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This Author published in this journals
All Journal Enrichment : Journal of Management West Science Business and Management Strata Business Review Ascendia: Journal of Economic and Business Advancement
Heru Tri Sutiono
Universitas Pembangunan Nasional “Veteran” Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : West Science Business and Management

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Green Marketing and Green Innovation on Green Purchase Intention Through Green Brand Image in Consumer Skincare Atika Nur Dhyas Putri; Dyah Sugandini; Heru Tri Sutiono
West Science Business and Management Vol. 2 No. 02 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i02.1010

Abstract

This study aims to determine the influence of green marketing and green innovation on green purchase intention through green brand image. The study is quantitative and a non-probability sampling method with a purposive sampling technique is used to collect primary data through a questionnaire comprised of the demographic profile of the respondents. The population of the study is all the consumers of Avoskin in Special Region of Yogyakarta whose age 17 and over also have concern for the environment. Statistical tests are performed with the help of SmartPLS 3.0 on 113 respondents. The results indicate that partially green marketing and green innovation have a positive and insignificant effect on green purchase intention, but simultaneously green marketing and green innovation have a positive and significant effect through green brand image and green brand image has a positive and significant effect on green purchase intention. This research adds contributions to the social and environmental literature. It can assist managers in developing methods to increase consumers green purchase intention by building a green brand image.
The Influence of Advertising Attractiveness and Online Customer Reviews on Trust – Mediated Purchase Decision on Consumers of Hotel Services in the Tiket.com Application Dwi Rahayu; Heru Tri Sutiono; Wisnalmawati Wisnalmawati
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1151

Abstract

The purpose of this research is to determine the influence of Advertising Attractiveness and Online Customer Reviews on Purchase Decisions through Trust. The sample for this research consisted of 95 people who had not used or had ever used hotel services on the Tiket.com Application. This research uses a quantitative descriptive approach. The collected data is then processed using SmartPLS 3.0 software. The findings of this research show that Advertising Attractiveness has a positive and significant effect on Purchase Decisions, Online Customer Reviews has a positive and insignificant effect on Purchase Decisions, then Trust mediates the influence of Advertising Attractiveness and Online Customer Reviews on Purchase Decisions and Trust has a positive and significant effect on Purchase Decisions.
Co-Authors Atika Nur Dhyas Putri Dwi Rahayu Dyah Sugandini Muhammad Zaky Sadewa Oky Rahayu Kitri Wijaya R. Hendri Gusaptono Titik Kusmantini Wisnalmawati Wisnalmawati Wisnalmawati Yekti Utami