Journal of Management - Small and Medium Enterprises (SME's)
Vol 18 No 1 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)

THE EFFECT OF GREEN MARKETING, BRAND IMAGE, AND E-WOM ON PURCHASING DECISIONS FOR THE BODY SHOP INDONESIA PRODUCTS

Agustin, Nengliya (Unknown)
Azzahra, Fairuzzia (Unknown)
Hernidatiatin, Lis Tatin (Unknown)

Article Info

Publish Date
30 Mar 2025

Abstract

This study aims to determine the effect of green marketing, brand image, and e-WOM on purchasing decisions for The Body Shop Indonesia products. The sampling method was purposive; the questionnaire was distributed to 109 respondents. Data analysis using Smart Partial Least square (SmartPLS), by testing the outer model, and inner model. The results showed that green marketing variables had a positive but insignificant effect on purchasing decision variables, while brand image and e-WOM variables had a positive and significant effect on purchasing decision variables. The e-wom variable has the greatest effect on the purchasing decision variable. Keywords: Green Marketing; Brand Image; e-WOM; Purchasing Decision

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Journal Info
Journal of Management - Small and Medium Enterprises (SME's)
Website

Abbrev

JEM

Publisher

Universitas Nusa Cendana

Subject

Economics, Econometrics & Finance

Description

Tujuan dari jurnal ini adalah mempublikasikan artikel hasil penelitian dan kajian pustaka yang ditulis oleh dosen, peneliti dan mahasiwa. Adapun lingkup topik dari jurnal ini adalah : 1. Manajemen Umum 2. Manajemen Pemasaran 3. Sumberdaya Manusia 4. Keuangan 5. Manajemen Operasi 6. Manajemen ...