Main Article Content
Abstract
In the modern era, increasing environmental concerns have driven a rising trend in green marketing, including the development of eco-friendly products. This study seeks to investigate the direct impact of environmentally friendly marketing on consumer purchasing decisions, considering the role of social media marketing and product uniqueness. Data for this research the data was gathered via survey responses distributed to customers of Kedai My Fodee. The study adopted a non-probability sampling approach, specifically employing purposive sampling for participant selection. A total of 107 respondents took part in the survey. The collected The data were examined using Structural Equation Modeling (SEM) with Smart-PLS software, version 4.0. The findings show that social media marketing, green marketing and purchase decision are very important to increase purchase decision, because they have a direct effect. Therefore, companies that want to increase sales of their products can utilize social media marketing as a means to enhance consumer awareness of environmental issues, product uniqueness, and consumer trust in their brand.
Keywords
Article Details
References
- Adaji, I., Oyibo, K., & Vassileva, J. (2018). Consumers’ Need for Uniqueness and the Influence of Persuasive Strategies in E-commerce. Paper presented at the Persuasive Technology: 13th International Conference, PERSUASIVE 2018, Waterloo, ON, Canada, April 18-19, 2018, Proceedings 13.
- Al Hamdany, M. S. N. J. N. J. E., Manajemen dan Akuntansi. (2023). MEMAHAMI BRAND EQUITY BERDASARKAN SOCIAL MEDIA MARKETING: PERAN PERCEIVED UNIQUENESS DAN BRAND EXPERIENCE. 1(4), 25-37.
- Amoako, G. K., Dzogbenuku, R. K., Doe, J., Adjaison, G. K. J. M. I., & Planning. (2022). Green marketing and the SDGs: emerging market perspective. 40(3), 310-327.
- Andrei, A. G., Gazzola, P., Zbuchea, A., & Alexandru, V. A. J. K. (2017). Modeling socially responsible consumption and the need for uniqueness: A PLS-SEM approach. 46(8), 1325-1340.
- Aninda, Z. N., Roosdhani, R. J. I. J. o. E., Management, & Accounting. (2024). The Influence of Social Media Marketing on Purchase Decisions: Exploring the Mediating Effects of Promotion and Customer Experience. 1(3), 262-273.
- Arifin, S. J. J. I. E. I. (2022). Pengaruh halal green packaging, green halal product, halal green perceived value Terhadap green purchase intention. 8(2), 1411-1424.
- Aydin, G. J. I. J. o. M. S. (2016). Authenticity, uniqueness and intention to buy scarce products. 8(2), 59-73.
- Bailey, A. A., Mishra, A., & Tiamiyu, M. F. J. J. o. M. C. (2016). Green advertising receptivity: An initial scale development process. 22(3), 327-345.
- Chen, X., & Qasim, H. J. J. o. C. B. (2021). Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love. 20(5), 1065-1077.
- Chin, C.-H., Chin, C.-L., Wong, W. P.-M. J. J. o. H. M., & Management. (2018). The implementation of green marketing tools in rural tourism: the readiness of tourists? , 27(3), 261-280.
- Dapas, C. C., Sitorus, T., Purwanto, E., & Ihalauw, J. J. J. C. (2019). The effect of service quality and website quality of zalora. Com on purchase decision as mediated by purchase intention. 20(169), 87-92.
- Ebrahimi, P., Basirat, M., Yousefi, A., Nekmahmud, M., Gholampour, A., Fekete-Farkas, M. J. B. D., & Computing, C. (2022). Social networks marketing and consumer purchase behavior: the combination of SEM and unsupervised machine learning approaches. 6(2), 35.
- Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? Paper presented at the E3S web of conferences.
- Geric, I., Dobrinic, D. J. E., & Proceedings, S. D. B. o. (2020). THE INFLUENCE OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY–SEM APPROACH. 339-350.
- Ginting, R. A., Angelia, A., Salsabila, T., Damero, S., Primananda, R., & Setyo, K. J. J. I. M. (2023). Pengaruh Green Marketing, Inovasi Produk dan Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus: PT Unilever Indonesia Tbk). 1(4), 986-992.
