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All Journal juremi: jurnal riset ekonomi Journal of Innovation Research and Knowledge
Yohanes Michael Christanto
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Humanities Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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EXAMINATION OF GREEN PURCHASE INTENTION: AN EMPIRICAL STUDY IN YOKOHAMA AND YOGYAKARTA Lucia Nurbani Kartika; Yohanes Michael Christanto
Journal of Innovation Research and Knowledge Vol. 5 No. 9 (2026): Februari 2026
Publisher : Bajang Institute

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Abstract

This study investigates the influence of green innovation and green advertising on green purchase intention, with social and emotional value as a mediating variable, comparing consumer behavior in Yokohama, Japan, and Yogyakarta, Indonesia. The rationale for this research lies in the increasing global concern for sustainability and the need to understand how consumers from different cultural backgrounds respond to environmentally friendly products. Using a quantitative approach with the PLS-SEM method, data were collected from 100 respondents (50 from each city) through a Likert-scale questionnaire distributed via Google Forms. The findings reveal that green advertising and green innovation significantly affect social and emotional value in both cities. However, only green innovation significantly influences green purchase intention in Yokohama, while social and emotional value has a significant effect on green purchase intention in Yogyakarta. The study highlights cultural variations in environmental attitudes and emphasizes the importance of emotional and social engagement in promoting sustainable consumer behavior. These results provide managerial implications for marketers to design culturally tailored green marketing strategies that effectively enhance purchase intentions for eco-friendly products.
EDUCATIONAL CONTENT ON TIKTOK: ENGAGEMENT AND COMMUNICATION STRATEGY Yohanes Michael Christanto
Juremi: Jurnal Riset Ekonomi Vol. 5 No. 5 (2026): Maret 2026
Publisher : Bajang Institute

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TikTok has evolved not only as an entertainment platform, but also as medium for disseminating educational content supporting digital marketing communication strategies. However, research on educational content on TikTok remains limited, especially content characteristics and audience engagement patterns. This study aims to analyze the characteristics of educational content on TikTok and the resulting engagement pattern. The research uses descriptive qualitative methods using content analysis. Data were collected from non-participative observation on ten highly engaging educational contents on TikTok published between June and December 2025. The result shows that educational content is prominently presented in a talking-head or solo podcast style supported by on-screen text or closed caption (CC). In addition, content is delivered in a casual and easily understandable style, and provides concrete examples and applicable steps. The engagement pattern indicates that audience engagement is not only reflected in likes, but also saves, shares, and comments as more highly valuable forms of interaction. Practical and applicable content tends to generate higher numbers of saves and shares, while reflective content, especially on mental health topics generates more audience comments. These findings emphasize that educational content on TikTok serves as an effective digital marketing communication strategy in building audience engagement and closeness.
Co-Authors Lucia Nurbani Kartika