Article Per Year (5 Year)
p-Index From 2020 - 2025
1.383
P-Index
This Author published in this journals
All Journal Journal of Economic, Bussines and Accounting (COSTING) GANEC SWARA Management Studies and Entrepreneurship Journal (MSEJ) Journal of Innovation Research and Knowledge Sasambo: Jurnal Abdimas (Journal of Community Service)
I KETUT KUSUMA WIJAYA
Universitas Pendidikan Mandalika
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 8 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Journal of Innovation Research and Knowledge

 1 
PENGARUH GREEN MARKETING DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP DI KOTA MATARAM Fermatika Oktavia Hanna; Ahmad Fatoni Karim Amirullah; I Ketut Kusuma Wijaya
Journal of Innovation Research and Knowledge Vol. 4 No. 7: Desember 2024
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the influence of green marketing and lifestyle on the purchasing decisions of The Body Shop products in Mataram City. The method used is quantitative with a survey approach, involving 100 respondents selected through purposive sampling techniques. Data were collected using a questionnaire measuring the variables of green marketing, lifestyle, and purchasing decisions with a Likert scale. Data analysis was conducted using multiple linear regression, showing that green marketing and lifestyle have a positive and significant effect on purchasing decisions. The results indicate an R-Square value of 0.65, meaning that 65% of the variance in purchasing decisions can be explained by these two variables. These findings suggest that marketing strategies focused on sustainability and promoting an environmentally friendly lifestyle can enhance consumer loyalty to The Body Shop products
Co-Authors AFRIDA NUR CHASANAH Afrida Nurchasanah Agung Nurmansyah Ahmad Fatoni Karim Amirullah Cakranegara, Pandu Adi Delfian Zaman Fermatika Oktavia Hanna Fitriani Fitriani I Ketut Sukarma Sukarma Imam Jayanto Klemens Mere Krisdiana Loso Judijanto Ratih Kusumastuti Ridho Rafqi Ilhamalimy Sami’un Sami’un Samuel PD Anantadjaya Sari Kartika Ningrum Sarni Handayani Puspita Sari