Predictors of Purchase Decision: The Combined Effects of Business Sustainability Support and Purchase Intention
Abstract
This study investigates the effects of business sustainability support (Customer Relationship Management (CRM), Brand Equity, and Corporate Social Responsibility (CSR)) on purchasing decisions, with Purchase Intention serving as a mediating variable, among Tupperware consumers. In the face of intense competition within the plastic-based household goods industry, Tupperware has encountered declining sales, prompting the necessity for innovation and effective marketing strategies. Employing a causal quantitative approach, this study engaged 80 Tupperware consumer respondents and utilized the Structural Equation Model (SEM) for data analysis, employing the Smart PLS 3.0 program. The findings revealed that Brand Equity and CSR exert a positive and significant influence on purchasing decisions, while CRM did not exhibit significance. Furthermore, Purchase Intention was found to mediate the positive impact of CRM, Brand Equity, and CSR on purchasing decisions.
References
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Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management. Person Education.
Kraus, S., Cane, M., & Ribeiro-Soriano, D. (2022). Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR. Economic Research-Ekonomska Istrazivanja, 35(1), 584–601. https://doi.org/10.1080/1331677X.2021.1970605
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Machmuddah, Z., Sari, D. W., & Utomo, S. D. (2020). Corporate social responsibility, profitability and firm value: Evidence from Indonesia. Journal of Asian Finance, Economics and Business, 7(9), 631–638. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.631
Mahendra, D. F., Kriestian, A., & Nugraha, N. A. (2021). Green Marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 28–38.
Mahyarni. (2019). Theori TRA Behavior(Sebuah Kajian Historis tentang Perilaku). Jurnal El- Rizasah, 4(1), 13.
Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z's Perception of Social Media Marketing Effectiveness on the Festival's Branding: The Mediating Effect of Brand Gestalt. Asia-Pacific Social Science Review, 21(3).
Mandagi, D. W., Centeno, D. D.. & Indrajit (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.
Maulana, A., Satrio, D., Hasibuan, A., Nasution, S. P., Munte, R. N., Hutabarat, M. L. P., ... & Syukriah, E. A. (2023). Manajemen Bisnis Digital dan E-Commerce. Yayasan Kita Menulis.
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Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Suryaningsih, D. (2022). Customer Relationship Management PT Agrapana Wukir Panca. Journal Research of Social, Science, Economics, and Management, 1(11), 1851–1857. https://doi.org/10.36418/jrssem.v1i11.197
Syanai, K., Aninda Safitri, W., Panorama, M., & Trisky, Y. (2022). Pengaruh ecological marketing dan corporate social responsibility terhadap grade image pada produk Tupperware. Siwayang Journal: Publikasi Ilmiah Bidang Pariwisata, Kebudayaan, Dan Antropologi, 1(2), 51–66. https://doi.org/10.54443/siwayang.v1i2.137
Toding, J. S., & Mandagi, D. W. (2022). Dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 9(3), 1167-1185.
Wantah, A. M., & Mandagi, D. W. (2024). Social Media Marketing and Fast-Food Restaurant Brand Loyalty: The Mediating Role of Brand Gestalt. Jurnal Informatika Ekonomi Bisnis, 337-343.
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 8.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351-369.
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359-371.
Abdillah, J., Willy, & Hartomo. (2015). Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis. ANDI.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior And Human Decision Processes, 50(2), 179–211.
Andili, Z. (2022). Pengaruh brand equity terhadap keputusan pembelian dengan kepuasan konsumen sebagai variabel moderasi pada Dealer PT. Hasjrat Toyota di kota Ternate. Eqien Jurnal Ekonomi dan Bisnis, 11(1), 746–756.
Angkouw, P. J. P., & Rumokoy, F. S. (2016). Analysis of consumer behavior on purchase intention of counterfeit shoes in Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1), 1126–1136.
Aritopan, M., & Yokanan, R. T. (2022). Analisis pengaruh brand equity terhadap purchase decision wifi Indihome di Sleman. Jurnal Bisnis, Manajemen, Dan Teknososiopreneur, 1(1), 16–24. https://doi.org/10.31326/bimtek.v1i1.1215
Banjarnahor, A. R., Taruna, M. S., Faried, A. I., Suryani, W., Hutama, N. A., Sondakh, D. E., ... & Simarmata, J. (2023). Ekonomi Digital: Transformasi Bisnis di Era Digital. Yayasan Kita Menulis.
