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Wening Patmi Rahayu
Universitas Negeri Malang, Malang, Indonesia
Economics, Econometrics & Finance

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Peran Green Brand Image dan Green Product dalam Membangun Loyalitas Konsumen Avoskin melalui Green Trust Herlina Kusuma Wardhani; Sudarmiatin Sudarmiatin; Wening Patmi Rahayu
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.v8i3.7601

Abstract

Increased consumer awareness of environmental issues has driven a shift in preference and loyalty to environmentally friendly products. This research intends to investigate how green trust acts as a mediating factor in the link between green brand image and green products in relation to customer loyalty, particularly among Avoskin skincare users in Malang City. The methodology applied is quantitative, involving 186 participants chosen via non-probability sampling methods. The analysis of the data was carried out using the Structural Equation Modeling (SEM) technique through SmartPLS 4.0. The outcomes reveal that the green brand image and green product significantly influence both green trust and customer loyalty. Furthermore, it is confirmed that green trust serves as an important mediator in the impact of green brand image and green products on customer loyalty. These results highlight the critical nature of trust and enduring loyalty among environmentally conscious consumers. This research adds value to the establishment of sustainable marketing initiatives within Indonesia's skincare sector.
Entrepreneurial Sustainability Pathways: Navigating Family Education, Economic Literacy, Innovation Capability, and Entrepreneurial Competence (Empirical Study in Tempe Sanan Industry Village) Eka Putri Surya; Wening Patmi Rahayu; Titis Shinta Dhewi
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 | DOI: 10.31538/iijse.v9i1.8529

Abstract

The study aims to analyze the influence of economic literacy and family economic education on business sustainability, with innovation capabilities and entrepreneurial competence as mediation variables in Tempe Sanan Industrial Village, Malang City. A quantitative approach was used through an explanatory research method with 158 respondents and SEM-PLS analysis. The results show that economic literacy and family economic education have a significant effect on business sustainability, both directly and through innovation capabilities and entrepreneurial competence. However, the results of the study also found that economic literacy had no effect on the mediating variables of entrepreneurial competence and the variables of entrepreneurial competence could not mediate the influence of economic literacy on business sustainability. These findings underscore the importance of the role of family economic education and economic literacy in shaping sustainable, adaptive, and innovative businesses in the midst of dynamic market competition.
Co-Authors Eka Putri Surya Herlina Kusuma Wardhani Sudarmiatin Titis Shinta Dhewi