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All Journal Bisma: Jurnal Bisnis dan Manajemen Economics, Business, Accounting & Society Review Business Innovation Management and Entrepreneurship Journal
Potu, Tania Monica
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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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.
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.
Co-Authors Banda, Hope Wilfred Gunawan, Hananiel Mennoverdi Liao, Yi-Chuan Siahaya, Janice Carysa