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All Journal Journal of Economics, Business, & Accountancy Ventura JAM : Jurnal Aplikasi Manajemen SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Journal of Dedicators Community International Journal of Community Service Learning Jurnal Akuntansi Kompetif Reswara: Jurnal Pengabdian Kepada Masyarakat Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Research of Business and Management Research of Economics and Business Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Research of Finance and Banking Research of Islamic Economics (RIE) MARAS : Jurnal Penelitian Multidisplin Human Capital and Organizations Marketing and Business Strategy Taxation and Public Finance Jurnal Medika: Medika
Zainal Zawir Simon, Zainal Zawir
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Journal : Marketing and Business Strategy

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The effect of Green Marketing, Brand Image, Advertising and Price on Purchasing Decisions Ramadhan, Muhammad; Simon, Zainal Zawir; Zhafiraah, Nazma Riska
Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v1i2.225

Abstract

This research aims to determine whether or not green marketing, brand image, advertising, and price influence purchasing decisions for AQUALife products. The population of this research is consumers of AQUALife products in the Central Jakarta area. The sample for this research method used a questionnaire via Gform for a month with a total of 120 respondents. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis, t-test (partial), and f-test (simultaneous). The research results show that: (1) Green marketing has no significant effect on purchasing decisions. (2) Brand image has a positive and significant effect on purchasing decisions. (3) Advertising has a positive and significant effect on purchasing decisions. (4) Price has a positive and significant effect on purchasing decisions. Managerial implications: Managers need to ensure products and production processes comply with environmentally friendly principles, managers need to ensure consistent brand image across all marketing channels, managers need to develop competitive pricing strategies, managers need to understand competitors' prices and their price position in the market to maintain competitiveness.
From Discounts to Impulse Buys: How Shopping Lifestyles and Positive Emotions Influence Consumer Behavior Zaki, Muhammad; Simon, Zainal Zawir
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.341

Abstract

This study investigates how discounts and shopping lifestyle influence impulsive purchases among Shopee users in Central Jakarta, with positive emotions as an intervening variable and viewed from an Islamic perspective. A total of 144 respondents were selected using purposive sampling. Data was collected through a questionnaire-based survey and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SPSS. The findings revealed that discounts do not directly affect impulsive purchases but do have a significant positive impact on positive emotions. In contrast, shopping lifestyle significantly influences both impulsive purchases and positive emotions. Furthermore, positive emotions significantly impact impulsive buying behavior and mediate the relationship between discounts and impulsive purchases, as well as between shopping lifestyle and impulsive purchases. From a managerial standpoint, businesses can strategically offer discounts during holidays or weekends to trigger positive emotions and boost sales. Enhancing the overall shopping experience through appealing app interfaces, engaging content, and responsive customer service can foster positive emotions that drive impulsive purchases. From an Islamic perspective, ethical marketing practices that avoid deception and encourage moderation in consumption should be upheld, ensuring that promotional efforts align with Islamic principles of fairness, honesty, and responsible consumer behavior.
Co-Authors Adler H. Manurung Ahlannisa, Lala Ainani, Nuril Amir Mahmud Any Setianingrum, Any Apriansyah, Fikry Astuti, Muthia Aulia, Shindi Budiantoro, Harry Challen, Auliffi Ermian Efendy Zain, Efendy Erliza Noor Fadia, Natasya Aqilla Febriyanti, Giany Ghazali, Muhammad Heriyanto, Toto Hukama, La Diadhan Hukama, La Diadhan Hukama, La Diadhan Imelda Sari Juniarti Juniarti Karimulloh, Karimulloh Kevin, Ainul Komala, Lenda Lapae, Kanaya Martua Eliakim Tambunan Muhammad Ramadhan Muhammad Zaki Muhammad, Baginda Munawaroh Munawaroh Munawaroh, Madaniah Muslikh Muslikh Muslikh Nabila, Mahdiyyah Nasution, Ananta Hagabean Oktavia, Dinda Perdana Wahyu Santosa Putri, Gita Amalia Putri, Pencya Andina Rahman, Ryan Aulia Rofii, Muhammad Roy Sembel Safitri, Leli Amelia Salsabila, Syahla Aulia Siti Marhamah, Siti Sovi Ismawati Rahayu, Sovi Ismawati Suryono, Dwi Windu Ulfiani, Nurin Vidaryanti, Retno Zain, Efendi Zain, Effendi Zhafiraah, Nazma Riska Zulihar Zulihar, Zulihar