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All Journal International Journal of Education, Social Studies, And Management (IJESSM) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Asnawati Asnawati
Universitas Mulawarman, Indonesia
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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The Influence of Youtube Beauty Vloggers on Cosmetic Consumer Decisions with User Generated Content as A Moderating Variable Anggi Oktawiranti; Raditya Suksmaneng Daru; Gusti Noorlitaria Achmad; Asnawati Asnawati; Saida Zainurossalamia ZA
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 11 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i11.10269

Abstract

This research is a quantitative study with an explanatory approach, an approach that places previous research as a mainstay for creating, modifying, and proving the hypotheses in this article. The data used in this study is primary data obtained by the researcher from one hundred and fifty consumers of Athena and MAXI cosmetics spread throughout Indonesia. The data obtained was analyzed using the smart PLS 4.0 analysis tool. The conclusion in this article show that the hypothesis that the researcher formulated in this article, namely the YouTube Beauty Vlogger variable can have a positive relationship direction and a significant influence on Cosmetic Consumer Decisions and the User Generated Content variable can also moderate the influence of the YouTube Beauty Vlogger variable on Cosmetic Consumer Decisions. From the first row above, it shows that the first hypothesis in this article can be accepted because the P-Values ​​value is positive and is below the 0.05 significance level, namely 0.014. These results indicate that YouTube Beauty Vlogger can make products more famous, wider market share, and increasing demand for cosmetic products. In addition, the second hypothesis in this article can also be accepted because the same thing is the P-Values ​​value is positive and below the 0.05 significance level. Thus, it can be concluded that the first and second hypotheses in this article can be accepted and proven.
Analysis of Effective Marketing Strategies for Environmentally Friendly Products Tengku Kespandiar; Luh Komang Candra Dewi; Agus Nurofik; Heny Hidayati; Asnawati Asnawati
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.961

Abstract

Companies that develop environmentally friendly products are closely connected to product development theory, which positions product development as a growth strategy through modified or new offerings for a defined target market. Product development applies to physical products and focuses on transforming initial ideas into more effective and competitive products. In parallel, marketing strategy functions as a planned effort to implement and control activities that influence market exchanges in order to achieve organizational objectives. A key stage in marketing strategy design is the marketing mix, which includes product, price, place, and promotion. This study aims to understand and analyze effective marketing strategies for environmentally friendly products. Using a narrative approach, the study synthesizes insights from relevant secondary sources to explain the relationship between green products and strategic marketing practices. The results indicate that effective marketing strategies for environmentally friendly products include highlighting sustainability values in branding, educating consumers about environmental and functional benefits, leveraging social media for green campaigns, collaborating with environmental influencers, and strengthening credibility through green certification and clear eco-labeling. These strategies help increase consumer trust and improve market acceptance of environmentally friendly products.
Co-Authors Agus Nurofik Anggi Oktawiranti Gusti Noorlitaria Achmad Heny Hidayati Kespandiar, Tengku Luh Komang Candra Dewi Raditya Suksmaneng Daru Saida Zainurossalamia ZA