- Groening, C., Sarkis, J., & Zhu, Q. J. J. o. c. p. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. 172, 1848-1866.
- Hafez, M. J. I. J. o. B. M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. 39(7), 1353-1376.
- Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. J. J. Q. I. P. (2018). The effect of e-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. 22(2), 112-127.
- Harpe, S. E. J. C. i. p. t., & learning. (2015). How to analyze Likert and other rating scale data. 7(6), 836-850.
- Hastuti, H., Zakaria, Z., & Suratini, S. (2023). Pengaruh Keunikan Produk terhadap Keputusan Pembelian yang di Mediasi oleh Keunggulan Bersaing: Studi pada Pengguna Motor Honda Merek Scoopy di Kota Jayapura. Paper presented at the Prosiding Seminar Nasional Forum Manajemen Indonesia-e-ISSN 3026-4499.
- Hwang, J., Hyun, S. S. J. J. o. T., & Marketing, T. (2017). First-class airline travelers’ tendency to seek uniqueness: how does it influence their purchase of expensive tickets? , 34(7), 935-947.
- Ibrahim, B., Aljarah, A., & Ababneh, B. J. J. o. P. M. (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. 26(4), 544-568.
- Jebarajakirthy, C., Das, M. J. J. o. R., & Services, C. (2021). Uniqueness and luxury: A moderated mediation approach. 60, 102477.
- Kang, J.-Y. M., Kim, E. J. I. J. o. F. D., Technology, & Education. (2012). e-Mass customisation apparel shopping: effects of desire for unique consumer products and perceived risk on purchase intentions. 5(2), 91-103.
- Khan, E. A., Royhan, P., Rahman, M. A., Rahman, M. M., & Mostafa, A. J. S. (2019). The impact of enviropreneurial orientation on small firms’ business performance: The mediation of green marketing mix and eco-labeling strategies. 12(1), 221.
- Kim, A. J., & Ko, E. J. J. o. G. f. m. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. 1(3), 164-171.
- Komalasari, F., Christianto, A., Ganiarto, E. J. B., & Organisasi, B. J. I. A. D. (2021). Factors influencing purchase intention in affecting purchase decision: A study of e-commerce customer in Greater Jakarta. 28(1), 1.
- Mohd Noor, M. N., Masuod, M. S., Abu Said, A.-M., Kamaruzaman, I. F., & Mustafa, M. A. J. A. S. S. (2016). Understanding consumers and green product purchase decision in Malaysia: A structural equation modeling-partial least square (SEM-PLS) approach. 12(9), 51-64.
- Moslehpour, M., Dadvari, A., Nugroho, W., Do, B.-R. J. A. P. J. o. M., & Logistics. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. 33(2), 561-583.
- Muhamad, A. A., Aransyah, M. F. J. B. I. R., & Institute-Journal, C. (2022). The Effect of Social Media Marketing on Brand Awareness and Brand Image to Increase Intention to Buy (Study on Audia Multibrand Muslimwear). 5(2).
- Mukaromah, A. L., Teja, I. G. N. A. E., Anggraini, N. P. N. J. I. J. o. A. B., & Management, I. (2019). The effect of green marketing, brand awareness and price perception on purchase decision. 4(3), 75-83.
- Mutmainah, I., Wahidhani, E. H. J. A. J. o. T., & Business. (2024). Examining the Determinant of Purchase Intention and Purchase Decision for Green Product: SEM Analysis. 2(1), 133-147.
- Negara, W. P. K. J. J. o. E., & Development. (2024). Social media marketing and purchase decision: Insights from Indonesian MSMEs. 6(2), 476-487.
- Nekmahmud, M., & Fekete-Farkas, M. J. S. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. 12(19), 7880.
- Pieter, G. M., Massie, J. D., & Saerang, R. T. J. J. E. J. R. E., Manajemen, Bisnis dan Akuntansi. (2021). Exploring the effectiveness of using Tik Tok as a media for promotion: A Case study of youth intention to buy products. 9(4), 11-20.
