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All Journal Jurnal Ilmiah Manajemen Kesatuan Journal of Business, Management and Social Studies
Putri, Nadiyah Asmaranti Anita
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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The Influences of Content Creation and Community Building on Purchase Decision during COVID-19: A Case Study of Sociolla Putri, Nadiyah Asmaranti Anita; Pasaribu, Pananda
Journal of Business, Management, and Social Studies Vol. 2 No. 3 (2022): Journal of Business, Management, and Social Studies
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (606.664 KB) | DOI: 10.53748/jbms.v2i3.43

Abstract

This study aims to ascertain the influence of social media marketing via Instagram, which includes content creation and community building, on purchase decision in Sociolla during the pandemic. This study collected primary data from respondents via questionnaires. The respondents were 101 people with customers who became Sociolla followers and made online purchases on Sociolla during the COVID-19 pandemic. SPSS was used to analyze the data in this analysis. Analytical techniques include multiple linear regression analysis, the t test for partial hypotheses, the F test for simultaneous hypotheses, and the coefficient of determination (R²). This study found that content creation and community development had a significant positive effect on purchase decision. The partial results (t test) indicate that the variables relating to content sharing most influence purchase decision. While concurrently (F test) demonstrates that content creation and community building have a significant effect on purchasing decisions. Although the relationship between community building and purchase decision has been examined in past research, the specific relationships examined in this study in comparison with the content creation-purchase decision relationship has not yet been previously investigated using a local cosmetic brand followers in Indonesia.
Unpacking Consumer Behavioral Intentions in Sustainable Cosmetics: The Role of Green Brand Love and Trust Putri, Nadiyah Asmaranti Anita; Hussein, Ananda Sabil; Ismail, Taufiq
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3665

Abstract

The cosmetics industry in Indonesia contributes significantly to environmental degradation through non-degradable packaging and chemical-laden products, prompting a shift toward eco-friendly alternatives. Consumer demand for sustainable cosmetics is growing, driven by environmental awareness, yet the factors influencing their purchasing behavior remain underexplored. This study aims to examine how green motivation influences behavioral intentions toward eco-friendly cosmetic products, with green brand love and green trust as mediators, focusing on the Indonesian market. A quantitative approach was employed, collecting data through an online survey from 262 Indonesian consumers who had purchased green cosmetics. The data were analyzed using Structural Equation Modeling-Partial Least Squares to test the relationships between variables. The findings reveal that green motivation significantly influences behavioral intentions, with green brand love and green trust partially mediating this relationship. Consumers with strong environmental motivation exhibit greater emotional attachment and trust in eco-friendly brands, enhancing their likelihood to purchase and recommend these products. This study concludes that fostering genuine sustainability practices can strengthen consumer loyalty in Indonesia’s green cosmetics market, offering insights for brands to align with environmental values and meet growing consumer expectations.
Co-Authors Ananda Sabil Hussein Pananda Pasaribu, Pananda Taufiq Ismail