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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Meivianto, Muhammad Tajuddin
Unknown Affiliation
Decision Sciences, Operations Research & Management

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GREEN PRACTICES: UPAYA MENINGKATKAN KEUNGGULAN BERSAING DAN KINERJA BISNIS PADA INDUSTRI KULINER LOKAL DI KOTA MALANG Pradana, Bayu Ilham; Putri, Atikah Nur Aini; Meivianto, Muhammad Tajuddin
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 3 (2024): JMBI UNSRAT Volume 11 Nomor 3
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i3.58833

Abstract

The increasing awareness of environmental sustainability has encouraged the F&B industry to increasingly adopt environmental conservation practices. This study examines the influence of green practices on business performance with competitive advantages as a mediator in the F&B industry. The prediction model was tested using the PLS-SEM analysis technique. The results show that green practices have a significant effect on business performance, green practices have a significant effect on competitive advantage, and competitive advantage has a significant effect on business performance. The study found that having a competitive edge partly helped improve business performance through green practices. Implementing green practices can increase the competitiveness of local culinary businesses and will ultimately impact on improving business performance.
The Influence of Green Product and Green Promotion on Purchase Intention: The Mediating Role of Green Brand Image Meivianto, Muhammad Tajuddin; Pradana, Bayu Ilham
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.03

Abstract

Purpose – This study aims to examine the effects of green products and green promotion on consumers' purchase intention, with green brand image serving as a mediating variable, in the context of Fore Coffee in Malang City.   Design/methodology/approach – This study employs a quantitative research approach. The population consists of individuals residing in Malang City who are familiar with Fore Coffee. Using a non-probability sampling method with a purposive sampling technique, data were collected from 138 respondents. The proposed research model was analyzed using Partial Least Squares (PLS) to examine both the direct and indirect relationships among the variables.   Findings – The results reveal that green products do not have a significant direct effect on purchase intention, whereas green promotion and green brand image positively and significantly influence purchase intention. In addition, both green products and green promotion significantly enhance green brand image. The mediation analysis indicates that green brand image fully mediates the relationship between green products and purchase intention and partially mediates the relationship between green promotion and purchase intention.   Originality/value – This study contributes to the green marketing literature by demonstrating the mediating role of green brand image in explaining how green products and green promotion influence purchase intention. The findings provide practical insights for coffee shop businesses in developing effective sustainability-oriented marketing strategies that strengthen brand image and encourage consumer purchasing behavior.
Co-Authors Bayu Ilham Pradana Putri, Atikah Nur Aini