Bao, Y., Cheng, X., & Zarifis, A. (2021). Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce. Journal of Global Information Management, 30(2), 1–20. https://doi.org/10.4018/jgim.20220301.oa7
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model keputusan pembelian melalui kepuasan konsumen pada marketplace: kualitas produk dan kualitas pelayanan (literature review manajemen pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224. https://doi.org/10.38035/jmpis.v3i1.867
Creasey, D. (2015). Corporate responsibility: You can’t afford to ignore it. Governance Directions, 67(3), 161–163.
Dyantina, O., Afrina, M., & Ibrahim, A. (2019). Penerapan Aplikasi CRM (Customer Relationship Management) Berbasis Web Dalam Bidang Jasa. Jurnal Sistem Informasi (JSI), 4(2), 516–529.
Evi, Tontowi, Imas, & M. (2020). Pengaruh Brand Equity Terhadap Keputusan Pembelian. JMK (Jurnal Manajemen Dan Kewirausahaan), 5(2), 79. https://doi.org/10.32503/jmk.v5i2.1000
Firdaus, & Zamzam, F. (2018). Aplikasi Metodologi Penelitian. Budi Utama.
Fitriana, D., & Yulianti, I. (2016). Pengaruh brand image terhadap purchase intention. Brawijaya Knowledge Garden, 1(2), 51–64.
Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program (IBM.SPSS). Universitas Diponegoro.
Gunawan, F. A., & Dharmayanti, D. (2014). Analisis pengaruh iklan televisi dan endorser terhadap purchase intention Pond’S Men Dengan brand awareness sebagai variabel intervening. Jurnal Manajemen Pemasaran Petra, 2(1), 1–14.
Hanjani, G. A., & Widodo, A. (2019). Consumer purchase intention. Journal of Secretary and Business Administration, 3(1), 39. https://doi.org/10.31104/jsab.v3i1.90
Hasibuan, A., Muliatie, Y. E., Khairad, F., St Amina, H. U., Purba, B., Siagian, E. M., ... & Fajrillah, F. (2023). Teori Ilmu Manajemen. Yayasan Kita Menulis.
Howard, J. A. (1994). Buyer Behavior in Marketing Strategy. Prentice Hall International.
Hutabarat, M. L. P., Simanjuntak, M., Sudarso, A., Dewi, I. K., Mandagi, D. W., Banjarnahor, A. R., ... & Maemunah, S. (2024). Strategi Pemasaran Mutakhir: Mengintegrasikan Teori dan Praktik. Yayasan Kita Menulis.
Isma, A., Sahir, S. H., Mandagi, D. W., Inti, R. W., Rahmawati, I., Siagian, E. M., ... & Sudarmanto, E. (2024). Metode Penelitian untuk Bisnis. Yayasan Kita Menulis.
Johanis, A., Palandeng, I., Rogi, M., Johanis, A. A., Palandeng, I. D., Rogi, M. H., & Ekonomi Dan Bisnis Jurusan Manajemen, F. (2023). Pengaruh green marketing dan corporate social responsibility terhadap keputusan pembelian konsumen pada The Body Shop Manado Town Square. Jurnal EMBA, 11(4), 122–131.
Kainde, S. J., & Mandagi, D. W. (2023). From likes to loyalty: the interplay of social media marketing in shaping education institution brand attitude and loyalty. Jurnal Ekonomi, 12(02), 465-475.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management. Person Education.
Kraus, S., Cane, M., & Ribeiro-Soriano, D. (2022). Does doing good do well? An investigation into the relationship between consumer buying behavior and CSR. Economic Research-Ekonomska Istrazivanja, 35(1), 584–601. https://doi.org/10.1080/1331677X.2021.1970605
Kumar, & Reinartz. (2012). The Customer Relationship Management: Concept And Strategy. Spinger.
Landeng, R. J. G., Mandeny, S. L., Mandagie, Y., Akuntansi, J., Ekonomi, F., Ratulangi, U. S., & Unsrat, J. K. (2023). The Influence of Taste , Price Perception and Customer Relationship Management on the Purchase Decision of Boba. Jurnal LPPM Bidang EkoSosBudKum (Ekonomi, Sosial, Budaya, Dan Hukum, 7(4), 315–324.
Langitan, Jentelino Silvester, Elannemay Rondo, and Deske W. Mandagi. "The Interplay of Brand Gestalt, Word-of-mouth and Revisit Intention in the F&B Sector." Jurnal Informatika Ekonomi Bisnis (2024): 350-358.