- Pradisti, L., Roosdhani, M. R., Komariyatin, N., & Huda, N. J. J. O. A. S. I. M. (2024). How Social Media Marketing Activities Affect Purchase Intentions And Decisions. 1(2), 67-75.
- Putra, A. H. P. K., Mariam, S., Tafsir, M., Rosanti, N. J. I. R. o. M., & Marketing. (2024). Deciphering the green marketing puzzle: Understanding the interplay of green marketing strategic orientation, attitude towards green marketing, brand integrity, and purchase intention. 14(4), 210-229.
- Putri, D. A., Nurhayati, N., & Firdaus, F. (2024). The Influence of Social Media Marketing and Brand Awareness on Purchasing Decisions with Brand Image as a Mediating Variable in Kopi Kenangan. Paper presented at the Economics and Business International Conference Proceeding.
- Ramli, Y., Permana, D., Soelton, M., Hariani, S., & Syah, T. Y. R. J. M. J. I. M. (2020). The implication of green marketing that influence the customer awareness towards their purchase decision. 10(3), 327356.
- Rao, P., la O'Castillo, O., Intal Jr, P. S., & Sajid, A. J. J. o. c. p. (2006). Environmental indicators for small and medium enterprises in the Philippines: An empirical research. 14(5), 505-515.
- Resmawa, I. N., Agrina, C. R., Akbarina, F., Suratman, S., Nurdin, N., & Munir, A. R. J. J. I. E. (2024). THE INFLUENCE OF PRODUCT UNIQUENESS ON PURCHASING DECISIONS WITH BRAND AMBASSADOR AS A MODERATING VARIABLE. 8(3).
- Roosdhani, M. R., Arifin, S., Ali, A., & Komariyatin, N. J. J. M. d. I. (2024). The Digital Route: Social Media Marketing Activies Impact on Bus Service Purchase Behavior. 7(2), 68-82.
- Rosário, A. T., Lopes, P. R., & Rosário, F. S. (2023). The Digital Marketing for Sustainable Development. Preprints.org. doi:10.20944/preprints202307.0330.v1
- Santra, I., Batu, K., & Sampe, F. J. M. S. L. (2021). Export entrepreneurship and green product uniqueness orientation on export performance of Indonesian small and medium enterprises. 11(2), 587-594.
- Sembiring, R. J. J. J. o. S. S. (2021). The effect green marketing mix on corporate image as well as implication for purchase intention of food and beverages companies in Indonesia. 2(2), 210-222.
- Shabbir, M. S., Bait Ali Sulaiman, M. A., Hasan Al-Kumaim, N., Mahmood, A., & Abbas, M. J. S. (2020). Green marketing approaches and their impact on consumer behavior towards the environment—A study from the UAE. 12(21), 8977.
- Sofia, S., Pala’biran, J., Wijiastuti, R. D., & Jamil, A. J. L. I. J. M. d. S. (2024). Pengaruh Keunikan Produk dan Potongan Harga terhadap Keputusan Pembelian Coffee. 3(1), 1-8.
- Suhaily, L., & Darmoyo, S. J. J. m. (2017). Effect of product quality, perceived priceand brand image on purchase decision mediated by customer trust (study on Japanese brandelectronic product). 21(2), 179-194.
- Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. J. A. S.-E. J. (2022). The effect of social media marketing on the purchase decision of Kooka Coffee Products using brand image as a mediation variable. 22(3), 223-232.
- Utami, F., Wandani, F. T. J. M. S., & Journal, E. (2023). Pengaruh Green Marketing Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Konsumen Produk AMDK Ades di DKI Jakarta). 4(4), 4476-4485.
- Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. J. S. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. 13(1), 189.
- Widodo, A., Yusiana, R., Hidayat, A. M. J. J. o. L., & Development, S. (2024). THE IMPACT OF ATTITUDE AND SOCIAL MEDIA MARKETING ON GREEN PURCHASE INTENTIONS: THE MEDIATING ROLE OF GREEN PRODUCT KNOWLEDGE. 12(4), e3581-e3581.
