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Hommy Dorthy Ellyany Sinaga
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
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Green Marketing Innovation and Eco-Friendly Products on Purchase Intention of Skincare in the Era of Sustainable Economy: Inovasi Green Marketing dan Produk Ramah Lingkungan terhadap Minat Beli Skincare di Era Ekonomi Berkelanjutan Zefana; Hommy Dorthy Ellyany Sinaga; Brillian Moktar
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.310

Abstract

This study analyzes the impact of green marketing innovation and eco-friendly product attributes on consumer purchase intention in the skincare industry in the sustainable economy era. A quantitative method was employed by distributing questionnaires to 110 Somethinc customers at Vanilla Skincare & Cosmetic Store, with respondents selected based on their familiarity with experience with the products. The instruments were tested for validity and reliability, and data analysis was performed using multiple linear regression with SPSS 27.The findings show that green marketing has a positive but insignificant influence on purchase intention. Campaigns such as collaboration with LindungiHutan and the EmptyBox program helped strengthen brand awareness but did not substantially affect consumer decisions. In contrast, eco-friendly products demonstrated a positive and significant effect. Factors including quality, the use of natural ingredients, recyclable packaging, and proven skin health benefits were the main drivers of consumer purchase interest. Overall, the research concludes that sustainability and product quality play a greater role than promotional strategies in shaping buying decisions. These results suggest that skincare companies should continue to innovate in eco-friendly product development while reinforcing sustainable marketing to build long-term consumer trust.
The Influence of Brand Image and Sustainability Awareness on Customer Loyalty at Miniso Medan Mall: Pengaruh Citra Merek dan Kesadaran Keberlanjutan terhadap Loyalitas Pelanggan Miniso Medan Mall Cindy; Hommy Dorthy Ellyany Sinaga; Ngiw Aman Harja
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.324

Abstract

This study aims to analyze the Influence of Brand Image and Sustainability Awareness on Customer Loyalty at Miniso Medan Mall. The research method used is a quantitative approach by distributing questionnaires to 91 respondents who are customers of Miniso Medan Mall. Data were analyzed using validity tests, reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination with the help of SPSS Version 27. The results showed that Brand Image had a positive and significant effect on Customer Loyalty, while Sustainability Awareness had a positive but insignificant effect on customer loyalty. Simultaneously, both variables have a significant effect on customer loyalty with a coefficient of determination of 62.9%. This confirms that customer loyalty toward Miniso Medan Mall is more strongly influenced by Brand Image perceptions than by Sustainability Awareness. The findings of this study have practical implications for Miniso to continue strengthening product quality, design, and shopping experience, while maintaining its commitment to Sustainability Awareness as a long-term strategy in facing modern retail competition.
Fostering Environmentally Conscious Purchasing Through Ecological Promotion: How Gender and Ecological Awareness Play a Role at Pizza Hut: Mendorong Konsumsi Berkelanjutan Melalui Green Marketing: Pengaruh Gender dan Pengetahuan Lingkungan di Pizza Hut Steven; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.341

Abstract

The purpose of this research was to ascertain the connection between sex and their awareness of ecological issues in relation to purchasing decisions that promote sustainability, as well as the employment of environmentally friendly marketing strategies. In addition, this research endeavors to discover if ecological marketing can regulate the effects of both gender and ecological awareness on the encouragement of sustainable purchasing habits. One hundred participants were chosen for the study, all of whom had bought items from the Gajah Mada Medan branch of Pizza Hut while the study was being conducted; the exact number of respondents was not known. Purposive sampling was the method utilized in the selection of the sample. The findings of the study demonstrated that there was a substantial and favorable association between one's gender and their acceptance of green marketing strategies; that there was a considerable and favorable association between one's ecological awareness and their acceptance of green marketing strategies; that there was a substantial and favorable association between one's gender and their adoption of sustainable consumption habits; that one's ecological awareness had no bearing on their adoption of sustainable consumption habits; that there was a substantial and favorable association between the use of green marketing and the promotion of sustainable consumption; that green marketing was able to act as a mediator in the connection between one's gender and their engagement in sustainable consumption; and that green marketing was unable to act as a mediator in the connection between one's ecological awareness and their engagement in sustainable consumption.
The Impact of Digital Marketing Strategies and Environmentally Friendly Innovations on Brand Loyalty at The Body Shop Thamrin Plaza: Dampak Strategi Pemasaran Digital dan Inovasi Ramah Lingkungan terhadap Loyalitas Merek di The Body Shop Thamrin Plaza Anjeli; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.342

