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All Journal ETIKONOMI Jurnal Ilmiah Manajemen Ubhara
Muniaty Aisyah
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Economics, Econometrics & Finance

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STRATEGI GREEN MARKETING MIX DALAM MENINGKATKAN CITRA MEREK PIJAKBUMI DAN LOYALITAS PELANGGAN MILENIAL Fachmi Mauludi; Muniaty Aisyah
Jurnal Ilmiah Manajemen Ubhara Vol 4, No 1 (2022): JURNAL ILMIAH MANAJEMEN UBHARA
Publisher : Prodi Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Bhayangkara Jakarta Raya

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh green marketing mix yang terdiri dari green product, green price, green promotion, dan green place terhadap citra merek dan loyalitas pelanggan Pijakbumi. Sampel penelitian ini sebanyak 100 responden yang diambil menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner melalui google formulir. Teknik analisis yang digunakan adalah partial least square (pls). Hasil penelitian ini menunjukkan bahwa: 1) Green product memiliki pengaruh langsung terhadap citra merek; 2) Green price tidak memiliki pengaruh langsung terhadap citra merek; 3) Green promotion memiliki pengaruh langsung terhadap citra merek; 4) Green place tidak memiliki pengaruh langsung terhadap citra merek; 5) Green product tidak memiliki pengaruh langsung terhadap loyalitas pelanggan; 6) Green price tidak memiliki pengaruh langsung terhadap loyalitas pelanggan; 7) Green promotion tidak memiliki pengaruh langsung terhadap loyalitas pelanggan; 8) Green place tidak memiliki pengaruh langsung terhadap loyalitas pelanggan; 9) Citra merek tidak memiliki pengaruh langsung terhadap loyalitas pelanggan; 10) Green product tidak memiliki pengaruh tidak langsung terhadap loyalitas pelanggan melalui citra merek; 11) Green price tidak memiliki pengaruh tidak langsung terhadap loyalitas pelanggan melalui citra merek; 12) Green promotion tidak memiliki pengaruh tidak langsung terhadap loyalitas pelanggan melalui citra merek; 13) Green place tidak memiliki pengaruh tidak langsung terhadap loyalitas pelanggan melalui citra merek.
From Certification to Compliance: Halal Compliance Rating in Indonesian Restaurants Inas Afifah Zahra; Mohammad Nur Rianto Al Arif; Muniaty Aisyah; Yuke Rahmawati
ETIKONOMI Vol. 25 No. 1 (2026)
Publisher : Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v25i1.50283

Abstract

Research Originality: This study extends halal restaurant research by reframing halal compliance from a binary certification issue into a multidimensional managerial construct. It does so through a Halal Compliance Rating (HCR) framework based on the Indonesian Halal Assurance System (IHAS). Research Objectives: This study aims to measure the importance and performance of implementing IHAS-based HCR in halal restaurants in Indonesia   Research Method: The study applied a cross-sectional survey involving 40 halal-certified restaurants purposively sampled. A structured 20-item questionnaire was developed based on the IHAS and was administered to restaurant operators. The data were then analyzed using Importance Performance Analysis (IPA). Empirical Results: Halal-certified restaurants performed well in operational aspects of halal, including thayyib and halal practices, hygiene, branding, customer trust, and halal supply chains. However, lower ratings were recorded in the human resource, cultural, and sustainability dimensions. Implications: Halal restaurant operators are expected to improve post-certification halal governance by developing staff, incorporating Islamic service values, and adopting sustainability practices. Policy implications point to the halal authorities to strengthen capacity, provision, and monitoring systems, and to ensure substantive compliance. JEL Classification: M14, L66, Z12
Co-Authors Fachmi Mauludi Inas Afifah Zahra Mohammad Nur Rianto Al Arif Yuke Rahmawati