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All Journal Joong-Ki : Jurnal Pengabdian Masyarakat Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi (JEMBA) JISOS: Jurnal ilmu sosial Joong-Ki Journal of Innovative and Creativity Joong-Ki
Anggil Nopra Lova
Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci
Religion Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Journal of Innovative and Creativity

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The Green Marketing Mix as a Determinant of Green Purchase Decisions for Sustainability Based SME Products in Kerinci Regency Anggil Nopra Lova; Indra Budaya; Melifia Liantifa
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.8010

Abstract

ABSTRACT The study purpose was the effect of the green marketing mix comprising green product, green price, green placement, and green promotion on green purchase decisions for sustainability-based SME products in Kerinci Regency. Materials and methods. An explanatory quantitative approach was employed, with data collected through structured questionnaires from 190 purposively selected respondents. Multiple linear regression was applied for data analysis. Results. The results indicate that all dimensions of the green marketing mix have positive and significant effects on green purchase decisions, both partially and simultaneously. The coefficient of determination (R²) of 0.855 reveals that 85.5% of the variance in green purchase decisions is explained by the four independent variables, with green promotion emerging as the most dominant factor, followed by green placement, green price, and green product. Conclusions. These findings confirm that a comprehensive and consistent implementation of the green marketing mix plays a decisive role in shaping sustainable consumer purchasing behavior, particularly within the regional SME context.
Pengaruh Gaya Kepemimpinan, Semangat Kerja, Motivasi Terhadap Kinerja Pegawai Kantor Camat Pesisir Mauledy Ahmad; Sudirman Sudirman; Anggil Nopra Lova; Diva Jariah Iswari
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.8106

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya kepemimpinan, semangat kerja, dan motivasi terhadap kinerja pegawai Kantor Camat Pesisir Bukit. Menggunakan pendekatan kuantitatif asosiatif dengan 30 responden, data dianalisis melalui regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial, motivasi berpengaruh signifikan terhadap kinerja pegawai (sig=0,000), sedangkan gaya kepemimpinan dan semangat kerja tidak berpengaruh signifikan. Namun, ketiga variabel secara simultan berpengaruh positif dan signifikan terhadap kinerja pegawai (F=34,183; sig=0,000) dengan kontribusi sebesar 79,8% (R²=0,798). Penelitian menyimpulkan bahwa motivasi adalah faktor dominan dalam meningkatkan kinerja pegawai. Rekomendasi diberikan kepada pimpinan untuk menerapkan gaya kepemimpinan yang lebih partisipatif serta meningkatkan motivasi melalui pemberian penghargaan dan pengembangan kompetensi pegawai.
Co-Authors Diva Jariah Iswari Dorris Yadewani Erni Febrina Harahap Hamdani, Deky Indra Budaya, Indra Mauledy Ahmad Melifia Liantifa Sudirman Sudirman Yelnim . Zefri Efdison