Machmuddah, Z., Sari, D. W., & Utomo, S. D. (2020). Corporate social responsibility, profitability and firm value: Evidence from Indonesia. Journal of Asian Finance, Economics and Business, 7(9), 631–638. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.631
Mahendra, D. F., Kriestian, A., & Nugraha, N. A. (2021). Green Marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 28–38.
Mahyarni. (2019). Theori TRA Behavior(Sebuah Kajian Historis tentang Perilaku). Jurnal El- Rizasah, 4(1), 13.
Mandagi, D. W., & Aseng, A. C. (2021). Millennials and Gen Z's Perception of Social Media Marketing Effectiveness on the Festival's Branding: The Mediating Effect of Brand Gestalt. Asia-Pacific Social Science Review, 21(3).
Mandagi, D. W., Centeno, D. D.. & Indrajit (2021). Brand gestalt scale development and validation: A takeoff from tourism destination branding. Journal of Destination Marketing & Management, 19, 100539.
Maulana, A., Satrio, D., Hasibuan, A., Nasution, S. P., Munte, R. N., Hutabarat, M. L. P., ... & Syukriah, E. A. (2023). Manajemen Bisnis Digital dan E-Commerce. Yayasan Kita Menulis.
McCarthy, E., & Perreault, W. (2013). Basic Marketing A Global-Managerial Approach. In Mc Graw Hill.
Munte, R. N., Indrajit, I., Lelengboto, A. L., Ayla, S., Pandeirot, L. B., Mistriani, N., ... & Sudarmanto, E. (2024). Bisnis dan Ekonomi Kreatif. Yayasan Kita Menulis.
Prasetio, A., Siregar, P. A., Lengkong, O. H., Hutama, N. A., Damanik, J. B., Solikahan, E. Z., ... & Susanto, C. (2023). E-Bisnis dan E-Commerce. Penerbit Kita Menulis.
Purba, B., Faridi, A., Peranginangin, A. M., Ginting, A. M., Sudarso, A., Muniarty, P., ... & Sudarmanto, E. (2023). Metodologi Riset Bisnis. Yayasan Kita Menulis.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small Medium Enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), e01463-e01463.
Rondonuwu, B. F., & Mandagi, D. W. (2023). Brand gestalt as a key determinant of tourist satisfaction and loyalty: Empirical study of super-priority destination Likupang. Jurnal Ekonomi, 12(02), 452-464.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Suryaningsih, D. (2022). Customer Relationship Management PT Agrapana Wukir Panca. Journal Research of Social, Science, Economics, and Management, 1(11), 1851–1857. https://doi.org/10.36418/jrssem.v1i11.197
Syanai, K., Aninda Safitri, W., Panorama, M., & Trisky, Y. (2022). Pengaruh ecological marketing dan corporate social responsibility terhadap grade image pada produk Tupperware. Siwayang Journal: Publikasi Ilmiah Bidang Pariwisata, Kebudayaan, Dan Antropologi, 1(2), 51–66. https://doi.org/10.54443/siwayang.v1i2.137
Toding, J. S., & Mandagi, D. W. (2022). Dimensi brand gestalt sebagai prediktor kepuasan pelanggan dan niat membeli ulang pelanggan UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 9(3), 1167-1185.
Wantah, A. M., & Mandagi, D. W. (2024). Social Media Marketing and Fast-Food Restaurant Brand Loyalty: The Mediating Role of Brand Gestalt. Jurnal Informatika Ekonomi Bisnis, 337-343.
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 8.
Waworuntu, E. C., Mandagi, D. W., & Pangemanan, A. S. (2022). ‘I See It, I Want It, I Buy It’: The Role of Social Media Marketing in Shaping Brand Image and Gen Z’s Intention to Purchase Local Product. Society, 10(2), 351-369.
Wulyatiningsih, T., & Mandagi, D. W. (2023). The power of perception: how brand gestalt influences revisit intention. SEIKO: Journal of Management & Business, 6(1), 359-371.
Published
2024-05-11
How to Cite
MIRANTI, Liana et al.
Predictors of Purchase Decision: The Combined Effects of Business Sustainability Support and Purchase Intention.
Klabat Journal of Management, [S.l.], v. 5, n. 2, p. 114-128, may 2024.
ISSN 2722-726X.
Available at: <https://ejournal.unklab.ac.id/index.php/kjm/article/view/1106>. Date accessed: 13 dec. 2024.
doi: https://doi.org/10.60090/kjm.v5i2.1106.114-128.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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