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Kurniawan, Yohanes Jhony
STMA TRISAKTI DKI Jakarta
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Journal : Ganaya: Jurnal Ilmu Sosial dan Humaniora

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Green Online Retailer Towards Brand Sustainability Edwin Joyo Hutomo; Yud Buana; Yohanes Jhony Kurniawan
Ganaya : Jurnal Ilmu Sosial dan Humaniora Vol 4 No 3 (2021)
Publisher : Jayapangus Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37329/ganaya.v4i2.1427

Abstract

The shift in shopping methods from physical (offline) stores to virtual (online) stores has crystallized even more. Gradually the shift allows consumers to feel easy and comfortable in respect to buying products by online methods. This earliness paradigm shift becomes interesting if it becomes a topic of the research regarding the possibility of its sustainability in the triple bottom line. The clarity of the consumer's perspective on brand sustainability in terms of the main three pillars is being tested to clarify the roots of the paradigm by becoming a hypothesis in this research. The hypothesis was tested using Structural Equation Modeling on the answers of 278 respondents to identify the significant path. The findings are quite surprising so that entrepreneurs require to put forward the sustainability side of their brand. Future research should be aimed at adding more detailed factors related to the need for the process of achieving sustainability.
Co-Authors Abdullah Umar Agnes Soukotta Audisty Prana Hardayu Buana, Yud C. Nike Septivani Cakranegara, Pandu Adi Danang Wijayanto Wijayanto Donny Dharmawan Dotty Wimpertiwi Dotty Wimpertiwi Edwin Joyo Hutomo Edwin Joyo Hutomo Fanny Novika Frans Sudirjo Hariyatno Hariyatno Hariyatno Hariyatno Hariyatno Heppy Julianto Heppy Julianto Holil Padli Hutomo, Edwin Joyo I Made Indra P. Isanawikrama Isanawikrama Isanawikrama Isanawikrama Isanawikrama, Isanawikrama Ita Nurcholifah Nugroho J. Setiadi Putra, Okta P Bayu Rianda Hanis Siti Paramadita Suhartono