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All Journal JAM : Jurnal Aplikasi Manajemen
Tsai, Chia Han
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Decision Sciences, Operations Research & Management

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NEGATIVE MARKETING IN THE COSMETICS INDUSTRY: THE EFFECT OF GREENWASHING PERCEPTIONS ON PURCHASE INTENTION THROUGH BRAND IMAGE Utami, Christina Whidya; Teofilus, Teofilus; Somawiharja, Yohannes; Tanan, Antonius; Salsabila, Aisyah; Emantyo, Yosef Evandro; Tsai, Chia Han
Jurnal Aplikasi Manajemen Vol. 20 No. 3 (2022)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2022.020.03.19

Abstract

With the rise of the sustainable lifestyle movement, the Javanese people are becoming more aware of the need to buy environmentally friendly products, especially cosmetics. The facts in the field show that the company's marketing practices do not support the growing trend of buying eco-friendly cosmetics or the number of people who buy them. This study aimed to determine how consumers' views about greenwashing affect the purchase intention for environmentally friendly cosmetics in the Java Island region, with the brand image as a moderator. The methodology of this research is a combination of a descriptive method and a quantitative method. A descriptive technique and a quantitative approach are used to study the relationship and effect of one variable on another. The sampling technique in this study is non-probability sampling with a purposive sampling type. The sample in this study amounted to 110 respondents, and the data analysis used the SPSS program. The results showed that Greenwashing significantly affected the brand image but did not affect the purchase intention, and the brand image did not affect the purchase intention. Moreover, the total effect showed that greenwashing did not affect the purchase intention through the brand image. So this research concludes that a greenwashing phenomenon can easily produce brand image.
THE IMPACT OF CONSUMER DECISIONS IN PURCHASING FOODS BASED ON PRICE, PRODUCT DESIGN, LOCATION, AND STORE ATMOSPHERE Hendarto, Totok; Ermaini, Ermaini; Fatmawati, Endang; Ismanto, Widodo; Wibowo, Teguh Setiawan; Tsai, Chia Han
Jurnal Aplikasi Manajemen Vol. 21 No. 2 (2023)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2023.021.02.02

Abstract

In the world of business competition, entrepreneurs are demanded to be able to respond and act quickly to face increasingly fierce business competition within the scope of one location. Entrepreneurs are expected to be able to compete healthily and competitively to create the most exciting innovations to maintain their loyalty. Each entrepreneur will make every effort to influence the buyer's decision by consumers so that they are interested in the products they market. This explanatory research uses primary data collected from respondents to be processed through SPSS, data and statistical application. In this study, the objects are the relationship between price, product design, location, store atmosphere, and consumer decisions. The subject of this research is a Culinary Cafe located in Malang City. The sampling technique used is purposive sampling, and the sample obtained is 100 respondents. The data analysis used is descriptive statistics, and multiple regression is used to test the hypothesis in this study. The results show that the variables of price, product design, and location significantly affect purchase decisions, while store atmosphere has no significant effect on purchase decisions. And from the simultaneous test results, the four independent variables together affect purchase decisions at Culinary Cafes in Malang City. Companies can use the implications of this research to make decisions to attract consumers to make purchases.
Co-Authors Antonius Tanan Christina Whidya Utami Emantyo, Yosef Evandro Endang Fatmawati Irmanelly, Irmanelly Ismanto, Widodo Salsabila, Aisyah Somawiharja, Yohannes Teofilus Teofilus, Teofilus Totok Hendarto Wibowo, Teguh Setiawan