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Mulyani, Luh Sukma; Stefani Putri Wulandari; Marcellina Layata; Ni Kadek Trisnawati; I Wayan Sumarjaya

Algoritma : Jurnal Matematika, Ilmu pengetahuan Alam, Kebumian dan Angkasa 2025 Asosiasi Riset Ilmu Matematika dan Sains Indonesia

Negative Binomial Regression is a statistical modeling approach used to analyze count data with overdispersion, where the variance exceeds the mean. This study applies the method to examine the influence of weather factors on the daily number of cyclists crossing the Williamsburg Bridge in New York City. The independent variables used in the analysis include maximum temperature, minimum temperature, and precipitation. The dataset was obtained from the NYC Department of Transportation through the Kaggle platform and covers the period from April 1 to April 30, 2016. The analysis began with a Poisson Regression model; however, the presence of overdispersion was identified, indicated by a high AIC value of 8598.19, suggesting that the model was not suitable. The alternative Negative Binomial Regression model was then employed and produced a significantly lower AIC value of 518.77, demonstrating a superior fit. The findings indicate that maximum temperature has a positive effect on the number of cyclists, while precipitation shows a significant negative effect. Conversely, minimum temperature does not exhibit a meaningful influence. These results highlight the importance of considering weather conditions when planning bicycle-based transportation systems and support the development of sustainable mobility strategies in urban environments.

M. Rifki Hernando; M. Ridwansyah; Zainul Bahri

Jurnal Ekonomi dan Pembangunan Indonesia 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Muaro Jambi Regency is one of the main centers of smallholder oil palm plantations that plays an important role in the economy of Jambi Province through its contribution to crude palm oil (CPO) exports and tax revenues. This study aims to analyze farmer characteristics and the effects of land area (X1), plant age (X2), forest and land fire impacts (X3), labor (X4), and fertilizer use (X5) on the production of fresh fruit bunches (FFB) of smallholder oil palm in Kumpeh District. This study used a descriptive quantitative approach with primary data collected through a survey of 139 respondents and analyzed using multiple linear regression with the help of SPSS version 25. The results show that the average characteristics of farmers include an age of 44 years, an average of 2 dependents, land area of 2 hectares, plant age of 10 years, high fire impact scores, labor use of 2 workers, fertilizer use of 1,120 kg, and production of 20,000 kg. The regression results indicate that land area, plant age, and fertilizer use have a significant effect on production, while labor and forest and land fires do not have a significant effect on smallholder oil palm production.

Wardah, Jihan Syalina; Nugroho, David Rizar; Ulya, Enden Darjatul; Mulyono, Mulyono

Jurnal Penelitian Komunikasi dan Sosialisasi 2025 Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

This study aims to analyze the influence of entertainment content consumption on TikTok toward the stress levels of university students. TikTok has become one of the most frequently used social media platforms among young adults, offering entertainment, distraction, and emotional relief. Meanwhile, academic stress is a common issue among students due to heavy coursework, deadlines, and pressure to perform. This research uses a quantitative method with a survey distributed to 100 active university students aged 18–24 who own a TikTok account and consume entertainment content such as comedy, challenges, and viral videos. Data were analyzed using descriptive statistics and simple linear regression. The results show that the overall frequency of using TikTok for entertainment is very high (mean = 4.26), while the level of academic stress also falls into the high category (mean = 4.06). Regression analysis indicates that TikTok entertainment content significantly affects students’ stress levels (p < 0.001). Result found is positive, meaning higher TikTok usage is associated with higher stress. The significance value based on the simple linear regression coefficient table is 0.000 < 0.05, so it can be concluded that the variable Use of TikTok Entertainment Content (X) has an effect on the variable Stress Levels Among Students (Y).

