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All Journal Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Amkop Management Accounting Review (AMAR) IIJSE
Budi Setiawan
Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Eco-Friendly Product Purchasing Behavior Based on the Theory of Consumption Value Bernadetta Diansepti Maharani; Lusia Tria Hatmanti Hutami; Dika Prawita; Budi Setiawan; Friska Putri Wati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

This study investigates eco-friendly product purchasing behavior among millennial consumers based on the Theory of Consumption Value. Using a quantitative approach and multiple regression analysis, the research examines the effects of functional, conditional, social, epistemic, and emotional values on green purchase intention, as well as the effect of green purchase intention on green purchase behavior. The findings show that social value and emotional value significantly influence green purchase intention, while functional, conditional, and epistemic values have no significant effect. Moreover, green purchase intention positively affects green purchase behavior. These results highlight that millennials’ eco-friendly purchasing decisions are primarily driven by emotional concern and social influence rather than by product functionality or situational factors.
Peran Green Marketing dan Tanggung Jawab Lingkungan terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening (Studi Kasus pada Produk The Body Shop Yogyakarta) Az Zahra Alvin Maharani; Ambar Lukitaningsih; Budi Setiawan
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 3 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (April - Mei 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i3.8178

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya permasalahan lingkungan yang mendorong perusahaan untuk menerapkan strategi pemasaran ramah lingkungan dan tanggung jawab lingkungan guna memengaruhi perilaku konsumen. Tujuan penelitian ini adalah untuk menganalisis pengaruh green marketing dan tanggung jawab lingkungan terhadap keputusan pembelian dengan minat beli sebagai variabel intervening. Metode yang digunakan adalah pendekatan kuantitatif dengan jumlah sampel sebanyak 170 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda serta uji Sobel. Hasil penelitian menunjukkan bahwa green marketing dan tanggung jawab lingkungan berpengaruh positif dan signifikan terhadap keputusan pembelian maupun minat beli. Selain itu, minat beli juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian serta mampu memediasi hubungan antara green marketing dan tanggung jawab lingkungan terhadap keputusan pembelian. Kesimpulan penelitian ini menegaskan bahwa penerapan strategi pemasaran ramah lingkungan dan tanggung jawab lingkungan yang baik dapat meningkatkan minat beli dan mendorong keputusan pembelian konsumen.
The Influence of Celebrity Endorsement on Purchase Decisions through Brand Awareness and Brand Image as mediation Yamaha Nmax Motorcycle Users in Yogyakarta Alvito Marsandhi Marsandhi; Budi Setiawan; Azwar Azwar
Amkop Management Accounting Review Vol. 5 No. 2 (2025): July - December
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3459

Abstract

This study examines the influence of celebrity endorsement on purchase decisions with brand awareness and brand image serving as mediating variables among Yamaha NMAX users in Yogyakarta. The research is conducted in response to intense competition within the motorcycle industry and fluctuating sales trends, highlighting the need for effective marketing strategies to influence consumer purchasing behavior. A quantitative research design was applied using a survey method, with questionnaires distributed to 200 respondents selected through purposive sampling. Data analysis was carried out using Structural Equation Modeling (SEM) based on the Partial Least Square (PLS) approach. The findings reveal that celebrity endorsement has a positive and significant impact on brand awareness and brand image. Furthermore, brand image significantly influences purchase decisions, whereas brand awareness does not exhibit a significant effect on purchase decisions. In addition, celebrity endorsement does not directly affect purchase decisions in a significant manner. These results suggest that the impact of celebrity endorsement on purchase decisions is primarily mediated through brand image rather than through direct influence or brand awareness. The study emphasizes the importance of leveraging celebrity endorsement to strengthen brand image in order to enhance consumer purchase decisions.
Co-Authors Alvito Marsandhi Marsandhi Ambar Lukitaningsih Az Zahra Alvin Maharani Azwar Azwar Bernadetta Diansepti Maharani Dika Prawita Friska Putri Wati Lusia Tria Hatmanti Hutami