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All Journal Management Studies and Entrepreneurship Journal (MSEJ) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
Basiya, Basiya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Green Brand Image Dan Social Influence Terhadap Green Purchase Intention Produk The Body Shop: Peran Mediasi Environmental Concern Tjahjaningsih, Endang; Rivai, Alimuddin Rizal; Basiya, Basiya; Puspitasari, Elen; Isnowati, Sri; Cahyani, Alya Takwarina
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.9535

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green brand image dan social influence terhadap green purchase intention produk The Body Shop dengan environmental concern sebagai mediasi. Populasi dalam penelitian ini adalah pelanggan produk The Body Shop di Kota Semarang. Penelitian ini melibatkan 150 responden konsumen menggunakan teknik purposive sampling dengan kriteria pernah menggunakan produk The Body Shop minimal 3 bulan terakhir.Teknik analisis data menggunakan uji instrument, uji model, uji regresi, serta uji sobel menggunakan software SPSS 25.0. Hasil penelitian menunjukkan bahwa green brand image dan social influence terhadap green purchase intention dan environmental concern berpengaruh terhadap green purchase intention. Environmental concern memediasi pengaruh green brand image terhadap green purchase intention serta environmental concern memediasi hubungan social influence terhadap green purchase intention.
Customer Satisfaction Memediasi Pengaruh Brand Image dan Perceive Value Terhadap Niat Beli Kembali (Studi Kasus Konsumen Vape di Kota Semarang) Saputra, Adhitya Bagus; Basiya, Basiya
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 11 No. 6 (2025): Desember 2025
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v11i6.5023

Abstract

The purpose of this study was to determine whether customer satisfaction mediates the influence of brand image and perceived value on consumer purchase intention. The method used in this study was quantitative, with primary data. Because the exact number of population members was unknown, the sample size was calculated using the Cochran formula, with a sample size of 96 people. The sampling technique used was purposive sampling. The data analysis technique used was the Sobel Test. The results of this study showed that brand image has a positive effect on customer satisfaction. Perceived value has a positive effect on customer satisfaction. Brand image has a positive effect on consumer purchase intention. Perceived value has a positive effect on consumer purchase intention. Customer satisfaction has a positive effect on consumer purchase intention. Customer satisfaction did not mediate the effect of brand image on consumer purchase intention. Customer satisfaction did mediate the effect of perceived value on consumer purchase intention.  
Co-Authors Alimuddin Rizal Cahyani, Alya Takwarina Elen Puspitasari Endang Tjahjaningsih Saputra, Adhitya Bagus Sri Isnowati