Devita Anugrah Anggraini; Mega Arianti Putri; Fitria Yuliana

Jurnal Siti Rufaidah 2025 PPNI UNIMMAN

Body shaming is the behavior of belittling or commenting negatively on someone's physical appearance, which can lead to psychological effects such as anxiety. This study aims to identify the relationship between body shaming, social media use, and anxiety among adolescents at MTsN Al-Istiqomah Wungu Madiun. The research method used is quantitative with a cross-sectional design. The sample consisted of 60 respondents aged 13 to 15 years, selected using probability sampling techniques. Data were collected using questionnaires on body shaming, social media use, and the Hamilton Anxiety Rating Scale (HARS). Data analysis was conducted using multivariate linear regression testing. The results showed a significant relationship between body shaming and anxiety (p<0.05) and between social media use and anxiety (p<0.05). The conclusion of this study is that body shaming and excessive use of social media can increase anxiety among adolescents. Therefore, it is important to provide education about the negative impacts of body shaming and social media use on adolescent mental health.

Kintan Ulyantiputeri; Kintan Ulyantiputeri; Masruri Masruri; Abdillah Sani

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

This study aims to analyze the effect of training, motivation, and work environment on employee productivity at PT. Angkasa Pura Indonesia (Persero), Soekarno-Hatta International Airport. In the increasingly competitive aviation industry, improving human resources is essential to support company performance. The research employed a quantitative method with an associative approach. The sample consisted of employees selected using simple random sampling. The research instrument was a questionnaire tested for validity and reliability, and the data were analyzed using multiple linear regression. The results show that training, motivation, and work environment have a positive and significant effect on employee productivity, both partially and simultaneously. These findings indicate that better training programs, higher work motivation, and a more conducive work environment lead to improved employee productivity. The practical implication highlights the importance for management to strengthen continuous training programs, establish effective reward and incentive systems, and create a healthy work atmosphere. This study is expected to serve as a reference for PT. Angkasa Pura Indonesia (Persero) and other companies in the same sector in formulating human resource development strategies to enhance competitiveness

Ilham Alfa Fauzan; Ilham Alfa Fauzan; Djoko Kristianto

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

This study aims to analyze the effect of accountability, transparency, community participation, and village apparatus competence on the effectiveness of village fund management in Sidodadi Village, Masaran District, Sragen Regency. This research employed a quantitative approach using questionnaires as the data collection instrument. The population in this study consisted of the residents of Sidodadi Village, with a total sample of 85 respondents determined through a sampling method. Data were analyzed using validity tests, reliability tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²). The results indicate that accountability, transparency, community participation, and village apparatus competence have a positive and significant effect on the effectiveness of village fund management. Simultaneously, the four independent variables contribute 64% to the effectiveness of village fund management, while the remaining percentage is influenced by other factors not included in this study

Maharani, Maharani; Endaryati, Eni; Kusumo, Haryo; Rokhman, Nur

KOMPAK : Jurnal Ilmiah Komputerisasi Akuntansi 2025 Universitas Sains dan Teknologi Komputer

This study aims to analyze the effect of taxpayer compliance and taxpayer awareness on the obligation to pay individual income taxes in Tasikmadu District. Taxes are the primary source of state revenue; therefore, compliance and awareness play a crucial role in optimizing tax collection. However, the compliance level of individual taxpayers in Tasikmadu District remains suboptimal, as many taxpayers have not fulfilled their obligations accurately and on time. This research employed a quantitative approach with a survey method. The population consisted of individual taxpayers registered in Tasikmadu District, and a total of 400 respondents were selected using Slovin’s formula. Data were collected through questionnaires with a Likert scale and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of statistical software. The results indicate that taxpayer compliance has a positive and significant effect on the obligation to pay taxes. Taxpayer awareness also shows a positive and significant effect. Simultaneously, compliance and awareness significantly influence individual tax obligations in Tasikmadu District. The adjusted R² value of 0.420 demonstrates that these two variables explain 42.0% of the variation in tax obligations, while the remaining 58.0% is influenced by other factors not examined in this study. Based on these findings, it is recommended that the Directorate General of Taxes improve tax education and socialization programs, as well as expand the use of technology-based tax services to strengthen taxpayer compliance and awareness. Strengthening these aspects is expected to enhance tax revenue optimization and support sustainable national development.

