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All Journal Jurnal Ekonomi dan Bisnis Jagaditha Journal of Ekonomics, Finance, and Management Studies
Ida Ayu Iswari Pidada
Faculty of Economics and Business, Universitas Pendidikan Nasional, Indonesia
Religion Economics, Econometrics & Finance

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Influence Green Product, Green Price and Green Promotion Against Consumer Purchase Intention with Brand Awareness As Moderation on Commonsense Market Ni Putu Crosita Vitri Ardiani; Ida Ayu Iswari Pidada
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 1 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i1.10841

Abstract

This study examines public awareness of environmental issues and the use of environmentally friendly products. Currently, companies selling environmentally friendly products still face challenges in attracting consumer purchasing interest. Therefore, this study aims to analyze the influence of Green Product, Green Price, and Green Promotion on Purchase Intention with Brand Awareness as a moderating variable in Commonsense Market consumers. This study uses a quantitative approach. Data collection was carried out by distributing online questionnaires to 170 Balinese people and the data obtained were analyzed using SEM-PLS. The results showed that Green Product, Green Price, and Green Promotion had a positive and significant effect on Purchase Intention, but Brand Awareness moderation produced mixed results with evidence that it strengthened the influence of Green Product on Purchase Intention, weakened the influence of Green Price on Purchase Intention, and theoretically was able to strengthen the influence of Green Promotion on Purchase Intention but was not statistically significant.
Unveiling Purchase Intention Corroborate By Digital Marketing Strategy: Study Case Cosmetics Industry Ida Ayu Iswari Pidada; Ni Nyoman Sri Utari Krisnanda; Ni Made Dhian Rani Yulianthi
Jurnal Ekonomi dan Bisnis Jagaditha Vol. 11 No. 2 (2024): Jurnal Ekonomi dan Bisnis Jagaditha
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/jj.11.2.2024.184-192

Abstract

The cosmetics and skincare industry has experienced significant growth in worldwide, and this growth has also impacted Indonesia's cosmetics and skincare industry. When purchasing makeup products, it is crucial to consider factors such as shade selection, ingredients, and other important factors. Social media platforms have become a crucial source of information for people, and they offer the advantage of reaching a large audience. The aim of this research is to investigate the impact of social media marketing and FOMO on purchase intention through electronic word of mouth (E-WOM). The study involved 100 respondents aged between 17 to 25 years, who followed the TikTok account @Luxcrime_id and had searched for information about Luxcrime products. The sampling technique used was purposive sampling, and the study employed quantitative methods with Structural Equation Modeling (SEM-PLS). The research findings indicate that social media marketing, FOMO, and electronic word of mouth have a positive impact on purchase intention. Furthermore, the study discovered that social media marketing has a positive influence on purchase intention through electronic word of mouth.
Co-Authors Ni Made Dhian Rani Yulianthi Ni Nyoman Sri Utari Krisnanda Ni Putu Crosita Vitri Ardiani