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All Journal IIJSE Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced
Dewi Deniaty Sholihah
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
Computer Science & IT Economics, Econometrics & Finance Education Social Sciences Other

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Determinants of Eco-Friendly Product Adoption: The Role of Green Marketing, Environmental Awareness, and Price Perception in Shaping Consumer Decisions Nabilah Rosa Azzahra; Zumrotul Fitriyah; Dewi Deniaty Sholihah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

The rise of environmental concerns has led to increasing interest in sustainable consumer behaviour, especially in urban retail settings. This study aims to examine the influence of green marketing, enviromental awareness, and price perception on consumers’ decisions to adopt eco-friendly products, specifically Ecobags, in the context of a modern retail environment. A quantitative approach was employed using purposive sampling, involving 105 respondents who had previously purchased Ecobags at Indomaret stores in Surabaya, Indonesia. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The findings reveal that while green marketing has a positive but statistically insignificant effect on purchase decisions, both environmental awareness and price perception significantly influence consumers' decisions to adopt eco-friendly alternatives. Environmental awareness emerged as the most influential factor, indicating that sustainability-driven knowledge and concern are key drivers of pro-environmental behavior. Additionally, consumers' perception of price as aligned with quality and benefit contributes significantly to their purchasing decisions. These results underscore the importance of enhancing sustainability messaging and optimizing pricing strategies to encourage widespread adoption of green products in emerging markets.
Efektivitas Event Marketing dalam Meningkatkan Brand Awareness Produk vCloudPoint pada Pameran IFBEX 2025 Amanda Arum Puspitasari; Dewi Deniaty Sholihah
Future Academia : The Journal of Multidisciplinary Research on Scientific and Advanced Vol. 4 No. 1 (2026): Future Academia : The Journal of Multidisciplinary Research on Scientific and A
Publisher : Yayasan Sagita Akademia Maju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61579/future.v4i1.736

Abstract

Tujuan dari penelitian ini untuk mengetahui seberapa efektif event marketing dalam meningkatkan brand awareness produk vCloudPoint pada pameran IFBEX 2025. Metode yang digunakan pada penelitian ini ialah kualitatif deskriptif dengan teknik purposive sampling, di mana data primer didapatkan melalui wawancara langsung terhadap pengunjung yang datang ke booth pameran, menerima penjelasan staf, dan menunjukkan ketertarikan terhadap produk. Data dianalisis menggunakan acuan empat indikator brand awareness menurut Keller, yaitu recognition, recall, purchase intention, dan consumption, serta dikaitkan dengan konsep event marketing yang berasal dari Woot dan Masterman. Hasil penelitian yang didapat menunjukkan bahwa event marketing mampu meningkatkan pengenalan awal mengenai produk, di mana pengunjung yang awalnya tidak mengenal vCloudPoint menjadi paham mengenai fungsi dasar dan konsep kerja dari produk setelah menerima penjelasan langsung dari staf. Pengunjung juga dapat mengingat kembali informasi mengenai produk, menunjukkan ketertarikan untuk dapat menerima informasi lanjutan, serta mulai membayangkan potensi penggunaan produk dalam konteks operasional bisnis. Secara keseluruhan, pameran IFBEX 2025 terbukti efektif sebagai media pemasaran dalam membentuk brand awareness terhadap produk vCloudPoint.
Co-Authors Amanda Arum Puspitasari Nabilah Rosa Azzahra Zumrotul Fitriyah