Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
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This Author published in this journals
All Journal International Journal of Economics, Business and Innovation Research
Dorothy Rouly H. Pandjaitan
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence Of Brand Positioning, Product Knowledge And Attitude On Green Product Purchase Intention Of Sensatia Botanicals Nadia Ayu Wulandari; Dorothy Rouly H. Pandjaitan; Roslina
International Journal of Economics, Business and Innovation Research Vol. 4 No. 06 (2025): October- November, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v4i06.2348

Abstract

The escalating environmental crisis has driven a shift in consumer behavior towards eco-friendly products. Brands may perceive openings in the market, yet contradictions across prior scholarly outputs indicate unresolved ambiguity regarding what directs purchasing choices. This investigation intends to dissect how ecological brand positioning, comprehension of such brands, and disposition toward them interact to form the intention to acquire Sensatia Botanicals’ green-labeled commodities. Information was secured from 300 selected participants through purposive criteria and assessed via LISREL. The observed empirical outcomes demonstrate that positioning, knowledge, and attitudinal alignment with green brands all exert statistically significant positive impacts on the intention to procure environmentally branded goods. These results imply that companies should add strategies to communicate eco-friendly products effectively and efficiently by using social media influencers and digital media advertising. The communication strategy needs to highlight product quality and ethical production to justify premium pricing. Increased accessibility is key by expanding distribution through retail stores and e-commerce platforms. Additionally, companies must proactively build confidence in product performance with evidence-based marketing and authentic reviews.
Impact Of Electronic Word Of Mouth On Purchase Intention Of Skintific Products Via Tiktok Muhammad Ibnoe Nugraha; Satria Bangsawan; Dorothy Rouly H. Pandjaitan
International Journal of Economics, Business and Innovation Research Vol. 4 No. 06 (2025): October- November, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v4i06.2354

Abstract

This study aims to examine the influence of electronic word of mouth (eWOM) on purchase intention toward Skintific products on the TikTok platform. The primary objective is to analyze how consumer perceptions of information quality, information quantity, and information adoption derived from TikTok content can shape their intention to purchase skincare products. This research employs a quantitative method with a survey-based approach, using a structured questionnaire as the instrument for data collection. The questionnaire was distributed to TikTok users who had viewed or been exposed to Skintific-related content. The data were analyzed using multiple linear regression. The findings reveal that information adoption has a significant positive effect on purchase intention, whereas information quantity does not significantly influence perceived information usefulness. These results suggest that the relevance, usefulness, and credibility of information are more critical than its sheer volume in influencing consumer decision-making. Moreover, the process by which users adopt information from TikTok plays a central role in shaping favorable perceptions that ultimately lead to purchase intention.
Co-Authors Muhammad Ibnoe Nugraha Nadia Ayu Wulandari Roslina Satria Bangsawan