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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Indonesian Journal of Islamic Economics and Business
Wulansari, Rika
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analysis of Green Marketing and Viral Marketing on Purchasing Decisions Through Consumer Behavior as an Intervening Variable (Case Study on Nike Shoes in Indonesia) Wulansari, Rika; Lukitaningsih, Ambar; Fadhilah, Muinah
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 5 (2024): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i5.3489

Abstract

This study aims to determine the effect of green marketing and viral marketing on purchasing decisions through consumer behavior as an intervening variable (case study on Nike shoes in Indonesia). The research methodology uses quantitative research, non-probability sampling method, and purposive sampling technique. A total sample of 130 respondents was obtained through distributing questionnaires. The results showed that the green marketing variable (X1) had no effect on purchasing decisions (Y). Viral marketing variable (X2) has an effect on purchasing decision (Y). Green marketing variables (X1) affect consumer behavior (Z). Viral marketing variable (X2) affects consumer behavior (Z). Consumer behavior variable (Z) affects purchasing decision (Y). consumer behavior can mediate the relationship between green marketing and purchasing decisions for Nike shoes. Consumer behavior can also mediate the relationship between viral marketing and purchasing decision for Nike shoes.
Analisa Produk Skincare Pria Ditinjau dari Perspektif Maqoshid Syariah Deshilma, Ayufa; Wulansari, Rika
Indonesian Journal of Islamic Economics and Business Vol. 7 No. 1 (2022): Indonesian Journal of Islamic Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN STS Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30631/ijoieb.v7i1.1186

Abstract

Skincare men are products that can help treat or protect men's skin. This paper aims to analyze the product guarana & coffee energizing moisturizer skincare men from an Islamic perspective and provide a view using the maqoshid sharia perspective. This might describe and divide the maqoshid perspective into five categories, they are religion, self, intellect, family and wealth. A qualitative approach with content analysis was used in this study to analyze the connectivity between guarana & coffee energizing moisturizer skincare men and maqoshid products. The results of this study try to describe men's skin care into five maqoshid namely religion, soul, mind, lineage and property as products that bring maslahah. Skincare that contains skincare harm that is suitable for our skin and can overcome our skin problems.
Co-Authors Ambar Lukitaningsih Deshilma, Ayufa Muinah Fadhilah, Muinah