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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Proceeding of International Conference on Entrepreneurship (IConEnt)
Tania Monica Potu
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Economics, Econometrics & Finance Social Sciences

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CONSUMER WILLINGNESS TO PAY FOR SUSTAINABLE PRODUCTS Janice Carysa Siahaya; Tania Monica Potu; Yanuar Dananjaya
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

The growing awareness of sustainability among consumers in Indonesia has led to a significant shift in preferences towards more environmentally friendly products, particularly in the fashion industry. This shift has been particularly evident in the case of Sejauh Mata Memandang, a fashion brand committed to sustainability. However, despite the increasing awareness, there is limited research on how far consumers are willing to pay a premium for sustainable fashion products. This study aims to explore the factors that influence consumers' willingness to pay a premium price for sustainable fashion products, specifically focusing on Sejauh Mata Memandang. The factors examined include Environmental Awareness, Price, Product Quality, and Trendiness, with the goal of understanding how these elements contribute to Brand Image, and how Brand Image influences the willingness to pay a premium price. Using a quantitative approach, data was collected from 200 consumers who have purchased Sejauh Mata Memandang products. The findings reveal that Environmental Awareness, Price, and Product Quality have a significant effect on Brand Image, which, in turn, influences consumers' willingness to pay premium prices. However, Trendiness did not show a significant impact on Brand Image in the case of Sejauh Mata Memandang. This research contributes to the academic discussion on sustainable marketing and consumer behavior in emerging markets, offering valuable insights for brands and policymakers to develop more effective marketing strategies and sustainability-oriented policies.
DARI INSTAGRAM KEMUDIAN MEMBAYAR LEBIH: PERAN SOCIAL MEDIA MARKETING DALAM MENINGKATKAN GREEN PERCEIVED QUALITY DAN WILLINGNESS TO PAY PREMIUM PRICE DALAM MEREK BERKELANJUTAN DI SURABAYA Tania Monica Potu; Yanuar Dananjaya; Hananiel Mennoverdi Gunawan
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Media sosial, di era ini, berfungsi sebagai alat pemasaran yang penting dalam membentuk persepsi konsumen tentang kualitas produk yang berkelanjutan. Penelitian ini bertujuan untuk menganalisis bagaimana faktor-faktor dalam pemasaran media sosial—yaitu entertainment, interaction, dan customization—mempengaruhi green perceived quality dan dampaknya terhadap willingness to pay price premium. Penelitian ini berfokus pada akun Instagram @thebodyshopindo, yang secara aktif dan transparan mengedukasi konsumen tentang keberlanjutan dan produk ramah lingkungan. Model penelitian ini mengembangkan empat hipotesis utama. H1, H2, dan H3 memeriksa pengaruh masing-masing variabel dari social media marketing —entertainment, interaction, dan customization —terhadap green perceived quality. Selanjutnya, H4 mengevaluasi apakah green perceived quality berpengaruh signifikan terhadap willingness to pay price premium. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei yang menargetkan pelanggan produk Body Shop yang berdomisili di Surabaya dan pernah membeli produk melalui akun Instagram @thebodyshopindo. Data yang dikumpulkan dianalisis menggunakan SPSS 22 untuk menguji hubungan antar variabel. Temuan penelitian ini diharapkan dapat memberikan wawasan tentang efektivitas social media marketing, khususnya entertainment, interaction, dan customization dalam membentuk green perceived quality dan mendorong perilaku konsumsi berkelanjutan, seperti willingness to pay price premium.
GREEN HUMAN RESOURCE MANAGEMENT AND JOB PURSUIT INTENTION: MEDIATING ROLE OF CORPORATE SOCIAL RESPONSIBILITY AND ORGANIZATIONAL REPUTATION Priskilla E.E. Napitupulu; Janice Carysa Siahaya; Tania Monica Potu
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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This study investigates the influence of Green Human Resource Management (GHRM) on Corporate Social Responsibility (CSR), Organizational Readiness (OR), and Job Performance Improvement (JPI) within a sustainable organizational framework. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, data were collected from employees across various sectors to examine the direct and indirect relationships among the constructs. The findings reveal that GHRM significantly and positively affects both CSR and OR. While GHRM does not directly influence JPI, it enhances JPI through the mediating role of OR. Furthermore, the relationship between CSR and JPI was found to be statistically insignificant. These results suggest that fostering an environmentally responsible HRM approach not only supports broader corporate social goals but also enhances the organization’s readiness for change, which in turn leads to better job performance. The research contributes to the growing body of literature on sustainable HRM practices and offers practical implications for managers aiming to build resilient and high-performing organizations. Limitations include the study's cross-sectional design and the focus on a specific context, which may affect generalizability. Future research is encouraged to use longitudinal approaches and consider additional mediating factors to deepen the understanding of these dynamics in different industries and cultural settings.
Sustainability in a Water Bottle: CSR and Buying Intention of Le Minerale Tania Monica Potu; Janice Carysa Siahaya; Priskilla E.E. Napitupulu
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study investigates the influence of Corporate Social Responsibility (CSR) on competitive advantage (CA) and buying intention (BI) in the bottled water industry, focusing on Le Minerale in Surabaya, Indonesia. CSR is examined across four dimensions: legal and ethical responsibility, philanthropic and community services, respect for environment, and respect for customers. Using a quantitative approach with purposive sampling, 100 valid responses were collected from consumers-dominantly aged 17-25 who worked in private companies who purchased Le Minerale and are aware of its CSR activities. Data was analyzed through validity, reliability, normality, and regression tests using SPSS. The results reveal that CSR has a significant and positive effect on competitive advantage, explaining 74.5% of its variance. Furthermore, competitive advantage significantly influences buying intention, accounting for 52.3% of its variance. These findings suggest that CSR initiatives not only strengthen Le Minerale’s market positioning but also foster consumer trust, which eventually enhances buying intention. However, practical factors such as price and accessibility also shape purchasing decisions. The study highlights CSR as a strategic driver of sustainable competitiveness in a low-involvement market like bottled water.
Optimizing Smart Consumption and Green Financing Literacy Through Radio Talkshows Junika Halawa; Tania Monica Potu
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The implementation of Community Service (PKM) for the January 2025 period was carried out by a team from the Faculty of Economics and Business School UPH Surabaya Campus with partner Radio Sangkakala Surabaya. Therefore, Universitas Pelita Harapan Surabaya Campus collaborates with Radio Sangkakala Surabaya to be able to provide education to the community more broadly. This collaboration is built by presenting quality speakers from the Management Study Program and Accounting Study Program. Each speaker will present topics that are interesting and in accordance with current issues. Based on discussions regarding the needs of the community, this PKM is carried out by providing briefings to the community with 2 main themes on “Optimizing Smart Consumption" and Green Financing Literacy through Radio Talk Shows” which is a topic that is in demand and is being discussed. With the implementation of this interactive talk show, it is hoped that it can provide information and educational education for the wider community in the Surabaya area in terms of economics and business that can increase community knowledge and skills.
Co-Authors Hananiel Mennoverdi Gunawan Janice Carysa Siahaya Junika Halawa Priskilla E.E. Napitupulu Yanuar Dananjaya