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All Journal Akuntansi Bisnis & Manajemen (ABM) Electronic Journal of Education, Social Economics and Technology
Auriza, Moh. Zeylo
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Meningkatkan Loyalitas Merek Ramah Lingkungan: Peran Konsep Diri, Altruisme, dan Pengetahuan (Enhancing Green Brand Loyalty: The Role of Self-Concept, Altruism, and Knowledge) Putra, Setiawan Mandala; Farid, Farid; Auriza, Moh. Zeylo
Akutansi Bisnis & Manajemen ( ABM ) Vol 32 No 1 (2025): April
Publisher : STIE Malangkucecwara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35606/jabm.v32i1.1556

Abstract

This study aims to investigate the influence of green self-concept, altruism, and environmental knowledge on the green pruchase intention and their influence on green brand loyalty. The research uses a quantitative approach and polls 150 customers in Palu, Indonesia, who are all college educated. Online and offline questionnaires were used to gather data, which was then analyzed using Partial Least Square (PLS) to determine the correlations between variables. The findings show that environmental awareness, green self-concept, and altruism are major factors in determining green purchase intention and green brand loyalty. In addition, the link between internal characteristics. The significance of psychological and knowledge-based elements in influencing customer behavior toward eco-friendly goods is emphasized by these studies. This study contributes to the existing literature, concepts from psychology, such as altruism, self-concept, and environmental knowledge can be applied in a marketing context to influence green consumer behavior.
PRODUCT DIVERSITY: KEY TO PURCHASE DECISION AND SATISFACTION AT BINTANG COFFEE AND RESTAURANT, MOROWALI DISTRICT Lestari, Riska Nining; Auriza, Moh. Zeylo; Zahara, Zakiyah
Electronic Journal of Education, Social Economics and Technology Vol 6, No 1 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i1.884

Abstract

This study aims to determine the effect of product diversity on customer satisfaction through purchasing decisions at Bintang Coffee and Restaurant in Morowali Regency. This study uses a quantitative approach with Structural Equation Modeling (SEM) analysis techniques based on SmartPLS. The research sample consisted of 150 respondents. The results of the study indicate that product diversity has a significant effect on purchasing decisions and customer satisfaction, and purchasing decisions act as a mediator in the relationship. These findings reinforce the importance of managing product variety to improve customer satisfaction in the local restaurant sector.
Co-Authors Farid Farid, Farid Lestari, Riska Nining Setiawan Mandala Putra Zakiyah Zahara