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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Ilmu Multidisplin
Eriklex Donald
Universitas Dian Nusantara, Jakarta, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The Influence of Green Marketing on Purchase Intention of Eco-Friendly Household Products: The Mediating Role of Consumer Rights Awareness Muhamad Al Faruq Abdullah; Eriklex Donald
Jurnal Ilmu Multidisiplin Vol. 4 No. 3 (2025): Jurnal Ilmu Multidisplin (Agustus - September 2025)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jim.v4i3.1153

Abstract

This study aims to examine the influence of green marketing on consumers' purchase intention of eco-friendly household products, with consumer rights awareness as a mediating variable. Using a quantitative approach, data were collected through an online survey of 100 respondents aged 18–35 who are aware of sustainable products. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that green marketing has a significant and positive effect on both consumer rights awareness (? = 0.834; p < 0.001) and purchase intention (? = 0.541; p < 0.001). Additionally, consumer rights awareness has a positive influence on purchase intention (? = 0.355; p = 0.003) and significantly mediates the relationship between green marketing and purchase intention (? = 0.296; p = 0.006). These findings highlight the dual function of green marketing as both an informative and empowering tool in sustainable consumption. The study contributes to the understanding of how ethical communication strategies can enhance behavioral outcomes and provides practical implications for businesses aiming to increase market adoption of environmentally friendly products.
The Role of Product Innovation in Enhancing the Competitiveness of Fish Processing SMEs in the IKM Center of Tarakan Eriklex Donald; Muhamad Al Faruq Abdullah
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 4 (2025): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i4.4370

Abstract

This research is titled "The Role of Product Innovation in Enhancing the Competitiveness of Fish Processing SMEs in the IKM Center of Tarakan." The objective of this study is to analyze the impact of product innovation on the competitiveness of Small and Medium Enterprises (SMEs) in the fish processing sector at the IKM Center of Tarakan. The method used is a quantitative approach involving 50 SMEs registered in the IKM development program, utilizing purposive sampling technique. The independent variable in this study is product innovation, while the mediating variable is service quality, and the dependent variable is the competitiveness of SMEs. Data analysis was conducted using the SEMPLS method with SmartPLS 3 software. The results indicate that product innovation has a positive and significant effect on service quality and the competitiveness of SMEs. These findings suggest that enhancing product innovation can improve service quality, which in turn contributes to increasing the competitiveness of SMEs in the market. This study provides important insights for SME practitioners and stakeholders in formulating effective strategies to enhance competitiveness through product innovation.
Co-Authors Abdullah, Muhamad Al Faruq