Hadi, Dita Eka Putri; Prayogonegoro, Prabu Nurdin; Sudarmiatin, Sudarmiatin; Wijijayanti, Trisetia

International Journal of Management Science and Entrepreneurship 2025 International Forum of Researchers and Lecturers

Balikpapan City, as one of the economic centers in East Kalimantan, plays an important role in the development of Micro, Small, and Medium Enterprises (MSMEs). The Goetji, as one of the MSMEs engaged in the beverage industry, faces significant challenges and opportunities in improving its performance and competitiveness. This study aims to analyze the influence of employee work motivation, corporate culture, and corporate atmosphere on business production and economic growth in Balikpapan City. The research method used is a quantitative approach with statistical analysis to measure the relationship between the variables studied. Data was collected through a survey involving The Goetji employees and analyzed using regression analysis to identify the significance of each factor's influence. The results show that employee motivation has a significant effect on the development of The Goetji SMEs, with a significance value of 0.000, indicating a strong relationship. In addition, a positive corporate culture and a supportive corporate atmosphere also contribute to increased productivity and product quality. This positive impact is not only seen in The Goetji's internal performance but also contributes to local economic growth by creating jobs and increasing regional income. This study concludes that strengthening work motivation and a positive corporate culture are key to improving the performance of MSMEs, which in turn contributes to the economic growth of Balikpapan City. Recommendations are provided to continue developing strategies that support these two aspects in order to achieve greater sustainability and growth

Faridah Hanum Rajagukguk; Nurmaini Nurmaini; Taufik Ashar

International Journal of Health and Medicine 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

Acute Respiratory Infections (ARI) in the working area of Mulyorejo Public Health Center, where an aluminum factory is located, rank first among the ten most common diseases. This study aims to analyze the influence of sociodemographic characteristics and PM2.5 exposure on ARI complaints in the aluminum factory area of Payageli Village, Deli Serdang Regency. The cross-sectional observational study involved 160 housewives living within a radius of 10–1500 meters from the factory’s chimney. The analysis included univariate, bivariate, and multivariate methods. Results showed that 58.1% of respondents experienced ARI symptoms in the past month. The average ambient (outdoor) PM2.5 concentration measured from three sampling points was 12.3 µg/m³, which did not exceed the WHO standard (<15 µg/m³). The highest concentration was recorded in the southern direction (15.5 µg/m³). Bivariate analysis indicated that education (p = 0.010), direction of house location (p = 0.001), and indoor PM2.5 concentration (p = 0.006) were significantly associated with ARI. Multivariate logistic regression analysis showed that the most dominant factor influencing ARI was indoor PM2.5 concentration (p = 0.039), followed by education (p = 0.013) and direction of house location (p = 0.001). This study provides a scientific basis for air quality control and housing environment improvement to reduce the risk of environmentally related diseases in industrial zones.

Suhartini, Ade; Budiman, Budiman; Hendarsyah, Decky; Junery, Muhammad Fadhil

Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the influence of internal control systems and transparency on the accountability of village financial management. This type of research is quantitative and descriptive, using primary and secondary data. Data were collected using questionnaires and literature studies. The population was the Tanjung Datuk community and village officials, Siak Kecil sub-district, Bengkalis district, Riau. The sampling technique used was accidental sampling, with Yamane sample measurements, so the number of samples obtained was 237 people. The data analysis technique used multiple linear regressions with validity, reliability, classical assumptions and hypothesis testing using SPSS software. The results of this study indicate that the internal control system has a positive effect on the accountability of village financial management. However, transparency does not affect the accountability of village financial management. This study provides theoretical implications, especially in completing the theory regarding the influence of the internal control system on accountability and support for the theory of stewardship and legitimacy. This study can then be a reference for the village government in maintaining and improving the accountability of village financial management in implementing the internal control system.

