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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi ACCRUALS (Accounting Research Journal of Sutaatmadja)
Mutiah, Ceha
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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THE EFFECT OF ENVIRONMENTAL CONCERN ON ECO FRIENDLY FASHION PRODUCT PURCHASE DECISION: THE MEDIATOR ROLE OF GREEN BRAND IMAGE Septiarini, Eka; Irsyadi, Faiz; Mutiah, Ceha
ACCRUALS (Accounting Research Journal of Sutaatmadja) Vol 8 No 02 (2024): Accruals Edisi September 2024
Publisher : Sekolah Tinggi Ilmu Ekonomi Sutaatmadja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35310/accruals.v8i02.1249

Abstract

Indonesia is now dealing with a variety of environmental issues. These challenges pose a hazard to ecosystems and the environment. Waste is Indonesia's major environmental challenge. Large amount of waste was accumulated, totaling 32 million tons, including textile waste. The cause of this phenomenon is the growth of fast fashion industry. The Indonesian apparel textile industry's export growth climbed by 56% (Kemenperin, 2021), although the market for environmentally friendly clothes fell in 2020 with a compound annual growth rate (CAGR) of -3.24% (Business Wire, 2020). 28% of Indonesian customers comprehend eco-friendly products. So it might be assumed that Indonesians lack comprehension of an environmentally friendly product. The purpose of this research is to broaden the understanding of green customers' purchasing decisions for eco-friendly fashion products by presenting and testing an integrated conceptual model that investigates the influence of consumers' personal environmental concern, green brand image, and its relationships. Using descriptive and associative quantitative methods, 371 respondents who live in Indonesia and had an experience purchase ecofriendly fashion product filled the questionnaire through google form. Data analysis using PLS software which consists of outer model and inner model. The outcome retrivied 72.4% of green brand image are influenced by environmental concern. The environmental concern influences green purchase decision by 24.2%. The green brand image influences green purchasing decisions by 38.7%. Green brand image positively mediated environmental awareness and green purchasing decisions by 28.2%.
Pengaruh Brand Image, Product Quality, dan Brand Trust Terhadap Repurchase Intention Melalui Customer Satisfaction Produk Mustika Ratu di Kota Bandung Mutiah, Ceha; Leni Evangalista Marliani
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 1 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

The purpose of this study is to analyze the influence of brand image, product quality, and brand trust on repurchase intention, mediated by customer satisfaction, for Mustika Ratu face masks in the city of Bandung. The population in this study comprises consumers of Mustika Ratu face masks in the city of Bandung who have previously used Mustika Ratu face masks. The research employed convenience sampling, resulting in a sample of 150 respondents. Findings the research findings indicate that the brand image variable has a positive and significant impact on repurchase intention, while product quality and brand trust do not affect repurchase intention. Additionally, customer satisfaction plays a mediating role in the influence of brand image, product quality, and brand trust on repurchase intention. Product quality and brand trust do not directly and immediately drive repurchase intention. Further research is needed for these variables.
Co-Authors Irsyadi, Faiz Leni Evangalista Marliani Septiarini, Eka