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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Balance Vocation Accounting Journal Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Business, Economics, and Social Development Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Indonesian Journal of Business Analytics (IJBA) International Journal of Humanities Education and Social Sciences INJURITY: Journal of Interdisciplinary Studies ATHENA: Journal of Social Culture and Society Apollo: Journal of Tourism and Business Scientechno: Journal of Science and Technology IIJSE Asian Journal of Management, Entrepreneurship and Social Science
Tiara Muthiarsih
Universitas Swadaya Gunung Jati
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Apollo: Journal of Tourism and Business

 1 
The Effect of Green Marketing and Corporate Social Responsibility on Brand Image of Emina Products Faiza Dwi Rahmadhani; H Herliani; Adi Setiawan; Tiara Muthiarsih
Apollo: Journal of Tourism and Business Vol. 2 No. 1 (2024): January 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v2i1.294

Abstract

People are becoming more aware of environmental difficulties in this time of globalization. Waste is one such problem, as waste is a major source of pollution in the air, soil and water. It is hoped that all individuals and businesses in Indonesia, including consumers, will increase awareness and concern for the environment as an effort to preserve and restore the earth's ecosystem. Emina products are one example of a company that prioritizes sustainability in its systems and products at PT Technology and Innovation. Emina is considered a product that contributes to a positive reputation and values social responsibility. Green marketing includes all efforts and endeavors directed at promoting, packaging, distributing, consuming, and recalling products through environmental awareness or response. Corporate social responsibility is a condition in which businesses must continue to pay attention to the environment in an effort to reduce environmental problems that have occurred or are occurring. To achieve sustainable growth and performance, corporate social responsibility is an initiative that is integrated into the investment strategy and is considered a corporate social obligation. Brand image, alongside environmental concerns and corporate social responsibility will emerge as an important consideration for companies in the coming years. Consequently, brand image is consumers' and customers' perception of a brand, which in turn inspires trust in the brand. This research highlights the importance of green marketing and environmental accountability in general by building a good perception of the organization's brand within the local community. The purpose of this study is to determine the correlation between brand image (Z) and the impact of corporate social responsibility (Y) and green marketing (X). Uncertainty surrounds most Emina product users who make up the population of this study. In the absence of population information, the sample size for a given study will be calculated based on criteria for an unknown population, resulting in a total of 100 respondents. This research will use a purposive sampling method, which involves selecting a sample from the population under study based on certain criteria. Regression analysis and path analysis will be used to analyze the data. Hypothesis testing, validity and reliability tests, normality and multicollinearity tests, path analysis model fit tests, and SPSS and AMOS Softwer analysis tools will be used for data analysis. According to the findings of this study, green marketing influences consumer perceptions of Emina products favorably, thereby contributing to improved environmental stewardship. Emina is perceived as an ethical and socially responsible entity, which positively impacts its reputation
Model of Interest in Buying Fashion Products on Tiktok Shop Which is Influenced by Influencer Marketing and Price Perception Karina Dewi Pertiwi; Dini Andriyani; Adi Setiawan; Tiara Muthiarsih
Apollo: Journal of Tourism and Business Vol. 2 No. 2 (2024): May 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v2i2.297

Abstract

In the rapidly developing digital era, competition between companies in the e-commerce sector is increasingly competitive. Social media is a supporting tool for consumers in sharing text, video, image and audio information, and currently technology is developing more quickly, because of the large number of internet users, therefore all activities can be done online, one of which is online shopping. one example is TikTok Shop. TikTok Shop is a social commerce feature that advertises and sells their products via TikTok. This shopping feature is present on TikTok as a response to increasing sales of various products after brands carried out promotions via social media platforms. Influencers are netizen actors who have social media accounts and continue to spread messages or campaign content to other netizens to strengthen the message or content. Influencer marketing is a marketing strategy in product sales by promoting a product by someone who is considered to have influence. Price is one component of a company's marketing strategy, with the aim of providing added value to consumers so that they continue to consume the products and services being sold. Consumers will tend to prefer a more affordable price to obtain an item. Consumers tend to prefer more affordable prices to get the goods they want. The aim of this research is to determine the formation of the Purchase Interest model which is influenced by Influencer Marketing and Price Perception. This research uses a side purposive method which involves selecting samples from the population studied based on certain criteria. Structural Equation Modeling (SEM) analysis was used to analyze the data. The results of the validity test output show that this research data is declared valid and the construct reliability test shows that each variable in this research is declared consistent. The statistical assumption test shows that it has a positive and significant effect on influencer marketing which can provide a stimulus to prices and purchasing interest which encourages customers to make purchases. The path analysis model fit test shows the similarity of several samples which can substitute for the population as a whole
Co-Authors Adi Setiawan Adi Setiawan Athiyatul Aula Calies, Ezhar Taqfhiran Damayanti, Alfina Devi Evian Rosmaningsih Dian Anggraeni Dini Andriyani Doni Susanto Faiza Dwi Rahmadhani Faturrahman, Dimas H Herliani H. Misbak Ica Cahyani Irma Trimulyawati Kamila, Andin Karina Dewi Pertiwi Ladina Syafa Sholeha Laela Isnaeni Laelatul Badriyah, Laelatul Lukas Arturito Misbak Misbak Misbak, H Misbak, H. Misbak, Misbak Muhammad Willy Apriza Munawir, Muhamad Mutia Febriani Nanda Leopinda Putri Neliana, Tri Nurisnaeni, Nurisnaeni Putri, Amelia Amanda Ramadhan, Hikmah Akbar Robiul Rawi, Rawi Rifa Rohidatul Aisya Rifky Alfiansyah Rina Destiana Rivaldi, Rival Rosada, Nilta Siti Nurlaelatul Jannah Wiwik Handayani Yeni, Tri Yusuf Yusuf