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Erlita Ridanasti
Universitas Islam Indonesia, Yogyakarta, Indonesia
Economics, Econometrics & Finance

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The Influence of Green Marketing on the Purchase Intention of Green Fashion: A Study on the Brand “Sejauh Mata Memandang” Najwa Syelby Tsurayya; Erlita Ridanasti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.6763

Abstract

This study aims to analyze the influence of green marketing on the purchase intention of green fashion, using the brand “Sejauh Mata Memandang” as a case study. The research focuses on three main green marketing strategies: green advertising, green branding, and eco-labeling, as well as the role of consumer perception in green consumption. The research method employs a quantitative approach with purposive sampling, involving 247 respondents who are aware of and understand environmentally friendly fashion products from the brand. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results show that green advertising, green branding, and eco-labeling have a positive and significant influence on consumer perception. Furthermore, consumer perception also has a positive and significant impact on green consumption. These findings indicate that effective green marketing strategies can enhance positive consumer perceptions and encourage the purchase behavior of sustainable fashion products. The implications of this study provide strategic insights for fashion companies in developing environmentally friendly marketing approaches that can stimulate consumer purchase intention.
Effects of Responsiveness, Professionalism, Informativeness, and Personalization on Purchase Intentions Via Product Trust in Skintific Shopee Livestream Nabila Saharani; Erlita Ridanasti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7924

Abstract

The popularity of live streaming features in the e-commerce industry is steadily increasing and has become one of the most favored marketing strategies, as it facilitates two-way communication between streamers and consumers. Through this interaction, consumers not only receive product information but also develop perceptions, enhance trust, and eventually form purchase intentions. This study aims to examine how communication elements in live streaming influence consumer trust in products and their intentions to make continuous purchases. The theoretical framework employed in this research is the Stimulus Organism Response (S-O-R) Theory. A quantitative research method was applied using purposive sampling, involving 186 respondents who had purchased Skintific products through Shopee’s live streaming feature. Data were collected through an online questionnaire distributed via Google Forms and analyzed using SPSS and Partial Least Square Structural Equation Modeling (PLS-SEM). This study investigated six main variables: responsiveness, professionalism, informativeness, personalization, product trust, and continuous purchase intention. The results revealed that responsiveness, professionalism, and informativeness had positive effects on product trust. Furthermore, product trust was found to have a significant and positive impact on continuous purchase intention. Conversely, personalization did not show a meaningful effect on either product trust or purchase intention.
The Influence of Content Marketing Quality on Consumer Loyalty Toward the Fashion Brand Zaafer Yusuf Al Qardhawi; Erlita Ridanasti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8421

Abstract

This study aims to analyze the effect of content marketing quality on consumer brand loyalty toward the fashion brand Zaafer by examining informative value, entertainment value, and social value as independent variables, with experiential evaluation as a mediating variable. A quantitative approach was employed through an online survey distributed to 211 respondents who are active TikTok users and have purchased Zaafer products. Data analysis was conducted using Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings reveal that informative value, entertainment value, and social value significantly influence experiential evaluation. Furthermore, experiential evaluation significantly impacts brand loyalty. These results suggest that high-quality content marketing on social media platforms, particularly TikTok, plays a crucial role in strengthening consumer loyalty to the Zaafer brand. This study contributes to the development of digital marketing strategies by emphasizing the imporance of delivering content that is relevant, entertaining, and socially engaging.
The Influence of Information Transparency and Brand Trust on Purchase Decisions for the “Boost Juice” Product Keysha Aulea Hamada; Erlita Ridanasti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the influence of product health information transparency and brand trust on purchasing decisions for Boost Juice. The research was conducted on consumers at Yogyakarta, with a sample of 105 respondents selected through purposive sampling. A quantitative approach was used, applying multiple linear regression analysis to examine both the partial and simultaneous effects of the independent variables on purchasing decisions. The descriptive analysis showed that the average score for information transparency was 32.86 and for brand trust was 32.39, both reflecting positive consumer perceptions. The purchasing decision variable had an average score of 32.64, indicating strong consumer tendencies to choose Boost Juice. Partially, product health information transparency had a positive and significant effect on purchasing decisions, with a coefficient of 0.252 and a significance value of 0.003. Brand trust showed a stronger influence, with a coefficient of 0.676 and a significance value of 0.000. Simultaneously, both variables significantly influenced purchasing decisions, as evidenced by an F-statistic of 97.442 (p = 0.000). The model explains 65% of the variation in purchasing decisions (Adjusted R² = 0.650). These findings support Relationship Marketing Theory, emphasizing that transparency in information and strong brand trust are essential in building long-term relationships with customers and encouraging purchasing decisions for healthy beverage products.
Co-Authors Keysha Aulea Hamada Nabila Saharani Najwa Syelby Tsurayya Yusuf Al Qardhawi