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All Journal Jurnal Manajemen dan Agribisnis Asian Journal of Economics and Business Management
Shafira, Nabilla
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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Factors Influencing Consumer Purchase Decisions for Aqua Life Indonesia Products: Analysis of Ecolabel Awareness, Green Marketing Mix, and Brand Image Shafira, Nabilla; Sarma, Ma'mun; Rahmayani Johan, Irni
Jurnal Manajemen & Agribisnis Vol. 19 No. 2 (2022): JMA Vol. 19 No. 2, July 2022
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jma.19.2.274

Abstract

This study aims to answer two main objectives. The first is to answer the current eco-label, green marketing mix, and brand image of AQUA Life, and the Second is to answer how eco-label awareness, green marketing mix, and brand image influence consumer purchasing decisions. The study was conducted from November to December 2021. The data collected in this study were primary data obtained from a questionnaire survey in Indonesian, which was distributed via the Google Form link using the Ordinal scale. The sampling method (respondents) used is purposive sampling. The data was processed and analyzed using Structural Equation Modeling. The study's results obtained 105 respondents and showed that the eco-label awareness variable did not significantly affect consumer purchasing decisions for AQUA Life products. The green marketing mix and brand image variables positively and significantly impact consumer purchasing decisions for AQUA Life products. A green marketing mix has a significant effect on brand image. Producers and the government must provide more education to consumers to gain more knowledge about the use of environmentally friendly products and their benefits. Keywords: brand image, consumer purchasing decisions, ecolabel awareness, green marketing mix, structural equation modeling
The impact of green skills on green behavior and performance in green HR management at vocational training institutions Setiawan, Andre; Aida, Neli; Ribhan; Banuwa, Laili Fadhila; Mariska, Mega; Shafira, Nabilla
Asian Journal of Economics and Business Management Vol. 4 No. 1 (2025): Asian Journal of Economics and Business Management (AJEBM)
Publisher : Lighthouse Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53402/ajebm.v4i1.484

Abstract

This research aims to analyze the implementation of green human resources management and its influence on green skills on green behavior and impanct to performance. This research data is cross sectional and was collected only once, through distributing an online questionnaire on Google Form using a Likert scale of up to 5 points, from strongly disagree to strongly agree. The research sample was taken using purpose sampling which resulted in 100 samples at the Vocational Training Institute. This research uses instrument tests in the form of validity tests, reliability tests and data analysis techniques with Smart PLS. According to the research's findings, implementing green human resources management has a positive impact on both green skills and green behavior. Green skills also have a positive impact on behavior because they encourage employees to voice their opinions or ask other employees to do the same on environmentally friendly issues. in order to enhance green behavior and skills. In the future, this study can help managers understand how they might support green behavior in their firms by focusing on employee dedication, contribution, and voice.
Co-Authors Afra Nazhirah Andre Setiawan, Andre Banuwa, Laili Fadhila Irni Rahmayani Johan Ma'mun Sarma Mariska, Mega Neli Aida Novia, Siti Arita Rialdi, Azzahra Putri Ribhan Ribhan, Ribhan