Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal JAM : Jurnal Aplikasi Manajemen
Yosef Evandro Emantyo
Universitas Ciputra, Indonesia
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
NEGATIVE MARKETING IN THE COSMETICS INDUSTRY: THE EFFECT OF GREENWASHING PERCEPTIONS ON PURCHASE INTENTION THROUGH BRAND IMAGE Christina Whidya Utami; Teofilus Teofilus; Yohannes Somawiharja; Antonius Tanan; Aisyah Salsabila; Yosef Evandro Emantyo; Chia Han Tsai
Jurnal Aplikasi Manajemen Vol 20, No 3 (2022)
Publisher : Faculty of Economics and Business, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2022.020.03.19

Abstract

With the rise of the sustainable lifestyle movement, the Javanese people are becoming more aware of the need to buy environmentally friendly products, especially cosmetics. The facts in the field show that the company's marketing practices do not support the growing trend of buying eco-friendly cosmetics or the number of people who buy them. This study aimed to determine how consumers' views about greenwashing affect the purchase intention for environmentally friendly cosmetics in the Java Island region, with the brand image as a moderator. The methodology of this research is a combination of a descriptive method and a quantitative method. A descriptive technique and a quantitative approach are used to study the relationship and effect of one variable on another. The sampling technique in this study is non-probability sampling with a purposive sampling type. The sample in this study amounted to 110 respondents, and the data analysis used the SPSS program. The results showed that Greenwashing significantly affected the brand image but did not affect the purchase intention, and the brand image did not affect the purchase intention. Moreover, the total effect showed that greenwashing did not affect the purchase intention through the brand image. So this research concludes that a greenwashing phenomenon can easily produce brand image.
Co-Authors Aisyah Salsabila Antonius Tanan Chia Han Tsai Christina Whidya Utami Teofilus Teofilus, Teofilus Yohannes Somawiharja