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All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Johni Eka Putra
Universitas Pendidikan Indonesia, Indonesia
Religion Humanities Economics, Econometrics & Finance Social Sciences

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GREEN MARKETING STRATEGY IN ATTRACTING CONSUMERS WHO CARE ABOUT THE ENVIRONMENT Johni Eka Putra; Andriya Risdwiyanto; Riantin Hikmah Widi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 11 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

The growing desire of customers for environmentally friendly products means companies are competing to meet these needs by switching to using environmentally friendly materials. The materials in question are not only raw materials but also involve other materials such as product packaging, labeling, packaging and so on. Environmental awareness by implementing green marketing strategies can be done with environmentally friendly promotions. The growing desire of customers for environmentally friendly products means companies are competing to meet these needs by switching to using environmentally friendly materials. Green marketing is an approach to marketing that emphasizes environmental and sustainability values. It aims to attract consumers who care about environmental issues and promote environmentally friendly products or services. Several green marketing strategies that can be used to attract consumers who care about the environment are sustainable communication, labels and certification, transparency, customer education, partnerships with environmental organizations, focusing on environmental innovation, and sustainable consumer support.
MARKETING STRATEGY THROUGH APPLICATION-BASED DIGITAL MARKETING IN INCREASING CUSTOMER SATISFACTION Yupiter Mendrofa; Susi Arijanti; Johni Eka Putra
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 12 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Technological developments produce increasingly sophisticated facilities, which can be used as media in developing customer satisfaction-oriented business ventures. One form of technology integration is in marketing practices using digital marketing strategies. Digital marketing strategies are very important as a strategy to increase sales. Currently, establishing effective communication with customers has become a necessity so that customers can understand them. Digital marketing is a marketing or promotional activity for a brand or product using digital media or the internet. The aim of digital marketing itself is to attract consumer interest quickly. The use of digital media in this activity can provide many benefits because the advantages of digital technology enable instant two-way communication between producers and customers, where customers can choose, order, respond and even submit complaints directly wherever and whenever. The important point of the advantage of digital technology is the high frequency of communication or interaction that occurs between producers and customers with a fast information distribution process, which indicates the existence of high frequency brand communication.
TRANSFORMING PUBLIC SPACES IN THE DIGITAL AGE: HOW TECHNOLOGY CHANGES THE FACE OF SOCIAL INTERACTION Johni Eka Putra; Dedah Ningrum; Al-Afandi
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 4 No. 2 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

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This research examines the transformation of public space in the digital era and its impact on the patterns and quality of social interaction. Digital technology, especially the internet and social media, has played a significant role in revolutionizing the way individuals communicate and interact. Through a comprehensive literature analysis, this research illustrates how technology has enabled global connectivity, expanded social networks, and created new platforms for cultural expression and collaboration. On the other hand, this research also identifies challenges that arise as a result of these changes, such as social fragmentation, the decline in the quality of face-to-face interactions, and the complexity of digital privacy and ethical issues. This research highlights the importance of societal adaptation to new social norms and the development of digital literacy to effectively manage the impact of this transformation. Thus, this research not only provides insight into the role of technology in changing the face of social interaction but also emphasizes the need for a critical and reflective approach in dealing with these new dynamics.
The Influence of Pos Indonesia’s New Logo and Service Quality on Service Use Intention: The Mediating Role of Brand Image in the Pospreneur Webinar Community Johni Eka Putra; Vanessa Gaffar; Lili Adi Wibowo; Toni Heryana; Agus Fathurohman Handoyo; Ihwan Sutardiyanta
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 4 (2026): Volume 4, Issue 4, July 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i4.1104

Abstract

Purpose – This study examines the influence of Pos Indonesia’s new logo and service quality on the intention to use Pos Indonesia services, with brand image as an intervening variable. This topic is important because Pos Indonesia has renewed its visual identity as part of its transformation, while consumer intention in service industries is influenced not only by visual elements but also by service experience and brand perception. Design/methodology/approach – This study employed a quantitative approach with an explanatory survey design. Primary data were collected through questionnaires distributed to members of the Pospreneur Webinar Community. The research variables included the new logo, service quality, brand image, and intention to use services. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test direct and indirect relationships among variables. Finding/Results – The findings show that the new logo has a significant positive effect on brand image, but does not directly have a significant effect on intention to use services. Service quality has a significant positive effect on both brand image and intention to use services. Brand image also significantly influences intention to use services and mediates the relationship between the new logo and service quality toward intention to use services. Originality/Value – This study indicates that logo renewal can strengthen brand image, but consumer intention to use services is more strongly driven by service quality and positive brand perception. Therefore, rebranding should be supported by consistent service improvement.
Co-Authors Agus Fathurohman Handoyo Al-Afandi Andriya Risdwiyanto Ihwan Sutardiyanta Lili Adi Wibowo ningrum, dedah - Riantin Hikmah Widi Susi Arijanti Toni Heryana Vanessa Gaffar Yupiter Mendrofa