- Wikantari, M. A. J. I. I. J. o. S. E. (2022). The effect of social media marketing on purchase decisions moderated by product quality. 5(2), 672-686.
- Zhao, Z., Haikel-Elsabeh, M., Baudier, P., Renard, D., & Brem, A. J. I. T. o. E. M. (2021). Need for uniqueness and word of mouth in disruptive innovation adoption: The context of self-quantification. 70(6), 2006-2016.
References
Adaji, I., Oyibo, K., & Vassileva, J. (2018). Consumers’ Need for Uniqueness and the Influence of Persuasive Strategies in E-commerce. Paper presented at the Persuasive Technology: 13th International Conference, PERSUASIVE 2018, Waterloo, ON, Canada, April 18-19, 2018, Proceedings 13.
Al Hamdany, M. S. N. J. N. J. E., Manajemen dan Akuntansi. (2023). MEMAHAMI BRAND EQUITY BERDASARKAN SOCIAL MEDIA MARKETING: PERAN PERCEIVED UNIQUENESS DAN BRAND EXPERIENCE. 1(4), 25-37.
Amoako, G. K., Dzogbenuku, R. K., Doe, J., Adjaison, G. K. J. M. I., & Planning. (2022). Green marketing and the SDGs: emerging market perspective. 40(3), 310-327.
Andrei, A. G., Gazzola, P., Zbuchea, A., & Alexandru, V. A. J. K. (2017). Modeling socially responsible consumption and the need for uniqueness: A PLS-SEM approach. 46(8), 1325-1340.
Aninda, Z. N., Roosdhani, R. J. I. J. o. E., Management, & Accounting. (2024). The Influence of Social Media Marketing on Purchase Decisions: Exploring the Mediating Effects of Promotion and Customer Experience. 1(3), 262-273.
Arifin, S. J. J. I. E. I. (2022). Pengaruh halal green packaging, green halal product, halal green perceived value Terhadap green purchase intention. 8(2), 1411-1424.
Aydin, G. J. I. J. o. M. S. (2016). Authenticity, uniqueness and intention to buy scarce products. 8(2), 59-73.
Bailey, A. A., Mishra, A., & Tiamiyu, M. F. J. J. o. M. C. (2016). Green advertising receptivity: An initial scale development process. 22(3), 327-345.
Chen, X., & Qasim, H. J. J. o. C. B. (2021). Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love. 20(5), 1065-1077.
Chin, C.-H., Chin, C.-L., Wong, W. P.-M. J. J. o. H. M., & Management. (2018). The implementation of green marketing tools in rural tourism: the readiness of tourists? , 27(3), 261-280.
Dapas, C. C., Sitorus, T., Purwanto, E., & Ihalauw, J. J. J. C. (2019). The effect of service quality and website quality of zalora. Com on purchase decision as mediated by purchase intention. 20(169), 87-92.
Ebrahimi, P., Basirat, M., Yousefi, A., Nekmahmud, M., Gholampour, A., Fekete-Farkas, M. J. B. D., & Computing, C. (2022). Social networks marketing and consumer purchase behavior: the combination of SEM and unsupervised machine learning approaches. 6(2), 35.
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? Paper presented at the E3S web of conferences.
Geric, I., Dobrinic, D. J. E., & Proceedings, S. D. B. o. (2020). THE INFLUENCE OF PERCEIVED SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND LOYALTY–SEM APPROACH. 339-350.
Ginting, R. A., Angelia, A., Salsabila, T., Damero, S., Primananda, R., & Setyo, K. J. J. I. M. (2023). Pengaruh Green Marketing, Inovasi Produk dan Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus: PT Unilever Indonesia Tbk). 1(4), 986-992.
Groening, C., Sarkis, J., & Zhu, Q. J. J. o. c. p. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. 172, 1848-1866.
Hafez, M. J. I. J. o. B. M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. 39(7), 1353-1376.
Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. J. J. Q. I. P. (2018). The effect of e-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. 22(2), 112-127.