Putri Mustika Anggraeny; Suryari Purnama

Jurnal Manajemen Kewirausahaan dan Teknologi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

In an era of increasingly intense business competition, an organization's success heavily depends on the quality of individual performance within it. Achieving optimal performance becomes key in realizing organizational goals. In the golf industry, the role of service staff, particularly caddies, is vital as the frontline service that directly interacts with customers. This ongoing research aims to analyze the influence of performance management systems on employee performance of golf caddies at Senayan golf Club. Using a quantitative approach, this research involved 167 respondents and employed multiple regression analysis. The research results show that goal setting, performance feedback, performance assessment, and rewards have a significant positive effect on employee performance, while training has a positive but low significant effect. Meanwhile, the simultaneous influence of independent variables positively affects employee performance. The implications of this research demonstrate the importance of developing a comprehensive performance management system focusing on goal setting, feedback, performance assessment, training, and effective reward systems

Ahmad Sarbani; Endang Asliana; Sahilly Dzulhasni

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to see whether financial distress, leverage, and profitability affect accounting conservatism in manufacturing companies in the food and beverage subsector listed on the IDX for the 2021–2024 period. The independent variables used are financial distress, leverage, and profitability, while the bound variables are accounting conservatism. Data processing was carried out using the SPSS version 26 program with multiple linear regression methods. Sampling used purposive sampling techniques with certain criteria so that 63 companies were obtained as a sample for four years of observation (2021–2024). Of the total 252 financial statement data, after the deletion of outlier data, the number of data used became 183. The results of the study show that simultaneously financial distress, leverage, and profitability affect accounting conservatism. Partially, these three variables also have a positive effect on accounting conservatism. In addition, these findings indicate that companies with financial pressures and certain levels of financial management tend to apply higher prudential principles in the preparation of their financial statements.

Luthfiyah Luthfiyah; Dewi Riza Lisvi Vahlevi

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Poverty is one of the most difficult economic problems to solve. This problem occurs in all countries. Among the causes of poverty are poor human resources, a low quality of life, a rising unemployment rate, and a decrease in job availability each year, as well as wages that do not match living costs. This is not only due to low human resources; the government also plays a crucial role in this issue. The poverty rate is unavoidable, so an appropriate solution is needed to address this issue. One step to reducing poverty is to analyze which economic instruments can be optimized, especially in the Sidoarjo region. The poverty rate in Sidoarjo is quite high. The open unemployment rate in Sidoarjo ranks third in East Java province. Therefore, the author was interested in conducting this research. This study aims to determine the effect of the distribution of zakat, infaq, and alms (ZIS) funds, GRDP, and open unemployment on the poverty rate in Sidoarjo in 2013-2023. This study uses a quantitative method with multiple linear regression analysis. The data processing tool used is SPSS. The results of the T test indicate that the distribution of ZIS funds has a significant effect on the poverty rate, while GRDP and open unemployment do not have a significant effect on the poverty rate partially. The F test shows that the distribution of ZIS funds, inflation, and GDP have a significant effect on the poverty rate simultaneously in the period 2013-2023. The limitation of this study is the use of variables that affect the poverty rate, so that future researchers can add or change these variables with other variables related to poverty.

Lumentut, Devie Mathilda; Masira, Anamawalda Putri; Runtukahu, Oktafiane

Jurnal Manajemen Bisnis Era Digital 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

In the increasingly developing digital era, the role of influencers on social media has become increasingly significant in influencing consumer behavior and their purchasing intentions. This study aims to quantitatively analyze the relationship between the presence of influencers on social media and consumer purchasing intentions. This research aims to determine how influencers and social media (TikTok) influence the purchasing intentions of Wardah products among female students of STBM Dua Sudara Bitung. This research uses a descriptive quantitative research design. The sample in this study was 77 respondents with a purposive sampling method. In addition, multiple linear regression analysis shows that factors such as age and gender can moderate the relationship between the presence of influencers on social media and purchasing intentions. For example, the millennial generation may be more likely to be influenced by influencers in their purchasing decisions compared to older generations. The data of this study were analyzed using the SPSS program. After the data was tested using a correlation test, the findings in this study obtained a value of 0.717. Then the value in the determination test was 0.000>0.05, which means there is a significant relationship. Furthermore, the results of the simple linear regression test showed that the calculated t-value was greater than the table t-value, indicating significant significance. This means that influencers and social media (TikTok) have a strong influence on Wardah product purchase intention among female students at STBM Dua Sudara Bitung.