Abstract

This research is motivated by the low levels of customer involvement and loyalty at The Body Shop Thamrin Plaza Medan, despite the outlet implementing promotions, various programs, and recycling workshops. To address this issue, the study employs a quantitative approach with a sample of 100 customers selected using incidental (convenience) sampling through a structured questionnaire. The data were tested for validity and reliability, were found to meet the classical assumptions of normality and multicollinearity, and were then analyzed using multiple linear regression on SPSS version 25. The t-test shows that digital marketing strategies have a significant positive effect on brand loyalty (β = 0.408, t = 4.703, p < 0.05) while environmentally friendly innovations also have a significant positive effect (β = 0.456, t = 4.765, p < 0.05). The overall F test indicates that both variables collectively explain 58.8% of the variation in brand loyalty (F = 69.278, p < 0.05). These results support all three hypotheses and recommend enhancing digital content personalization as well as regularly scheduling green programs to strengthen relationships with consumers and potentially increase brand loyalty for The Body Shop Thamrin Plaza Medan.
Building Customer Loyalty in the Digital Economy Era: The Role of CRM Innovation and Promotional Strategies at Smarco Superstore Ring Road City Walks Medan: Membangun Loyalitas Pelanggan di Era Ekonomi Digital: Peran Inovasi CRM dan Strategi Promosi di Smarco Superstore Ring Road City Walks Medan Bernadetha Manurung; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.356

Abstract

This study examines the impact of Customer Relationship Management (CRM) and sales promotion on customer loyalty at Smarco Superstore Ring Road City Walks Medan. The research is grounded in the challenges of modern retail competition with the rise of e-commerce and the shift in consumer behavior toward digitalization, which highlight the need for effective CRM and promotional strategies. A quantitative survey method was applied, using primary data collected from 96 purposively selected respondents through a Likert-scale questionnaire. Data were analyzed using multiple linear regression, along with validity and reliability tests, classical assumption testing, t-test, F-test, and coefficient of determination. Results show that CRM has a positive but insignificant partial effect on loyalty, while sales promotion has a positive and significant partial effect. Together, CRM and sales promotion significantly influence loyalty with a contribution of 40.7%, leaving the remainder to other factors. The findings highlight the importance of consistent sales promotion and optimized CRM to enhance sustainable customer loyalty.
The Impact of Eco-Friendly Packaging Innovation and Green Branding Communication on Image Green Brand KFC Asia Megamas Medan: Dampak Inovasi Kemasan Ramah Lingkungan dan Komunikasi Green Branding terhadap Citra Merek KFC Asia Megamas Medan Chandera Rahmatyadi; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.361

Abstract

This study addresses the challenges arising by increasing environmental concerns and packaging waste in fast food outlets by examining the impact of eco-friendly packaging innovations and green brand communication on the green brand image of KFC Asia Megamas Medan. The aim was to assess the individual effects of green packaging and green brand communication on brand image as well as combined influence. A quantitative approach was used, with incidental sampling techniques to study about 100 KFC consumers, and the data were analyzed with SPSS through validity, reliability, classical assumption tests and multiple linear regression. The results revealed that both eco-friendly packaging innovation and green brand communication had a significant positive effect on green brand image and collectively explained 57.8% of the variance. The results of this study show that integrating eco-friendly packaging innovations with transparent green branding communication can strengthen consumer perception of the image of fastfood brands and direct practical sustainability strategies.
Co-Authors . Syamsulbahri Agung Zulfikri Ali muhajir, Ali Angelia Siatama Anjeli Bernadetha Manurung Brillian Moktar Chandera Rahmatyadi Chevy Herli Sumerli Christine Riani Elisabeth Cindy Dedy Lazuardi Dhety Chusumastuti Elisabeth Nainggolan Eva Yuniarti Utami Fenny Fenny Fenny Fenny Loso Judijanto Mashitah Binti Duralim Mochamad Suryadharma Muhamad Ammar Muhtadi Muhammad Ali Akbar Muthi’atul Khasanah Ngiw Aman Harja Nicholas Nicholas Norhaslina BT Asri Novi Darmayanti Nur Fadzillah Binti Jaafar Nurali Nurali Petrus Loo Sri Rezeki Steven Subfian Malisa Widalicin Januarty Zefana Zunan Setiawan