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Pengaruh Green Product terhadap Purchase Decision dengan Brand Image dan Perceived Value sebagai Variabel Mediasi
Adellia Permana Sari
; Asep Supriadi
; Hayati Nufus
JUMBIWIRA: Jurnal Ilmiah Manajemen Bisnis Dan Kewirausahaan
Vol 4
, No 2
(2025)
This study intends to analyze the impact of Green Product Purchase Decision, by considering the role of Brand Image and Perceived Value as mediating variables, which are studied on consumers of Ades branded bottled mineral water products in Tangerang Regency. This study applies a quantitative approach, with instruments in collecting data carried out through the distribution of questionnaires and searching for related literature. The population studied was Ades AMDK consumers living in Tangerang...
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Pengaruh Content Marketing terhadap Purchase Decision Dimediasi Brand Trust dan Customer Engagement
Amisha Nurfitriyani
; Asep Supriadi
; Hayati Nupus
GEMILANG: Jurnal Manajemen dan Akuntansi
Vol 5
, No 3
(2025)
The purpose of this study is to examine how content marketing affects customers' decisions to buy Kulo Coffee products, taking into account the mediating effects of customer engagement and brand trust. This study employed a quantitative approach using a descriptive methodology. Questionnaires and a review of the literature were used to gather data. Coffee drinkers in Tangerang Regency made up the study's population, and 140 respondents were selected through the use of purposive selection and sam...
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