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Azzahra, Shafira Azzahra
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Green Marketing’s Influence on Purchase Decisions: Leveraging Social Media Marketing and Product Uniqueness: Green Marketing’s Influence on Purchase Decisions: Leveraging Social Media Marketing and Product Uniqueness Azzahra, Shafira Azzahra; Roosdhani , Mohamad Rifqy
Jurnal Economic Resource Vol. 8 No. 1 (2025): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i1.1260

Abstract

In the modern era, increasing environmental concerns have driven a rising trend in green marketing, including the development of eco-friendly products. This study seeks to investigate the direct impact of environmentally friendly marketing on consumer purchasing decisions, considering the role of social media marketing and product uniqueness. Data for this research the data was gathered via survey responses distributed to customers of Kedai My Fodee. The study adopted a non-probability sampling approach, specifically employing purposive sampling for participant selection. A total of 107 respondents took part in the survey. The collected The data were examined using Structural Equation Modeling (SEM) with Smart-PLS software, version 4.0. The findings show that social media marketing, green marketing and purchase decision are very important to increase purchase decision, because they have a direct effect. Therefore, companies that want to increase sales of their products can utilize social media marketing as a means to enhance consumer awareness of environmental issues, product uniqueness, and consumer trust in their brand.
Co-Authors Roosdhani , Mohamad Rifqy