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All Journal Bisma: Jurnal Bisnis dan Manajemen Journal of Management and Entrepreneurship Research Proceeding National Conference Business, Management, and Accounting (NCBMA) Economics, Business, Accounting & Society Review Proceeding of International Conference on Entrepreneurship (IConEnt) Business Innovation Management and Entrepreneurship Journal
Tania Monica Potu
Universitas Pelita Harapan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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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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Abstract

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.
GREEN ON SCREEN, VALUE IN WALLET: HOW INSTAGRAM DRIVES SUSTAINABLE CONSUMPTION BEHAVIOR Potu, Tania Monica
Bisma: Jurnal Bisnis dan Manajemen Vol. 19 No. 1 (2025)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/bisma.v19i1.53701

Abstract

Social media serves as an important marketing tool in shaping consumer perceptions of sustainable product quality. This study aims to analyze how factors in social media marketing efforts—namely entertainment, interaction, customization, and electronic Word of Mouth—affect Green Perceived Quality and its impact on Willingness to Pay Premium Price. This research focuses on @thebodyshopindo Instagram account, which actively and transparently educates consumers about sustainability and environmentally friendly products. This research model develops five main hypotheses. H1, H2, H3, H4 examined the influence of each variable of social media marketing—entertainment, interaction, customization, and electronic Word of Mouth—on Green Perceived Quality. Furthermore, H5 evaluates whether Green Perceived Quality has a significant effect on Willingness to Pay Price Premium. The research method uses a quantitative approach (survey) that targets Body Shop product customers in Surabaya and have purchased the products. The collected data were analyzed using SPSS 22. The findings of this study are expected to provide insight into the effectiveness of social media marketing, especially entertainment, interaction, and customization, moreover electronic Word of Mouth in shaping green perceived quality and encouraging willingness to pay premium price.
More Than Just Water: The Role of CSR in Building Trust in Short and Long Term Toward AQUA in Surabaya Potu, Tania Monica; Liao, Yi-Chuan; Gunawan, Hananiel Mennoverdi; Siahaya, Janice Carysa
Economics, Business, Accounting & Society Review Vol. 4 No. 3 (2025): Economics, Business, Accounting & Society Review
Publisher : International Ecsis Association

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55980/ebasr.v4i3.245

Abstract

Corporate Social Responsibility (CSR) has evolved from a peripheral activity into a strategic component of sustainable business management, particularly in industries where consumer values are closely tied to ethical and environmental considerations. In Indonesia’s bottled water sector, CSR initiatives are increasingly recognized as instruments for building consumer trust and strengthening long-term brand relationships. This study aims to examine how CSR influences short-term and long-term consumer responses—specifically purchase intention and client loyalty—through the mediating role of brand trust. It further seeks to identify which CSR dimensions most effectively drive consumer trust and sustained behavioral engagement. A quantitative research design was employed using purposive sampling among 100 AQUA consumers in Surabaya. Data were collected through structured Likert-scale questionnaires and analyzed using SPSS version 22, including validity, reliability, and regression analyses to test the causal relationships among CSR, brand trust, buying intention, and loyalty. The results reveal that CSR exerts a significant positive impact on brand trust (β = 0.605), which subsequently influences both short-term purchasing intentions (β = 0.480) and long-term loyalty (β = 0.855). While CSR’s direct impact on immediate purchasing behavior is moderate, its influence on sustained loyalty is substantial. Theoretically, this research advances CSR literature by distinguishing temporal effects on consumer behavior. Practically, it underscores CSR’s strategic potential as a brand differentiation mechanism that fosters trust, loyalty, and emotional connection in competitive markets.
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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Abstract

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.
CSR Feels Good, But Does It Work? From Affective Brand Image to Customer Loyalty Potu, Tania Monica; Banda, Hope Wilfred; Siahaya, Janice Carysa
Business Innovation Management and Entrepreneurship Journal Vol. 5 No. 01 (2026): APRIL
Publisher : University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/bimantara.v5i01.44404

