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p-Index From 2020 - 2025
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All Journal Creative Research Management Journal Management Science Research Journal
Putri Wenang Lusianingrum, Farah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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PENGARUH PERSONAL BRANDING GREENFLUENCER TERHADAP GREEN PURCHASE BEHAVIOR DENGAN MEDIATOR GREEN TRUST Nur Bhakti Pertiwi, Widya; Putri Wenang Lusianingrum, Farah; Johan Widikusyanto, Muhammad; Wahyuni Purbohastuti, Arum
Creative Research Management Journal Vol 8 No 1 (2025): September
Publisher : Universitas Prof. Dr. Hazairin SH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32663/8tn7gj28

Abstract

This study aims to analyze the influence of greenfluencer personal branding on green purchase behaviour with green trust as a mediating variable. This research employs a quantitative approach using a survey method. A questionnaire was distributed to 100 respondents across five provinces on the island of Java. Data analysis was conducted using Structural Equation Modelling (SEM) with the AMOS 23 application. Personal branding has a positive effect on green trust. Green trust significantly influences green purchase behaviour. Personal branding does not have a direct effect on green purchase behaviour. Green trust fully mediates the influence of personal branding on green purchase behaviour. This study is limited to the geographic area of Java and the involvement of respondents who follow specific green influencers on Instagram. This research contributes to the fields of green marketing, consumer behaviour, and digital communication, particularly in building green trust through greenfluencer personal branding.
Marketing Strategy Local Product "Kue Bangkit Fafin" in Serang Nur Bhakti Pertiwi, Widya; Putri Wenang Lusianingrum, Farah; Johan Widikusyanto, Muhammad
Management Science Research Journal Vol. 3 No. 1 (2024): February 2024
Publisher : PT Larva Wijaya Penerbit

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Abstract

Marketing strategy moment This hold important role​ in reach objective A business . The purpose of study This that is For know marketing strategies What should​ carried out by entrepreneurs local product Kue Bangkit Fafin . Study This nature descriptive qualitative use SWOT analysis . Research result showing a better alternative marketing strategy​ carried out by the product local Kue Bangkit Fafin is diversification (quadrant II). A must strategy applied is use the power it has for utilise opportunity period long. Kue Bangkit Fafin should do innovation product , so own unique and visible different from competitor
Co-Authors Johan Widikusyanto, Muhammad Nur Bhakti Pertiwi, Widya Wahyuni Purbohastuti, Arum