Harpe, S. E. J. C. i. p. t., & learning. (2015). How to analyze Likert and other rating scale data. 7(6), 836-850.
Hastuti, H., Zakaria, Z., & Suratini, S. (2023). Pengaruh Keunikan Produk terhadap Keputusan Pembelian yang di Mediasi oleh Keunggulan Bersaing: Studi pada Pengguna Motor Honda Merek Scoopy di Kota Jayapura. Paper presented at the Prosiding Seminar Nasional Forum Manajemen Indonesia-e-ISSN 3026-4499.
Hwang, J., Hyun, S. S. J. J. o. T., & Marketing, T. (2017). First-class airline travelers’ tendency to seek uniqueness: how does it influence their purchase of expensive tickets? , 34(7), 935-947.
Ibrahim, B., Aljarah, A., & Ababneh, B. J. J. o. P. M. (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. 26(4), 544-568.
Jebarajakirthy, C., Das, M. J. J. o. R., & Services, C. (2021). Uniqueness and luxury: A moderated mediation approach. 60, 102477.
Kang, J.-Y. M., Kim, E. J. I. J. o. F. D., Technology, & Education. (2012). e-Mass customisation apparel shopping: effects of desire for unique consumer products and perceived risk on purchase intentions. 5(2), 91-103.
Khan, E. A., Royhan, P., Rahman, M. A., Rahman, M. M., & Mostafa, A. J. S. (2019). The impact of enviropreneurial orientation on small firms’ business performance: The mediation of green marketing mix and eco-labeling strategies. 12(1), 221.
Kim, A. J., & Ko, E. J. J. o. G. f. m. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. 1(3), 164-171.
Komalasari, F., Christianto, A., Ganiarto, E. J. B., & Organisasi, B. J. I. A. D. (2021). Factors influencing purchase intention in affecting purchase decision: A study of e-commerce customer in Greater Jakarta. 28(1), 1.
Mohd Noor, M. N., Masuod, M. S., Abu Said, A.-M., Kamaruzaman, I. F., & Mustafa, M. A. J. A. S. S. (2016). Understanding consumers and green product purchase decision in Malaysia: A structural equation modeling-partial least square (SEM-PLS) approach. 12(9), 51-64.
Moslehpour, M., Dadvari, A., Nugroho, W., Do, B.-R. J. A. P. J. o. M., & Logistics. (2021). The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. 33(2), 561-583.
Muhamad, A. A., Aransyah, M. F. J. B. I. R., & Institute-Journal, C. (2022). The Effect of Social Media Marketing on Brand Awareness and Brand Image to Increase Intention to Buy (Study on Audia Multibrand Muslimwear). 5(2).
Mukaromah, A. L., Teja, I. G. N. A. E., Anggraini, N. P. N. J. I. J. o. A. B., & Management, I. (2019). The effect of green marketing, brand awareness and price perception on purchase decision. 4(3), 75-83.
Mutmainah, I., Wahidhani, E. H. J. A. J. o. T., & Business. (2024). Examining the Determinant of Purchase Intention and Purchase Decision for Green Product: SEM Analysis. 2(1), 133-147.
Negara, W. P. K. J. J. o. E., & Development. (2024). Social media marketing and purchase decision: Insights from Indonesian MSMEs. 6(2), 476-487.
Nekmahmud, M., & Fekete-Farkas, M. J. S. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. 12(19), 7880.
Pieter, G. M., Massie, J. D., & Saerang, R. T. J. J. E. J. R. E., Manajemen, Bisnis dan Akuntansi. (2021). Exploring the effectiveness of using Tik Tok as a media for promotion: A Case study of youth intention to buy products. 9(4), 11-20.
Pradisti, L., Roosdhani, M. R., Komariyatin, N., & Huda, N. J. J. O. A. S. I. M. (2024). How Social Media Marketing Activities Affect Purchase Intentions And Decisions. 1(2), 67-75.