Abstract

This study examines how Corporate Social Responsibility (CSR) influences customer satisfaction and customer loyalty through the mediating role of emotional brand image, addressing a short- and long-term perspectives in the fast-food industry. A hundred respondents from Jakarta who are familiar with CSR activities participated in a quantitative survey, and SPSS was used to analyze the results. The results show that CSR significantly improves emotional brand image (β = 0.668; sig = 0.000; Adj R² = 0.440), explaining 44% of the variation in brand image. However, consumer satisfaction is not substantially impacted by affective brand image (β = 0.127; sig = 0.111), indicating that short-term contentment cannot be driven only by emotional views. Conversely, consumer loyalty is strongly influenced by customer satisfaction (β = 0.477; sig = 0.000; Adj R² = 0.594), highlighting its importance for long-term outcomes. The study concludes that while CSR effectively builds emotional brand perceptions, companies must align these with actual service and product quality to achieve sustainable satisfaction and loyalty.
CSR SAMPAI “I’M LOVIN’ IT”: MEMBANGUN KEPUASAN PELANGGAN MELALUI CITRA MEREK AFEKTIF DI INDUSTRI FAST FOOD Tania Monica Potu; Yanuar Dananjaya; Hananiel Mennoverdi Gunawan
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

The purpose of this study is to investigate how brand image mediates the relationship between CSR and customer satisfaction, with a focus on the emotive dimension. Economic, social, and environmental dimensions make up the multifaceted idea of Corporate Social Responsibility (CSR). This study uses a survey method and a quantitative approach, focusing on consumers who have purchased products from McDonald’s and are aware of its CSR initiatives. Structured questionnaires will be used to gather data, and the Statistical Package for Social Sciences (SPSS) will be used for analysis. The suggested correlations between the variables will be investigated using multiple regression analysis and mediation testing. The purpose of this study is to determine if CSR has a substantial impact on customer satisfaction and affective brand image, as well as to evaluate the mediating function of affective brand image in this connection. Additionally, it looks at how emotional brand impressions are impacted by the economic, social, and environmental CSR components. This study is new since it only examines the emotive aspect of brand image as a mediating variable, leaving out the functional aspect, which has been extensively studied in earlier research. Furthermore, a better understanding of how CSR activities affect consumer satisfaction and emotional brand perceptions in the fast-food business may be gained by applying a three-level CSR framework: economic, social, and environmental.
BEYOND THE GREEN HORIZON: UNPACKING THE IMPACT OF REGENERATIVE HRM ON SUSTAINABLE EMPLOYABILITY IN THE DIGITAL TRANSFORMATION ERA Priskilla E.E. Napitupulu; Janice Carysa Siahaya; Tania Monica Potu
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Purpose, This research addresses the critical structural paradox of digital transformation within the contemporary labor market by investigating the impact of Regenerative Human Resource Management (HRM) on Sustainable Employability. Amidst the high-pressure digital pivoting of the financial sector in Surabaya, Indonesia, this study examines how restorative organizational practices influence long-term career vitality through the mediating role of Affective Commitment and the moderating influence of Digital Mindset. Design/methodology/approach, A quantitative-explanatory research design was employed, utilizing a self-administered survey to collect primary data from 128 permanent employees at Bank X Surabaya. The research framework was analyzed using PLS-SEM via SmartPLS 4.0. Findings, The empirical results reveal a significant paradoxical finding where Regenerative HRM does not directly impact Sustainable Employability. Instead, the relationship is characterized by full mediation through Affective Commitment. This indicates that restorative practices only enhance career longevity when they successfully foster deep emotional identification with the organization. Furthermore, Digital Mindset was found to be an insignificant moderator, suggesting that psychological and emotional bonds are more critical than cognitive-technological orientations in ensuring human capital sustainability amidst aggressive digitalization. Originality,This study contributes to the emerging discourse on regenerative economics by shifting the strategic focus from resource utilization to active human restoration. By identifying a full mediation mechanism, this research establishes a novel framework for sustainable human capital management in emerging economies, asserting that technological excellence must be achieved in tandem with the proactive replenishment of human energy and emotional trust.
Co-Authors Banda, Hope Wilfred Gunawan, Hananiel Mennoverdi Hananiel Mennoverdi Gunawan Hananiel Mennoverdi Gunawan Hope Wilfred Banda Janice Carysa Siahaya Janice Carysa Siahaya Janice Carysa Siahaya Junika Halawa Liao, Yi-Chuan Priskilla E.E. Napitupulu Priskilla E.E. Napitupulu Priskilla E.E. Napitupulu Siahaya, Janice Carysa Yanuar Dananjaya Yanuar Dananjaya