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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Journal of Business Innovation and Research
Khiswari, Zain
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Consumer Attitudes Towards Green Products: Exploration of the Role of Functional Values, Emotional Values, and Subjective Norms Rahayu, Sri; Khiswari, Zain
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7 No 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i4.11905

Abstract

Increasing public awareness and concern for environmental preservation has a positive impact on the development of green marketing. This research aims to analyze the influence of functional value and emotional value on consumer attitudes. This research approach uses quantitative research. The population and sample of this research are consumers who have purchased green tissue products. The sampling technique uses Purposive Sampling. This research data comes from primary data. Data collection techniques through surveys, by distributing questionnaires to target research respondents. Research data was processed using PLS SEM software. The results of this research prove that functional value has succeeded in increasing consumer attitudes towards green products. On the other hand, emotional value cannot improve consumer attitudes. This research also shows that subject norms are proven to be unable to play a moderating role in the influence of functional values and emotional values on consumer attitudes. It is hoped that this research will be useful in helping researchers and marketers understand the influence of values on consumers' attitudes towards green products. Keywords: Consumer attitudes, Functional Value, Emotional Value, Subjective Norms, Green marketing
The influence of product quality, service, word of mouth (WOM) and price on consumer loyalty Novitasari, Evi; Wulandari, Wulandari; Khiswari, Zain; Halimah, Siti Nur
Journal of Business Innovation and Research Vol. 2 No. 2 (2023): JOURNAL OF BUSINESS INNOVATION AND RESEARCH
Publisher : UPN Veteran Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jubir.v2i2.9907

Abstract

The This study aims to determine the effect of product quality, service, Word of Mouth (WOM) , price , simultaneously on consumer loyalty . The population in this study were consumers of the Sulistio Rahayu Shop in East Sukadana Village, Sukadana District, East Lampung Regency, Lampung who had bought gamis products at the Sulistio Rahayu Shop more than twice. This research is homogeneous, where the entire population has the same opportunities for consumer loyalty . The design used in this study is a causal research design. The research method used is a qualitative research method based on post-positivism philosophy. This research uses the Cronbach's Alpha reliability test technique. The data that has been collected is processed in the form of numbers and analyzed quantitatively by testing the hypothesis with the analytical model used, namely the SPSS Statistics 26 software . The results of the statistical software data processing analysis show R 2 of 0.823 meaning that there is an influence of product quality, service, word of mouth (wom) and price on consumer loyalty at Sulistio Rahayu Stores of 82.3%, the rest is influenced by other factors. The alternative hypothesis Ha is accepted and Ho is rejected, meaning that the value of product quality is 0.055 so there is no positive and insignificant effect between product quality and consumer loyalty at Sulistio Rahayu Stores. Furthermore, the service value is 0.118, the value of word of mouth (wom) and the price value is 0.526 so that it can be said that there is a positive and significant influence between service, word of mouth (wom) and price on consumer loyalty at Sulistio Rahayu Stores.
Co-Authors Halimah, Siti Nur Novitasari, Evi SRI RAHAYU Wulandari Wulandari