Putra, A. H. P. K., Mariam, S., Tafsir, M., Rosanti, N. J. I. R. o. M., & Marketing. (2024). Deciphering the green marketing puzzle: Understanding the interplay of green marketing strategic orientation, attitude towards green marketing, brand integrity, and purchase intention. 14(4), 210-229.
Putri, D. A., Nurhayati, N., & Firdaus, F. (2024). The Influence of Social Media Marketing and Brand Awareness on Purchasing Decisions with Brand Image as a Mediating Variable in Kopi Kenangan. Paper presented at the Economics and Business International Conference Proceeding.
Ramli, Y., Permana, D., Soelton, M., Hariani, S., & Syah, T. Y. R. J. M. J. I. M. (2020). The implication of green marketing that influence the customer awareness towards their purchase decision. 10(3), 327356.
Rao, P., la O'Castillo, O., Intal Jr, P. S., & Sajid, A. J. J. o. c. p. (2006). Environmental indicators for small and medium enterprises in the Philippines: An empirical research. 14(5), 505-515.
Resmawa, I. N., Agrina, C. R., Akbarina, F., Suratman, S., Nurdin, N., & Munir, A. R. J. J. I. E. (2024). THE INFLUENCE OF PRODUCT UNIQUENESS ON PURCHASING DECISIONS WITH BRAND AMBASSADOR AS A MODERATING VARIABLE. 8(3).
Roosdhani, M. R., Arifin, S., Ali, A., & Komariyatin, N. J. J. M. d. I. (2024). The Digital Route: Social Media Marketing Activies Impact on Bus Service Purchase Behavior. 7(2), 68-82.
Rosário, A. T., Lopes, P. R., & Rosário, F. S. (2023). The Digital Marketing for Sustainable Development. Preprints.org. doi:10.20944/preprints202307.0330.v1
Santra, I., Batu, K., & Sampe, F. J. M. S. L. (2021). Export entrepreneurship and green product uniqueness orientation on export performance of Indonesian small and medium enterprises. 11(2), 587-594.
Sembiring, R. J. J. J. o. S. S. (2021). The effect green marketing mix on corporate image as well as implication for purchase intention of food and beverages companies in Indonesia. 2(2), 210-222.
Shabbir, M. S., Bait Ali Sulaiman, M. A., Hasan Al-Kumaim, N., Mahmood, A., & Abbas, M. J. S. (2020). Green marketing approaches and their impact on consumer behavior towards the environment—A study from the UAE. 12(21), 8977.
Sofia, S., Pala’biran, J., Wijiastuti, R. D., & Jamil, A. J. L. I. J. M. d. S. (2024). Pengaruh Keunikan Produk dan Potongan Harga terhadap Keputusan Pembelian Coffee. 3(1), 1-8.
Suhaily, L., & Darmoyo, S. J. J. m. (2017). Effect of product quality, perceived priceand brand image on purchase decision mediated by customer trust (study on Japanese brandelectronic product). 21(2), 179-194.
Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. J. A. S.-E. J. (2022). The effect of social media marketing on the purchase decision of Kooka Coffee Products using brand image as a mediation variable. 22(3), 223-232.
Utami, F., Wandani, F. T. J. M. S., & Journal, E. (2023). Pengaruh Green Marketing Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Konsumen Produk AMDK Ades di DKI Jakarta). 4(4), 4476-4485.
Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. J. S. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. 13(1), 189.
Widodo, A., Yusiana, R., Hidayat, A. M. J. J. o. L., & Development, S. (2024). THE IMPACT OF ATTITUDE AND SOCIAL MEDIA MARKETING ON GREEN PURCHASE INTENTIONS: THE MEDIATING ROLE OF GREEN PRODUCT KNOWLEDGE. 12(4), e3581-e3581.
Wikantari, M. A. J. I. I. J. o. S. E. (2022). The effect of social media marketing on purchase decisions moderated by product quality. 5(2), 672-686.
Zhao, Z., Haikel-Elsabeh, M., Baudier, P., Renard, D., & Brem, A. J. I. T. o. E. M. (2021). Need for uniqueness and word of mouth in disruptive innovation adoption: The context of self-quantification. 70(6), 2006-2016.