Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Ranah Research : Journal of Multidisciplinary Research and Development Journal of Business Inflation Management and Accounting
Telah, Nola Christiane
Unknown Affiliation
Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Citra Perusahaan yang Memediasi Pengaruh Green Marketing dan Digital Sustainability Terhadap Green Consumer Decision pada Jasa Pelayanan di PT Pos Indonesia (Persero) Telah, Nola Christiane; Pradiani, Theresia; Ruspitasari, Widi Dewi
Ranah Research : Journal of Multidisciplinary Research and Development Vol. 7 No. 6 (2025): Ranah Research : Journal Of Multidisciplinary Research and Development
Publisher : Dinasti Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/rrj.v7i6.1820

Abstract

In recent years, environmental issues and sustainability have become major considerations in consumer decision-making, particularly in the service sector. This study aims to examine the influence of green marketing and digital sustainability on green consumer decision, with corporate image acting as a mediating variable. The object of this research is PT Pos Indonesia (Persero) Denpasar Branch, a state-owned enterprise undergoing a transformation toward environmentally friendly operations through various initiatives, such as the use of electric vehicles, service digitalization, and paper reduction. The study employs a quantitative approach with an explanatory research design. Data were collected from 84 respondents who are customers of PT Pos Indonesia Denpasar Branch and met specific criteria, such as environmental awareness and usage of the company’s digital services. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of SmartPLS software. The results indicate that both green marketing and digital sustainability have a significant positive effect on corporate image. Furthermore, corporate image significantly influences green consumer decisions. Corporate image is also proven to mediate the relationship between green marketing and digital sustainability with green consumer decision. These findings suggest that a positive corporate image strengthens the effectiveness of sustainable marketing strategies and digital initiatives in shaping consumer decisions. The practical implication of this study highlights the importance of integrating sustainability principles into marketing and digital strategies to build consumer trust, loyalty, and preference. Academically, this study also fills a gap in the literature regarding the simultaneous influence of green marketing and digital sustainability within the context of service companies in developing countries.
Analisis Pengaruh Green Marketing dan Digital Sustainabilty yang di Mediasi oleh Citra Perusahaan Terhadap Green Consumer Decision Menggunakan Jasa Pelayanan di PT Pos Indonesia (Persero) Cabang Denpasar Telah, Nola Christiane; Pradiani, Theresia; Ruspitasari, Widi Dewi
Journal of Business Inflation Management and Accounting Vol 2, No 2 (2025): Juli 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/bima.v2i2.6807

Abstract

Peningkatan kesadaran masyarakat terhadap isu lingkungan dan keberlanjutan telah mendorong banyak perusahaan, termasuk di sektor jasa pengiriman, untuk menerapkan strategi ramah lingkungan seperti green marketing dan digital sustainability. PT Pos Indonesia (Persero) Cabang Denpasar merupakan salah satu cabang yang telah mengimplementasikan strategi tersebut melalui layanan e-Consignment Note (e-CN), penggunaan kendaraan listrik, serta penyediaan layanan digital melalui aplikasi PosAja. Strategi ini diharapkan tidak hanya mendukung efisiensi operasional tetapi juga memperkuat citra perusahaan di mata konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dan digital sustainability terhadap keputusan konsumen dalam memilih layanan jasa pengiriman (green consumer decision), dengan citra perusahaan sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 84 responden yang merupakan pengguna jasa PT Pos Indonesia Cabang Denpasar. Pengumpulan data dilakukan melalui kuesioner dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa: (1) Green marketing berpengaruh positif dan signifikan terhadap citra perusahaan; (2) Digital sustainability berpengaruh positif dan signifikan terhadap citra perusahaan; (3) Green marketing berpengaruh positif terhadap green consumer decision; (4) Digital sustainability berpengaruh positif terhadap green consumer decision; (5) Citra perusahaan berpengaruh positif terhadap green consumer decision; (6) Citra perusahaan memediasi pengaruh green marketing terhadap green consumer decision; dan (7) Citra perusahaan memediasi pengaruh digital sustainability terhadap green consumer decision. Temuan ini menunjukkan bahwa penerapan strategi keberlanjutan yang konsisten tidak hanya berdampak pada persepsi publik terhadap perusahaan, tetapi juga secara nyata mempengaruhi keputusan konsumen dalam memilih layanan yang dinilai ramah lingkungan. Penelitian ini memberikan kontribusi penting bagi PT Pos Indonesia dalam membangun strategi pemasaran berbasis keberlanjutan di era digital yang semakin kompetitif.
Co-Authors Ruspitasari, Widi Dewi Theresia Pradiani