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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Informatika Ekonomi Bisnis
Winata, Jessica
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Economics, Econometrics & Finance

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Pengaruh green marketing dan citra merek terhadap keputusan pembelian produk Mcdonald’s di Jakarta Utara Winata, Jessica; Bernadine; Brastoro
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 8 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (654.699 KB) | DOI: 10.32670/fairvalue.v4i8.1466

Abstract

Global warming increases the awareness of the Indonesian people about the importanceof efforts to preserve the environment. One of the forms is the change in the lifestyle of theIndonesian people to start using ecofriendly products. One of the company that isaggressively implementing the concept of Green marketing is McDonald's Corporation.Moreover, in implementing green marketing, McDonald's Corporation also continuouslyto strive to improve a positive brand image and compete in the market to win the heartsof consumers so that it can influence consumer purchasing decisions. This study aimsto analyze the effect of green marketing and brand image on the purchasing decisions ofMcDonald's products in North Jakarta.This study uses a quantitative method with theobject of research being McDonald's restaurants located in North Jakarta. Data wascollected through the distribution of online questionnaires via Google Form. The dataanalysis techniques used in this study include validity test, reliability test, descriptiveanalysis, classical assumption test and multiple regression analysis, individual parametersignificant test (t test), and coefficient of determination (R2). All data were processed usingthe IBM SPSS Statistics 20 program. This study concluded that green marketing and brandimage have a positive and significant effects on purchasing decisions for McDonald'sproducts in North Jakarta. The suggestions given are to maintaining and increasing theapplication of the green marketing concept and carrying out Corporate SocialResponsibility (CSR) to build a positive brand image.
The Impact of Profitability and Liquidity on Firm Value with Tax Avoidance as Intervening Variable of F&B Company Kacaribu, Anton Adventus; Winata, Jessica
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 1 (March 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (237.798 KB) | DOI: 10.37034/infeb.v5i1.202

Abstract

This study aimed to analyze the effect of profitability and liquidity on firm value through tax avoidance as intervening variables. This research was conducted on the food and beverage sub-sector manufacturing companies listed on the Indonesia Stock Exchange period 2018-2020. The total research data are 48 samples. Path analysis was used as an analytical technique with the SPSS version 25 software. The first structure of this research shows that both profitability and liquidity do not have a significant effect on tax avoidance, and the second structure shows that profitability has a significant effect on Firm Value. In contrast, liquidity has no significant effect on Firm Value. Tax avoidance has a significant effect on Firm Value. The direct effect of profitability on firm value is known to be 0.646, while the indirect effect is -0,071, which shows the direct is greater; therefore, indirectly, Tax Avoidance does not have a dominant effect on the firm value. The direct effect of liquidity on firm value is known to be -0.179, whereas the indirect effect of -0,049 is shown indirectly through Tax Avoidance has a dominant effect on the firm value.
Co-Authors Bernadine Brastoro Kacaribu, Anton Adventus