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All Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Riset Manajemen
Dati Putra Nur Akhmad
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Decision Sciences, Operations Research & Management Social Sciences

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Peran Social Media Influencer dalam Menciptakan Product Value Sebagai Pendorong Green Lifestyle Sustainbility Rifai Apriture Afianto; Dati Putra Nur Akhmad; Nur Fitriani Nikmatussholekha
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 3 No. 3 (2024): Agustus : Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v3i3.4018

Abstract

This research examines the role of social media influencers in shaping product values ​​that encourage a sustainable green lifestyle. With increasing attention to environmental issues, social media influencers have significant potential in influencing consumer behavior through the promotion of environmentally friendly products. A quantitative approach was used to collect data through an online questionnaire. A total of 190 samples were analyzed using Structural Equation Modeling (SEM) with Smart PLS. Participants in this research were selected using a purposive sampling approach based on certain criteria such as having experience purchasing environmentally friendly products. The research results show that social media influencers and product value have a significant effect on Sustainable Green. In addition, influencers play a role in educating consumers about the environmental and social benefits of the product, which in turn increases the value of the product in the eyes of consumers. By promoting products that support sustainability, influencers help encourage the adoption of green lifestyles among the wider community. This research concludes that strategic collaboration between brands and influencers is critical to creating strong product value and contributing to global sustainability efforts.
Analisis Pengaruh Kesadaran Merek dan Citra Merek Terhadap Minat Pembelian Dati Putra Nur Akhmad; Mirzam Arqy Ahmadi
JURNAL RISET MANAJEMEN (JURMA) Vol 2 No 4 (2024): December : Jurnal Riset Manajemen
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v2i4.2579

Abstract

This research was used to find out how brand awareness and brand image impact interest in purchasing iPhone products in Indonesia. Brand awareness includes recognition of the product and logo, while brand image involves consumer perceptions regarding product quality and exclusivity. This research uses a quantitative method by distributing questionnaires to 150 respondents who are iPhone users. Data were analyzed using SEM PLS, which showed that both brand awareness and brand image had a positive and significant influence on purchase intention. These results indicate that increasing brand awareness and image can encourage consumers to prefer iPhone over other brands. It is hoped that this research will provide guidance for companies in developing marketing strategies that focus on increasing brand awareness and image to attract consumer interest.
Co-Authors Mirzam Arqy Ahmadi Nur Fitriani Nikmatussholekha Rifai Apriture Afianto