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All Journal Siber Journal of Advanced Multidisciplinary Siber International Journal of Digital Business Greenation International Journal of Economics and Accounting
Rita Zahara
College of Economics Business Development and Management (STIE PBM)
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Health Professions Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology

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The Influence of Green Marketing on Purchasing Decisions Mediated by Purchase Intention Rita Zahara
Greenation International Journal of Economics and Accounting Vol. 2 No. 2 (2024): Greenation International Journal of Economics and Accounting (June - August 202
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v2i2.172

Abstract

This study aims to determine: (1) The direct effect of green marketing on purchasing decisions for The Body Shop customers at Paskal Hyper Square Bandung (2) The effect of green marketing on buying interest in The Body Shop customers at Paskal Hyper Square Bandung (3) The effect of buying interest on purchasing decisions for The Body Shop customers at Paskal Hyper Square Bandung (4) The effect of green marketing on purchasing decisions mediated by buying interest in The Body Shop customers at Paskal Hyper Square Bandung. This research design is survey research. The population in this study were all customers who knew The Body Shop products. The sampling technique used purposive sampling method with a sample size of 180 people. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used to answer the hypothesis of this study is the path analysis test. The results of this study indicate that: (1) there is a positive and significant direct effect of green marketing on purchasing decisions on The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the significance value of 0.000 <0.05 and the regression coefficient has a positive value of 0.686; (2) there is a positive and significant effect of green marketing on buying interest in The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the significance value of 0.000 <0.05 and the regression coefficient has a positive value of 0.561; (3) there is a positive and significant effect of buying interest on purchasing decisions for The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the significance value of 0.000 <0.05 and the regression coefficient has a positive value of 0.567; and (4) there is a positive and significant effect of green marketing on purchasing decisions mediated by buying interest in The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the mediation coefficient of 0.2087 with a significance value of 0.000 less than 0.05.
The Influence of Green Marketing and Brand Image on Purchasing Decisions Rita Zahara
Siber International Journal of Digital Business (SIJDB) Vol. 1 No. 4 (2024): (SIJDB) Siber International Journal of Digital Business (April - June 2024)
Publisher : Siber Nusantara Review & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sijdb.v2i1.44

Abstract

The purpose of this study was to determine whether green marketing affects purchasing decisions, to determine brand image affects purchasing decisions and to determine the effect of green marketing and brand image on purchasing decisions for Tupperware on Jalan Buah Batu. The population in this study is the surrounding community who purchased Tuppaware products for 2020 on Jalan Buah Batu Lingkungan I as many as 1718 people, where 94 people were sampled using the slovin formula. The data collection technique used in this study was carried out by distributing questionnaires. The analysis technique used in this research is multiple linear regression, partial test (t test), simultaneous significance test (F test) and the coefficient of determination. The results showed that partially Green Marketing has a positive and significant effect on Tupperware Purchasing Decisions, Brand Image has a positive and significant effect on Tupperware Purchasing Decisions and simultaneously Green Marketing and Brand Image have a significant effect on Tupperware Purchasing Decisions on Jalan Buah Batu.
The Influence of Environmental Attitudes and Environmental Concerns on Green Purchasing Behavior with Gender as a Moderator Variable Rita Zahara
Siber Journal of Advanced Multidisciplinary Vol. 2 No. 1 (2024): (SJAM) Siber Journal of Advanced Multidisciplinary (April - June 2024)
Publisher : Siber Nusantara Research & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sjam.v2i1.135

Abstract

The purpose of this study is to analyze the effect of environmental attitudes and environmental concerns on green purchasing behavior with gender as a moderator variable. This study also aims to analyze the effect of environmental attitudes and environmental concerns on green purchasing behavior. This research takes respondents, namely students who are under 25 years old. The number of respondents in this study amounted to 175 respondents. The sampling technique is purposive sampling. The questionnaire was distributed through online media. The results of the regression analysis show that environmental attitudes and environmental concerns affect green purchasing behavior while gender does not moderate the influence of environmental attitudes and environmental concerns on green purchasing behavior.
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