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All Journal Klabat Journal of Management
Diah Saputri, Dilla Ajeng
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Economics, Econometrics & Finance Social Sciences

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Predictors of Purchase Decision: The Combined Effects of Business Sustainability Support and Purchase Intention Miranti, Liana; Cahya, Bayu Tri; Soetjipto, Budi Eko; Diah Saputri, Dilla Ajeng
Klabat Journal of Management Vol. 5 No. 2 (2024): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v5i2.1106.114-128

Abstract

This study investigates the effects of business sustainability support (Customer Relationship Management (CRM), Brand Equity, and Corporate Social Responsibility (CSR)) on purchasing decisions, with Purchase Intention serving as a mediating variable, among Tupperware consumers. In the face of intense competition within the plastic-based household goods industry, Tupperware has encountered declining sales, prompting the necessity for innovation and effective marketing strategies. Employing a causal quantitative approach, this study engaged 80 Tupperware consumer respondents and utilized the Structural Equation Model (SEM) for data analysis, employing the Smart PLS 3.0 program. The findings revealed that Brand Equity and CSR exert a positive and significant influence on purchasing decisions, while CRM did not exhibit significance. Furthermore, Purchase Intention was found to mediate the positive impact of CRM, Brand Equity, and CSR on purchasing decisions.
Co-Authors Bayu Tri Cahya Budi Eko Soetjipto Miranti, Liana