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All Journal Maneggio Nomico
Irawan Yuswono
Sekolah Tinggi Ilmu Ekonomi Totalwin, Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Synergizing Green Marketing and Product Innovation: Strategies for Elevating Consumer Choices Siti Kholifah Kholifah; Irawan Yuswono
Maneggio Vol. 1 No. 4 (2024): Maneggio-Aug
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/663sfh79

Abstract

This study examines the impact of green marketing and green product innovation on brand image and purchasing decisions among consumers. Utilizing a quantitative approach, data were collected from 165 respondents through surveys in Semarang, Indonesia. The findings reveal that green marketing significantly enhances brand image, suggesting that environmentally friendly marketing efforts are valued by consumers and contribute to a positive brand perception. However, green product innovation alone does not significantly affect brand image, indicating the necessity of combining it with effective green marketing strategies. Furthermore, the study confirms that a strong brand image significantly influences purchasing decisions, highlighting the importance of consumer perceptions in driving buying behavior. Green product innovation also shows a significant positive impact on purchasing decisions, demonstrating that eco-friendly and innovative products appeal to consumers. Despite these benefits, green marketing alone does not significantly impact purchasing decisions, suggesting that additional factors are required to drive consumer purchases directly. The study concludes that an integrated strategy combining green marketing and product innovation offers the greatest potential for enhancing brand image and influencing consumer behavior, providing valuable insights for managers seeking to leverage sustainability in their marketing strategies.
The Mediation Role of Job Satisfaction in the Relationship Between Compensation and Work Environment on Employee Performance at the YBE Bright Clinic, Semarang Christika Sandra Pramesti; Irawan Yuswono
Nomico Vol. 2 No. 7 (2025): Nomico - August
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/7x6ptr18

Abstract

This study aims to analyze the influence of compensation and work environment on employee performance with job satisfaction as a mediating variable at the YBE Bright Clinic in Semarang City. This study is based on Herzberg's Two-Factor Theory, which emphasizes the importance of motivation and hygiene factors in influencing job satisfaction and performance. This study used a quantitative method with 200 respondents who were permanent employees and selected through a census. Data were collected through a survey using a questionnaire and analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS). The results showed that compensation and work environment significantly influenced job satisfaction. Work environment and job satisfaction also had a positive effect on employee performance, while compensation did not have a direct effect on performance. Job satisfaction was proven to mediate the effect of compensation on employee performance. The research model was declared feasible with an SRMR value of 0.056, which is below the cut-off limit of 0.08. These findings emphasize the importance of building a conducive work environment and a supportive compensation system to improve employee satisfaction and performance.
Co-Authors Christika Sandra Pramesti Siti Kholifah Kholifah