Determinants Of Purchase Decision Green Product Golden Viera On Instagram
DOI:
https://doi.org/10.32528/issh.v2i3.365Keywords:
Electronic Word Of Mouth, Green Product,, Purchasing DecisionsAbstract
This study aims to determine the effect of electronic word of mouth and green product on purchase decisions on Golden Viera Instagram followers. This research is a quantitative study. This research uses a quantitative approach with a survey method. The population in this study were all Golden Viera followers who had bought Golden Viera in Instagram. Data collection was carried out by distributing questionnaires to Golden Viera customers as many as 100 respondents. The sampling technique used was simple random sampling. The data analysis technique used was multiple linear regression analysis using SPSS Version 27 software. The results showed that partially the electronic word of mouth had a positive effect on the purchase decision. The green product has a positive effect on the purchase decision and simultaneously the electronic word of mouth, green product has a positive effect on the purchase decision. From the results of the regression equation, it is found that the purchase decision of electronic of the mouth has a higher influence than the green product.
Downloads
References
Hartinah, S., Suherman, S., Syazali, M., Efendi, H., Junaidi, R., Jermsittiparsert, K., & Rofiqul, U. M. A. M. (2019). Probing-prompting based on ethnomathematics learning model: The effect on mathematical communication skill. Journal for the Education of Gifted Young Scientists, 7(4), 799-814.
Hanifah, H. N., Hidayati, N., & Mutiarni, R. (2019). Pengaruh produk ramah lingkungan/Green Product dan Harga terhadap keputusan pembelian produk Tupperware. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 2(1), 37–44.
Harahap, K. A., & Surya, E. (2017). Application of cooperative learning model with type of two stay two stray to improve results of mathematics teaching. International Journal of Sciences: Basic and Applied Research (IJSBAR), 33(2), 156-165.
Indarto, E. W., Suroso, I., Sudaryanto, S., & Qomariah, N. (2018). the Effect of Brand Image and Product Attributes on Customer Satisfaction and Customer Loyalty. Jurnal Aplikasi Manajemen, 16(3), 457–466. https://doi.org/10.21776/ub.jam.2018.016.03.10
Immawati, S. A., & Anggi, A. (2023). The Effects of e-WOM and Green Product Innovation on Consumer Purchase Decisions through Social Media Marketing on Beauty Products in Sociolla. Telaah Bisnis, 23(2), 168–179.
Kioek, M. A. C., Ellitan, L., & Handayani, Y. I. (2022). Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare. BIP’s Jurnal Bisnis Perspektif, 14(1), 11–28.
Khoiruman, M., & Purba, S. D. A. (2020). Pengaruh Green Product, Green Price, dan Green Advertising Terhadap Keputusan Pembelian Produk Essential oil di Rumah Atsiri Indonesia. Kelola, 7(1), 46–54.
Lestari, A. D., Nursanta, E., Widiyarsih, W., & Masitoh, S. (2023). Pengaruh Green Product, Green Price, Green Place, Green Promotion Terhadap Keputusan Pembelian Tumbler Starbucks Tangerang. JAKA (Jurnal Akuntansi, Keuangan, Dan Auditing), 4(1), 275–288.
Pebriyanti, N. K. L., Hartati, P. S., & VS, N. N. A. A. (2022). Pengaruh Promosi Online dan Electronic Word Of Mouth terhadap Keputusan Pembelian. WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 2(1), 73–81.
Prayoga, I., & Mulyandi, M. R. (2020). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee. Jurnal Syntax Transformation, 1(05), 136–140.
Qomariah, N. (2012). Pengaruh Kualitas Layanan & Citra Terhadap Universitas. In Jurnal Aplikasi Manajemen (Vol. 10, Nomor 1, hal. 178).
Santoso, I., & Fitriani, R. (2016). Green Packaging, Green Product, Green Advertising, Persepsi, dan Minat Beli Konsumen. Jurnal Ilmu Keluarga & Konsumen, 9(2), 147–158.
Setianingsih, W. E., & Nursaidah, N. (2023). How Does Hotel Service Innovation Affect Experiential Value and Consumer Decisions to Stay in Hotels? Jurnal Manajemen Bisnis, 14(1), 162–178. https://doi.org/10.18196/mb.v14i1.16601
Sulisworo, D., & Toifur, M. (2016). The role of mobile learning on the learning environment shifting at high school in Indonesia. Int. J. Mob. Learn. Organisation, 10(3), 159-170.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alphabet.
Wyman, P. J., & Watson, S. B. (2020). Academic Achievement With Cooperative Learning Using Homogeneous and Heterogeneous Groups. School Science and Mathematics, 120(6), 356-363.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
