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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Journal Of Management Science (JMAS) Jurnal Mantik Jurnal Manajemen Bisnis Eka Prasetya Jurnal IPTEK Bagi Masyarakat PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Eastasouth Journal of Effective Community Services Jurnal Pengabdian Pada Masyarakat METHABDI Jurnal Pengabdian Harapan Bangsa Jurnal Ekonomi dan Kewirausahaan West Science Gudang Jurnal Multidisiplin Ilmu West Science Social and Humanities Studies Gudang Jurnal Pengabdian Masyarakat Jurnal Pemberdayaan Masyarakat (JUPEMAS)
Widalicin Januarty
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
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ANALYSIS OF THE APPLICATION OF GREEN MARKETING, PERCEIVED VALUE AND BRAND IMAGE ON PURCHASING DECISIONS KOPI KENANGAN PRODUCTS Nainggolan, Elisabeth; Anggoro, Michael; Januarty, Widalicin
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 2 (2025): May 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i2.3106

Abstract

Abstract: In this era where economy raise to the extent of all brand have competitors even the smallest one. This raise in economy brings another problem which is waste, generally plastic waste. Therefore, brands need to use a better packaging for both customer and environment. This study aims to determine whether green marketing, perceived value and brand image affect purchasing decisions for Kopi Kenangan products. This study uses quantitative data using primary data. The population in this study were all Kopi Kenangan customers totaling 16,104 customers with a sample of 100 respondents. The results showed that partially, green marketing have a positive and significant effect on purchasing decisions for Kopi Kenangan, perceived value have a positive and significant effect on purchasing decisions for Kopi Kenangan, brand image have a positive and significant effect on purchasing decisions for Kopi Kenangan, and simultaneously, green marketing, perceived value and brand image have a positive and significant effect on purchasing decisions for Kopi Kenangan. Keywords: brand image, green, marketing, perceived, purchase decision, value Abstrak: Di era ekonomi yang semakin maju ini semua merek memiliki pesaing bahkan yang terkecil sekalipun. Meningkatnya ekonomi ini membawa masalah lain yaitu sampah, umumnya sampah plastik. Oleh karena itu, merek perlu menggunakan kemasan yang lebih baik bagi pelanggan dan lingkungan. Penelitian ini bertujuan untuk mengetahui apakah pemasaran hijau, nilai yang dirasakan dan citra merek mempengaruhi keputusan pembelian untuk produk Kopi Kenangan. Penelitian ini menggunakan data kuantitatif dengan menggunakan data primer. Populasi dalam penelitian ini adalah seluruh pelanggan Kopi Kenangan yang berjumlah 16.104 pelanggan dengan sampel sebanyak 100 responden. Hasil penelitian menunjukkan bahwa secara parsial, pemasaran hijau berpengaruh positif dan signifikan terhadap keputusan pembelian Kopi Kenangan, nilai yang dirasakan berpengaruh positif dan signifikan terhadap keputusan pembelian Kopi Kenangan, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian Kopi Kenangan, dan secara simultan, pemasaran hijau, nilai yang dirasakan dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian Kopi Kenangan. Kata kunci: citra merek, hijau, pemasaran, persepsi, keputusan pembelian, nilai
Pengenalan Digital Marketing di Era Media Sosial bagi Siswa SMA Carnegie Medan Sjukun, Sjukun; Fenny, Fenny; Wily Julitawaty; Widalicin Januarty; Yusuf Taufik
Jurnal Pemberdayaan Masyarakat Vol. 3 No. 2 (2025): Desember
Publisher : Jurnal Pemberdayaan Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This community service activity aims to provide basic digital marketing education to students of Carnegie Senior High School Medan, with a particular focus on the utilization of social media as a modern and relevant marketing tool in the digital era. The background of this activity is based on the high intensity of social media usage among adolescents, which is not always accompanied by sufficient understanding of its productive and ethical use. Therefore, early education is needed to introduce students to the positive and strategic potential of digital platforms.The implementation methods included the delivery of learning materials in an interactive manner, group discussions, and simple case studies that were closely related to students’ daily experiences. The materials covered fundamental concepts of digital marketing, types of social media platforms used for marketing purposes, digital-based business opportunities, and the importance of ethics and responsibility in digital activities.The results of the activity indicate a significant improvement in students’ understanding of basic digital marketing concepts and a shift in perception regarding social media, from being merely a means of entertainment to a platform with economic value. In addition, students demonstrated increased awareness of ethical behavior in online interactions and transactions. They also showed strong enthusiasm during discussions and were able to identify simple business ideas that could be developed through digital platforms. This activity serves as a strategic initial step in instilling digital entrepreneurship awareness at the secondary education level and contributes to preparing young generations who are adaptive, creative, and responsible in facing the challenges of the digital economy.
Co-Authors Afrizal Anggoro, Michael Bao Giang, Phan Claudie Tiofanny Elisabeth Nainggolan Ellyany Sinaga, Hommy Dorthy Eva Yuniarti Utami Fenny Fenny Fenny Fenny Fenny Ferry Arfiansyah Gultom, Pesta Hommy Dorthy Ellyany Sinaga Ilhamiwati, Mega Joni Joni Junika Napitupulu Kanchawongpaisan, Sipnarong Khun, Loo Teck Leonardi, Nicholas M. Fahrial Aldi Manik, Desma Erica Maryati Mega Ilhamiwati Moh Gifari Sono Muhammad Haris Riyaldi, Muhammad Haris Nainggolan, Elisabeth Nainggolan, Susan Grace Nainggolan, Susan Grace V Najla, Najla Nizam, Ahmad Novita Novita Pesta Gultom Petrus Loo Putri Handayani Rahmad Dianta Purba Rashid, Muhammad Hafiz Abd Rashid, Muhammad Hafiz Abd. Riskyandana, Haykal Sianturi, Richardo Aprianto Sinaga, Hommy Dorthy Ellyany Siregar, Annisa I. Hafifa Situmorang, Irvan Rolyesh Sjukun Sono, Moh Gifari Sri Rezeki Suci, Ratih Dwi Sutantio, Andy Taufik, Yusuf Tiofanny, Claudie Utami, Eva Yuniarti Wilbert Wilbert Wily Julitawaty Wily Julitawaty, Wily Yusuf Taufik