Nadila Meilia Nurrohmah; Nadila Meilia Nurrohmah; Fadjar Harimurti

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

This study aims to determine the influence of knowledge, awareness, and utilization of information technology on individual taxpayer compliance in KP2KP Sragen. The hypothesis of this study is that knowledge, awareness, and utilization of information technology have a positive effect on individual taxpayer compliance. This study uses a survey method conducted on individual taxpayers in Sragen Regency. This type of research uses quantitative data used in this study from the results of questionnaire data which are then processed using the SPSS application. The data source is primary data. The sampling technique in this study uses the convenience sampling method with 100 taxpayers as respondents. The data analysis technique uses multiple linear regression analysis. The results of this study indicate that the results of the X1 t-test are negative and not proven true. The X2 t-test has a significant positive effect and is proven true. X3 has a significant negative effect and is not proven true. The F test shows a significant influence simultaneously. The results of the coefficient of determination mean that the contribution of the influence of the independent variable is 25.7% while the remaining 74.3% is explained by other variables besides the independent variables studied by the author, for example Tax Sanctions, Taxpayer Income, Tax Socialization, and Patriotism

Yogatama, Ahmad Nizar

Jurnal Penelitian Manajemen dan Inovasi Riset 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The rapid advancement of smartphone technology has shaped consumer buying behavior, especially among students who depend on these devices for learning and social interaction. This research examines how product features and price perceptions influence students’ decisions to purchase Oppo smartphones in Malang City. Using a quantitative research design, data were obtained through questionnaires distributed to 428 respondents and processed using multiple linear regression analysis. The findings indicate that both product features and perceived price positively and significantly affect purchasing decisions, with product features demonstrating a more dominant role. The proposed model accounts for 66.2% of the variance in purchase decisions, suggesting that these two factors play a substantial part in shaping consumer choices. The results highlight the need for manufacturers like Oppo to focus on continuous feature improvements and maintain competitive pricing to strengthen market appeal. It is also suggested that future studies integrate additional variables such as brand image, marketing promotions, or user experience to offer a broader and more in-depth explanation of the determinants influencing smartphone purchase behavior.

Karolus Wulla Rato; Katarina Yunita Riti; Gergorius Kopong Pati

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

 This study aims to analyze the influence of community-based tourism innovation and community participation on tourism sustainability in Sumba Barat Daya, Indonesia. Employing a quantitative survey design, the research involved [number of respondents] local tourism actors. Data were analyzed using multiple linear regression to examine the effect of both independent variables on the dependent variable of tourism sustainability. The results reveal that both community-based tourism innovation and community participation have a positive and significant impact on tourism sustainability (R² = 0.586). Community-based tourism innovation emerges as the most dominant factor with a coefficient of 0.420 (p < 0.001), while community participation shows a coefficient of 0.315 (p < 0.001). These findings affirm that the development of sustainable tourism relies not only on the level of community participation but also on the capacity of local communities to innovate in managing tourism destinations. The novelty of this study lies in integrating the dimensions of innovation and participation within the context of community-based tourism in Eastern Indonesia, thereby enriching the literature on Community-Based Tourism (CBT) and providing a foundation for policymakers to formulate strategies for sustainable tourism development. The recommendations include strengthening community innovation capacity, enhancing participatory mechanisms, and fostering cross-sectoral synergy to support the achievement of the Sustainable Development Goals (SDGs), particularly SDG 1, SDG 8, SDG 11, and SDG 12.

M. Agung Rahmadi; Luthfiah Mawar; Liza Adilia Pury; Naura Aqilah Rizal; Wilda Simangunsong +3 more

Antigen : Jurnal Kesehatan Masyarakat dan Ilmu Gizi 2025 LPPM STIKES KESETIAKAWANAN SOSIAL INDONESIA

