Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal Majalah Ilmiah Warta Dharmawangsa International Journal of Social Service and Research Reviu Akuntansi, Manajemen, dan Bisnis
Sascha, Indira
Unknown Affiliation
Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Peran Kepemimpinan, Penghargaan, Dan Kesejahteraan Terhadap Pelayanan Karyawan Rumah Sakit Di Bekasi Ariyanto, Bintoro; Sascha, Indira; Kusuma, Steven; Sulastri, Sulastri; Maryatsi, Tri
Jurnal Warta Dharmawangsa Vol 18, No 4 (2024)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/wdw.v18i4.5080

Abstract

Framing Cosmetic Purchase Decisions in the Digital Era: The Role of Influencer Storytelling and Consumer Reviews with Self Brand Connection as a Moderating Variable Sudjaniah, Derah; Sascha, Indira; Arita, Melva; Yulistiyaningsih, Arum; Siregar , Rio Octogi
International Journal of Social Service and Research Vol. 5 No. 8 (2025): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v5i8.1288

Abstract

This study aims to analyze the influence of influencer storytelling and consumer reviews on cosmetic product purchase decisions, with self-brand connection as a moderating variable. The focus is on cosmetic consumers across Indonesia within the context of digital marketing. The theoretical foundation includes the Theory of Planned Behavior, Elaboration Likelihood Model, and Self-Congruity Theory. A quantitative method using Partial Least Squares–Structural Equation Modeling (PLS-SEM) was employed. The findings reveal that both influencer storytelling and consumer reviews positively affect purchase decisions. Moreover, self-brand connection strengthens the relationship between these variables and purchase decisions, highlighting the emotional role consumers play in shaping brand preference. These findings provide both theoretical and practical implications, especially in crafting effective digital marketing strategies for local cosmetic brands. The study emphasizes the importance of fostering emotional bonds between brands and consumers to enhance loyalty and drive purchase decisions.
Sustainability Branding and Green Marketing Toward Green Purchase Intention Sudjaniah, Derah; Ismaliyanto, Junef; Lu’luatuwwafiroh, Lu’luatuwwafiroh; Sascha, Indira; Siregar, Rio Octogi
Reviu Akuntansi, Manajemen, dan Bisnis Vol 5 No 2 (2025): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i2.5755

Abstract

Purpose: This study examines the influence of environmental concern, brand sustainability practice, and green marketing on green purchase intention in Indonesia, while assessing the moderating role of price among digital consumers. Methodology/approach: A quantitative design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze data from 350 digital consumers. The measurement model fulfilled validity and reliability criteria (outer loadings > 0.70; AVE > 0.70). The structural model achieved an R² value of 0.394, indicating a moderate explanatory power. Results/findings: Environmental concern (? = 0.192; p < 0.001), brand sustainability practice (? = 0.221; p < 0.001), and green marketing (? = 0.159; p = 0.001) positively influence green purchase intention. Price also shows a positive direct effect (? = 0.139; p = 0.008). All moderating interactions are significant, with the strongest effect found in Price × Green Marketing (? = 0.384; p < 0.001; f² = 0.253), suggesting that perceived price compatibility strengthens the effectiveness of green marketing messages. Conclusion: Green purchase intention in Indonesia is driven by environmental concern, sustainable brand practices, and green marketing. Price does not hinder but instead reinforces these effects, indicating a consumer shift toward valuing sustainability despite premium pricing. Limitations: The study uses self-reported, cross-sectional data from purposive sampling of digital consumers, limiting generalizability across demographic groups and longitudinal behavioral changes. Contribution: This research provides an integrated model that highlights the combined effects of environmental concern, sustainability branding, and green marketing with price moderation, offering empirical insights relevant to green marketing strategies in emerging markets.
Co-Authors Arita, Melva Bintoro Ariyanto Junef Ismailiyanto Kusuma, Steven Lu’luatuwwafiroh, Lu’luatuwwafiroh Maryatsi, Tri Siregar , Rio Octogi Siregar, Rio Octogi Sudjaniah, Derah Sulastri Sulastri Yulistiyaningsih, Arum