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All Journal Ilomata International Journal of Social Science International Journal of Science and Society (IJSOC)
Puspasari, Tri Ratih
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Religion Humanities Education Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Social Sciences Other

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Impact of Green Advertising and Packaging on Purchase Decisions via Green Perceived Value Inggrid; Puspasari, Tri Ratih; Yunus, Ulani
Ilomata International Journal of Social Science Vol. 5 No. 4 (2024): October 2024
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v5i4.1354

Abstract

This study seeks to explore the impact of green advertising, eco-friendly packaging, and perceived green value on consumer purchasing decisions within the beverage industry, particularly in the bubble tea sector. Most bubble tea beverages are served in disposable plastic cups, lids, and straws, contributing to the accumulation of waste in Indonesia. Observing this issue, the Indonesian public has begun to feel a sense of guilt associated with the use of plastic packaging and prefers brands that incorporate sustainability in their packaging. Consequently, Chatime has initiated the implementation of green marketing by introducing the Eco Cup as an environmentally friendly alternative beverage packaging made from paper. Chatime promotes its Eco Cup to consumers through green advertising on Instagram. This study employs the SOR theory to explain how green advertising and green packaging serve as stimuli that partially influence green perceived value (the organism), ultimately leading to purchase decisions .(the response). Using a quantitative approach with a survey method, questionnaires were distributed to 400 respondents. The findings indicate that while green perceived value has an indirect impact, the direct influence of green advertising and green packaging on purchase decisions is more significant. The indirect effect of green packaging on purchase decisions through green perceived value is notable, as is the direct influence of green packaging on both green perceived value and purchase decisions. Green packaging plays a crucial role in shaping positive perceptions before individuals make a purchase
The Influence of Brand Ambassadors in Building Brand Image and Their Impact on Purchasing Decisions for Scarlett Whitening Products Arief, Alya Luthfiyyah; Puspasari, Tri Ratih; Stellarosa, Yolanda
International Journal of Science and Society Vol 6 No 2 (2024): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v6i2.1202

Abstract

The Indonesian cosmetic industry is experiencing significant growth, driven by high consumer demand and an expanding market. This burgeoning industry has attracted several Indonesian celebrities to venture into the cosmetic business. The advancement of technology has subtly transformed the lifestyle of society, especially with the advent of social networks, which have provided business players with numerous marketing strategies that capture public attention. One such strategy is the use of brand ambassadors, who have become increasingly prominent in helping businesses introduce their products. The aim of this research is to understand the impact of brand ambassadors on building brand image and their subsequent effect on purchasing decisions of Scarlett Whitening products. This study utilizes the Elaboration Likelihood Model theory and employs a descriptive quantitative method. The population of the study consists of women aged 18-28 who use Scarlett Whitening products and follow the Instagram account @scarlett_whitening, totaling 100 respondents. The analysis techniques employed in the study include instrument testing, descriptive analysis, classical assumption testing, multiple regression analysis, correlation testing, and the Sobel test. The findings of the research reveal a positive and significant influence of brand ambassadors on both brand image and the purchasing decisions of Scarlett Whitening products. The researcher hopes that Scarlett Whitening will consider this study as a valuable reference in selecting brand ambassadors with similar criteria to enhance their brand image and its impacts. By strategically choosing brand ambassadors who resonate well with the target audience, Scarlett Whitening can strengthen its market position and drive consumer purchase decisions more effectively.
Co-Authors Arief, Alya Luthfiyyah Inggrid Yolanda Stellarosa Yunus, Ulani