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Ilham Ainuddin
Department of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275
Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA PELANGGAN HERO COFFEE SEMARANG Alicia Victoria Salsabilla; Sudharto P Hadi; Ilham Ainuddin
Jurnal Ilmu Administrasi Bisnis Vol 14, No 4 (2025)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2025.47362

Abstract

Coffee shop is currently increasing making a tight competition. Supported by the lifestyle of people who often visit coffee shops. Hero Coffee Semarang is one of the coffee shop brands which in the last 5 years (2018 – 2022) has experienced fluctuating revenues and tends to decline. This could indicate a decrease in purchase decisions for Hero Coffee Semarang products. This research aims to determine the influence of brand image and social media marketing on purchase decisions of Hero Coffee Semarang customers. This type of research is explanatory research with a quantitative approach. The sampling technique uses accidental sampling and purposive sampling. The total sample was 97 respondents based on the sampling technique calculations proposed by Rao Purba (2006). Data collection techniques are through questionnaires and interviews, then the data obtained is continued at the processing stage using Smart PLS software version. This research results that brand image (X1) has a positive and significant effect on purchasing decisions (Y). Then, social media marketing (X2) has a positive and significant effect on purchasing decisions (Y). The brand image (X1) and social media marketing (X2) variables contributed 73.3% to purchasing decisions (Y). Based on the research results, researchers formulated suggestions for Hero Coffee, namely promotion with viral marketing, inviting food review influencers to increase popularity. Hero coffee needs to create iconic photo spots so that they can improve brand image, use social media advertisements and make the content more interesting and informative so that a large audience is reached and interested for the content. Hero Coffee along with consumers need to build discussions with consumers through social media comment columns, Google business reviews, or Instagram stories to make interactive. Suggestions for future research are to conduct longitudinal research and add variables such as service quality and café atmosphere.
PENGARUH GREEN MARKETING DAN ENVIRONMENTAL KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN THE BODY SHOP DI JAKARTA DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI DAN KETERSEDIAAN PRODUK PESAING SEBAGAI VARIABEL MODERASI Kezia Bonita Silalahi; Bulan Prabawani; Ilham Ainuddin
Jurnal Ilmu Administrasi Bisnis Vol 15, No 1 (2026)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jiab.2026.48811

Abstract

Abstract: This study analyzes the effect of green marketing and environmental knowledge on purchasing decisions for The Body Shop products in Jakarta, with brand image as mediation and the availability of competing products as moderation. This explanatory research uses a quantitative approach with a sample of 100 respondents through questionnaires and interviews, processed using SmartPLS 4.0. The results show that green marketing and environmental knowledge have no direct effect on purchasing decisions, but brand image has a positive effect and fully mediates the influence of the two variables on purchasing decisions. Moderation testing shows that the availability of competing products does not strengthen or weaken the influence of green marketing on purchasing decisions, but weakens the influence of environmental knowledge on purchasing decisions. With these results, companies need to strengthen brand image and mitigate the impact of competitors to maintain market share in a competitive industry. Keywords: Brand Image; Environmental Knowledge; Green Marketing; Purchasing Decisions, The Availability Of Competing ProductAbstraksi: Penelitian ini menganalisis pengaruh green marketing dan environmental knowledge terhadap keputusan pembelian produk The Body Shop di Jakarta, dengan brand image sebagai mediasi dan ketersediaan produk pesaing sebagai moderasi. Penelitian eksplanatori ini menggunakan pendekatan kuantitatif dengan sampel 100 responden melalui kuesioner dan wawancara, diolah menggunakan SmartPLS 4.0. Hasil menunjukkan green marketing dan environmental knowledge tidak berpengaruh langsung terhadap keputusan pembelian, tetapi brand image berpengaruh positif dan memediasi pengaruh kedua variabel tersebut secara penuh terhadap keputusan pembelian. Pengujian moderasi menunjukkan ketersediaan produk pesaing tidak memperkuat atau memperlemah pengaruh green marketing terhadap keputusan pembelian, tetapi memperlemah pengaruh environmental knowledge terhadap keputusan pembelian. Dengan hasil ini, perusahaan perlu memperkuat brand image dan memitigasi dampak kompetitor untuk mempertahankan pangsa pasar di industri yang kompetitif. Kata Kunci: Brand Image; Environmental Knowledge; Green Marketing; Keputusan Pembelian; Ketersediaan Produk Pesaing
Co-Authors Alicia Victoria Salsabilla Bulan Prabawani Kezia Bonita Silalahi Sudharto P Hadi