani Susanto
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.10763

Abstract

The focus of this study is to find out what is able to influence purchase intention mediated by brand equity. Usually using random sampling techniques, quantitative research strategies consist of distributing questionnaires and analyzing certain populations or samples using quantitative data. The demographics in this study consisted of people who knew the Batam community who planned to buy e-Commerce goods. The target population of the study was 350 respondents. The research findings interpret that brand equity is significantly able to be positively impacted by e-WoM, social media marketing, brand performance, and brand awareness. Then purchase intention is significantly able to be positively impacted by e-WoM and brand equity. Then brand equity mediates the significant positive impact of e-WoM on purchase intention. Social media marketing, brand performance, and brand awareness do not significantly increase purchase intention. Social media marketing is also able to have a small impact on purchase intention mediated through brand equity.
Co-Authors Adi Wilyanto agustin, isnaini nuzula Aliandrina, Dessy Ana Andi Andi Andina Fasha Andina Fasha, Andina Andrew Andrew Andy Andy Andy Andy Angel Angel Angelina, Novi Angeline angeline Annisya Putri Nadhia Antoni Halim Arianto, Hepy Hefri Ariyanto , Hepy Hefri Ariyanto, Hepy Hefri Bendi Safero Calvin Owen Catherine Catherine Chalvin Kho Chan, Keltine Richelle Chandra, Budi Changbo, Liu Changnardy, Delys Charles Tan Christiarini, Renny Christina Christina Conny Agustin Cory Carolyn Cristina Anggrena Crystal Cornelyanti Cuandra, Fendy Daisy, Viona Danielson Dian Sabrina Syaharni Dyfan, Dyfan Edi Yulianto Putra Edy Yulianto Edy Yulianto Edy Yulianto Putra Elviana Elviana, Elviana Enjelica, Elvina Erika Gustian Fauzi Erilia Kesumahati Erlin Erlin Erni Erni Evelyn Claudia Evelyn Patricia Fahlevi, Renza Felby Jeslyn Felix Filbert Fidia Fidia, Fidia Fionna, Fionna Fitri Gabriella Andrea Castillinov Runtu Giorgyna, Giorgyna Gita Aulia Hernando Iman, R Iqratul Indah, I. Ivone, Ivone Jacky Jason, Jason Javita, Javita Jeferey Phang Jeffrey Andelson Jenny Kartika Dewi Jesty, Jesty Joevenno Pangestoe Jollin Jollin Joy Happy Jones Justin Justin Kalvin Lee Kamilatunnaimah, Mutiara Karen Tio Katherine Katherine Keltine Richelle Kenny Marcella Kerlin Kevin Winata Khesi, Khesi Lady Lady Lady Lady Lady, L. Lady, Lady Leon, Winson Liana Ester Lidya Siska Khoviati Lidya Siska Khoviati Lie, Deviana Limanda, Kelfi Yanti Lionisa Verlinsya Liu Changbo Liu, ChangBo Louis Hernandez lydia then Macnico, Peter Macnino, Peter Maggie Maggie Maggie, Maggie Marcelina Victoria Marcelina Victoria Mehdar Badrus Zaman Meliana Meliana Meliawati Melodya, Deslyn Melsen, Fandion Michelle Lim Muhamad Rizky Muhammad Adjie Muhammad Baharudin Nainggolan, Ferdinand Naufal Yusuf Widianto Nevi Ariyu De Utami Nia Rusiana Noviani, Metta Novilia, Vera Novita Novita Nurjanah, Listia Nuzula, Isnaini Ohanna, Nida Owen Owen Owen, Owen Putra, Chanda Vedalla Putra, Edy Yulianto Qadri, Rizni Aulia Ramadani, Arienda Gitty Ratih Anggraini, Ratih Raymond Gautama Putra Rio Fernando Robin Chen Ronny Firdiansyah Arief Rusiana, Nia Ryan Prastama Juliansyach Safitri, Destiana Salsabilah Sirait Sari Wahyuni, Lily Sudhartio, Sentoso, Antony Seren Seren Setyawan, Agustinus Shelby Esfandiany Shevia, Shevia Sia, Zendi Sihombing, Dame Afrina Sirait, Salsabilah Siti Shofiah Sri Intan, Debora Stefanie Stefanie, Stefanie Stefhani Susanto Stefhani Susanto Steven Steven Steven Steven steven tay Stevie Gracia Kurniawan Suryani Suryani Suryani, Mey Susanty Susanty, Susanty Tan Phey Lien Tan, Elvy Tan, Windra Tarekar, Wendy Wihue Tasya Gebee Hasvia Tommy Ricarto Valen Oktavianti Valeska Lilya Kevin Vannesa Flesya Vicky Anggrianto Viona Daisy Waty, Indah Widya Nurfa Dila Wijaya, Calvin William William Vanders Willien Agustian Winky Winky Winston Winston Wiyandi Wiyandi Yendiarti, Yendiarti Yulianty Ratna Dewi Lukito Yuyu Enjelia Zaman, Mehdar Badrus