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All Journal International Journal of Business, Law, and Education West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies
Kristian Panjaitan, Feliks Anggia Binsar
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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The Role of Brand Awareness, Advertising Effectiveness, and Pricing Strategies on Market Share of Green Products Abidin, Zainal; Kristian Panjaitan, Feliks Anggia Binsar
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.795

Abstract

This study investigates the impact of brand awareness, advertising effectiveness, and pricing strategies on the market share of green products. Using a sample of 500 respondents and employing multiple regression analysis, the findings reveal that all three factors significantly and positively influence market share. Brand awareness emerged as the most critical factor, followed by advertising effectiveness and pricing strategies. The study highlights the importance of strategic marketing efforts in promoting green products and provides practical implications for marketers. Companies are advised to invest in branding, create effective advertising campaigns, and adopt competitive pricing strategies to increase their market share. This research contributes to the literature on green marketing and offers insights into the drivers of market success for sustainable products.
The Influence of 15-Second TikTok Videos and Organic Testimonials on Environmental Awareness and Purchase Intention of Sustainable Fashion in Bandung Kristian Panjaitan, Feliks Anggia Binsar; Arini, Rani Eka; Bunyamin, Ilham Akbar
West Science Interdisciplinary Studies Vol. 3 No. 06 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i06.1985

Abstract

This study examines the influence of 15-second TikTok videos and organic testimonials on environmental awareness and purchase intention in the context of sustainable fashion in Bandung. Using a quantitative approach, data were collected from 170 respondents and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that both TikTok videos and organic testimonials significantly impact environmental awareness and purchase intention, with organic testimonials demonstrating a stronger effect. Environmental awareness is identified as a key precursor to purchase intention, emphasizing the importance of educational and marketing efforts to promote sustainability. The findings provide actionable insights for sustainable fashion brands to leverage social media and peer-generated content in shaping consumer behavior and supporting environmental objectives.
The Influence of 15-Second TikTok Videos and Organic Testimonials on Environmental Awareness and Purchase Intention of Sustainable Fashion in Bandung Kristian Panjaitan, Feliks Anggia Binsar; Arini, Rani Eka; Bunyamin, Ilham Akbar
West Science Interdisciplinary Studies Vol. 3 No. 06 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i06.1985

Abstract

This study examines the influence of 15-second TikTok videos and organic testimonials on environmental awareness and purchase intention in the context of sustainable fashion in Bandung. Using a quantitative approach, data were collected from 170 respondents and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that both TikTok videos and organic testimonials significantly impact environmental awareness and purchase intention, with organic testimonials demonstrating a stronger effect. Environmental awareness is identified as a key precursor to purchase intention, emphasizing the importance of educational and marketing efforts to promote sustainability. The findings provide actionable insights for sustainable fashion brands to leverage social media and peer-generated content in shaping consumer behavior and supporting environmental objectives.
Consumer Responses to Sustainable Product Labeling (Eco-label) in Purchasing Decisions Kristian Panjaitan, Feliks Anggia Binsar; Sinaga, Hommy Dorthy Ellyany
West Science Business and Management Vol. 3 No. 03 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i03.2235

Abstract

This study examines consumer responses to sustainable product labels (eco-labels) and their influence on purchasing decisions in Indonesia. Using a quantitative research design, data were collected from 150 respondents through a structured questionnaire with a 1–5 Likert scale. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) to evaluate both the measurement and structural models. Results indicate that eco-label perception has a significant positive effect on consumer trust and purchasing decisions. Furthermore, consumer trust plays a mediating role, strengthening the relationship between eco-label perception and purchase behavior. Environmental awareness also emerged as a strong determinant of purchasing decisions, showing that consumers who are more environmentally conscious are more responsive to eco-labels. The model demonstrated substantial explanatory power (R² = 0.62) for purchasing decisions, confirming the importance of eco-labels, trust, and awareness in shaping sustainable consumer behavior in Indonesia. These findings provide practical implications for businesses and policymakers in promoting eco-labeled products and fostering sustainable consumption.
Co-Authors Arini, Rani Eka Bunyamin, Ilham Akbar Sinaga, Hommy Dorthy Ellyany Zainal Abidin