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All Journal JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM
Anggreni, I Dewa Ayu Wulan
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Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF GREEN MARKETING AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR COCONUT SHELL CRAFTS AT YANDE BATOK UMKM IN KLUNGKUNG REGENCY Anggreni, I Dewa Ayu Wulan
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 11 No 1 (2025): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnal_mbe.v11i1.1441

Abstract

In the modern business world, environmentally conscious marketing is becoming increasingly popular. There are various ways to implement environmentally focused marketing strategies, such as using recycled materials as raw materials for production and using eco-friendly packaging. Additionally, companies can engage in social activities or donations that aim to preserve the environment. This study aims to determine the partial and simultaneous effects of green marketing and product quality on the purchasing decisions of coconut shell craft products in the Yande Batok MSMEs (Micro, Small, and Medium Enterprises) in Klungkung Regency. Data were collected through the distribution of questionnaires to respondents aged 17 years and above who have purchased Yande Batok products, totaling 160 respondents. The data were processed and analyzed using multiple linear regression. The results of the study indicate that both Green Marketing and Product Quality, simultaneously, have a significant positive influence on the Purchasing Decisions of Yande Batok MSMEs in Klungkung Regency. Green Marketing, partially, has a positive and significant impact on the Purchasing Decisions of Yande Batok MSMEs in Klungkung Regency. Product Quality, partially, also has a positive and significant impact on the Purchasing Decisions of Yande Batok MSMEs in Klungkung Regency
PENGARUH BRAND IMAGE, ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPERCAYAAN KONSUMEN PADA SHOPEE DI DESA TEGAL TUGUKECAMATAN GIANYAR Anggreni, I Dewa Ayu Wulan; Wijaya, Bagus Arya; Diatmika, I Kadek Dwi; Rizkianti, Anggun Wida
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 10 No 1 (2024): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnal_mbe.v10i1.1278

Abstract

The study's objectives were to ascertain if brand image, online customer reviews, and online customer ratings had a concurrent, partial, and substantial impact on consumer trust in Shopee in Tegal Tugu Village, Gianyar District. By establishing criteria, such as customers who reside in the Tegal Tugu Village area of Gianyar District, have the Shopee application, have transacted using Shopee more than once, and are above the age of 17, the purposive sampling approach was used to calculate the number of samples from 97 consumers. The traditional assumption test, multiple linear regression analysis, determination analysis, F-test analysis, and t-test analysis were all used to examine the data. The findings demonstrated that there was either a simultaneous or partial positive and substantial impact.
Co-Authors Diatmika, I Kadek Dwi Rizkianti, Anggun Wida Wijaya, Bagus Arya