Green Marketing Influence: Examining Its Impact On Purchase Decision In Sustainable Halal Cosmetics
Main Article Content
Abstract
Research aim: This study aims to determine the influence of Green Marketing on purchasing literature through brand awareness as a mediator.
Design/Methode/Approach: This research used quantitative methods and took a sample of 121 respondents in Semarang who used Wardah halal cosmetics. Data management using SEM. Help. 4.0. The data obtained comes from primary data. The data collection technique using questionnaire distribution is a data collection method that is carried out by giving a collection of questions or written statements to respondents.
Research Finding: The result of this study is that based on the composite reliability value of each variable, it is proven that all research variable indicators have a composite reliability value greater than (0.7). And this research that the hypothesis can be accepted and there is a relationship between variables, especially in (Product Green Marketing → Brand Awareness), (Product Green Marketing → Purchase Decision), (Price Green Marketing → Purchase Decision) and (Brand Awareness → Purchase Decision). So, halal cosmetics have a significant effect on the product, price and purchasing decision
Article Details
References
Dwi, L. A., Jannah, M., Qomariyah, N., Fawaid, M. H., &; Aufa, M. A. (2023). Consumer Decision in Purchasing Wardah Cosmetic Products. Tax and Finance, 1(1), 1–10. https://journalekonompedia.com/index.php/tf
Faizal, H., &; Nurjanah, S. (2019). The influence of quality perception and brand image on customer loyalty mediated customer trust and satisfaction. Journal of Management and Business Research (JRMB) Faculty of Economics UNIAT, 4(2), 307-316.
Karlina, G., &; Setyorini, R. (2018). The influence of green marketing on purchasing decisions with brand image as a mediator (study on Innisfree Bandung). Management & Accounting Expose, 1(2), 56–65.
Manongko, A. A. C. (2018). Green Marketing (Suatu Perspektif Marketing Mix & Theory of Planned
PRATIWI, S. J. P. (2018). Interior Design of Wardah Beauty House Surabaya with Modern Green Building Concept 'Earth Love Life,'.
Rahayu, L. M. P., Abdillah, Y., Mawardi, M. K., Administration, F. I., &; B. (2017). The Effect of Green Marketing on In, Consumer Purchasing (Survey on Consumers of The Body Shop Indonesia and in Malaysia). 43(1)(1), 121–131.
Ramadayanti, F. (2019). The role of brand awareness on product purchase decisions. Journal of Management and Business Studies, 6(2), 111-116.
Sahir, S. H., Ramadhan, A., &; Tarigan, E. D. S. (2016). THE INFLUENCE OF ONLINE PURCHASES AND OFFLINE PURCHASES ON PURCHASING DECISIONS WITH INTEREST AS AN INTERVENING VARIABLE (Case Study in 3Second Yogyakarta). Journal of Business Concepts and Management, 3(1), 130.
Sari, S. P. (2020). The relationship of buying interest with purchasing decisions in consumers. Psychoborneo: Scientific Journal of Psychology, 8(1), 147.
Septiani, S., &; Indraswari, R. (2019). Factors Influencing Consumer Behavior of Halal Cosmetic Products in Bogor City. Journal of Management and Organization, 9(1), 59. https://doi.org/10.29244/jmo.v1i1.25370
Top Brand Award | Best Brand Awards in Indonesia (topbrand-award.com)
Bhakti, V. E., Hakimah, E. N., & Ratnanto, S. (2023). ANALISIS FAKTOR KEPUTUSAN PEMBELIAN SAPI DENGAN FAKTOR BAURAN PEMASARAN PRODUK DI KR FARM DESA RAWASAN KOTA TUBAN. SIMPOSIUM NASIONAL MANAJEMEN DAN BISNIS (SIMANIS) dan Call for Paper, 2, 1343-1352.