This meta-analysis provides an in-depth examination of the effectiveness of community-based interventions in alleviating collective trauma experienced by populations in conflict zones of the Middle East, compiling 47 empirical studies (N = 12,483) published between 2000 and 2023. The synthesis indicates a significant impact of community-based interventions on reducing PTSD symptoms, with a substantial effect size (d = 0.82, 95% CI [0.76, 0.88], p < .001) and moderate heterogeneity (I² = 68%), reflecting inter-study variation yet remaining within interpretable bounds. Among the strategies analysed, community psychosocial support programs demonstrated the most pronounced effectiveness (β = 0.74, p < .001), followed by collective narrative therapy (β = 0.68, p < .001) and family-based rehabilitation interventions (β = 0.59, p < .001), all underscoring the relevance of approaches rooted in social networks and interpersonal relations. Moderator analyses revealed that longer program duration, particularly interventions spanning at least 6 months (β = 0.71, p < .001), and active engagement of local leaders (β = 0.65, p < .001) were critical determinants of intervention success. Furthermore, meta-regression findings indicated a strong and consistent correlation between the intensity of community involvement and reductions in collective trauma symptoms (R² = 0.73, p < .001), highlighting that social participation is not merely complementary but constitutes the foundation of program efficacy. In the researchers' view, these findings extend the contributions of prior studies by Hassan et al. (2016) and Morrison & Marrison (2024) by affirming the central role of local wisdom in trauma recovery processes, while offering a conceptual contribution in the form of an integrative framework that merges psychosocial interventions with community cultural values. Consequently, these results provide not only an empirical basis for developing more effective trauma-healing programs in Middle Eastern conflict zones but also underscore the urgency of contextual adaptation to ensure that interventions meet the most essential needs of affected populations.

Wiyono, Wujud

Engineering and Maritime Technology Journal (Engment) 2025 Deptek Prodi Teknik Mesin Kapal Perang Akademi Angkatan Laut

This study aims to analyze the transformation of the educational pattern at the Indonesian Naval Academy (AAL) from a four-year to a three-year system and its impact on graduate competencies and operational readiness. This educational system change responds to budget efficiency needs and accelerated officer formation filling, yet raises questions about the new system's ability to maintain the quality of officer education. The research employs a mixed methods approach with a concurrent embedded design, involving 250 respondents comprising graduates from both educational systems, AAL instructors, and unit commanders receiving graduates. Quantitative data were collected through structured questionnaires and analyzed using descriptive and inferential statistics (independent sample t-test and regression), while qualitative data were obtained through in-depth interviews, observations, and document studies analyzed using thematic analysis. Results indicate no significant difference in overall Grade Point Average (GPA) between the two groups (p=0.470), but significant differences in competency patterns emerged: four-year system graduates excelled in theoretical competencies (p=0.001), while three-year system graduates excelled in practical competencies (p=0.003). Operational readiness evaluation shows that four-year system graduates obtained higher scores (82.5) compared to three-year system graduates (78.3), with significant differences (p=0.012), particularly in strategic leadership and complex decision-making aspects. Qualitative analysis identified five major themes: high learning time pressure, orientation shift from comprehensive to pragmatic, gaps in character formation and corps values, concerns about theoretical understanding depth, and need for more intensive post-graduation mentoring programs. This study concludes that educational time compression successfully increased operational efficiency but involved trade-offs in learning depth and professional maturity. To optimize the three-year educational system, a comprehensive approach is required, including curriculum revision with integrated learning methods, utilization of modern learning technology, strengthening of leadership development programs, and development of continuous professional mentoring systems. The recommendations of this research are expected to provide input for AAL and the Indonesian Navy in refining the officer education system to produce officers who are not only technically competent but also mature in leadership and strong in character.

Sri Mulyeni; Rian Sopian

Jurnal Manajemen Bisnis Era Digital 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This research was conducted on consumers of Ultra Milk UHT milk in Pameungpeuk District, Bandung Regency. The focus of this study is to determine the influence of green marketing and brand image on purchasing decisions, both gradually and partially. This study will use descriptive and associative methods. In this study, the unit of analysis is the individual, namely consumers of Ultra Milk UHT milk in Pameungpeuk District, Bandung Regency. The sample in this study was 150 respondents. Sampling was collected using certain considerations or criteria. The sampling method used in this study was multiple linear regression analysis. In addition, the validity and reliability of the research instrument based on research findings showed that variables were partially and simultaneously influenced by green marketing and brand image on the dependent variable (purchase decisions). The influence of green marketing on purchasing decisions was 24.62%, while the influence of brand image on purchasing decisions was 59%. The influence of green marketing and brand image on purchasing decisions was 83.8%.