Papers by Rachman Syuhada
The increasing sales of cosmetics product in Indonesia nowadays is better than last few years, an... more The increasing sales of cosmetics product in Indonesia nowadays is better than last few years, and Wardah as on of the cosmetics manufacturer can penetrate the national market as on of top five Indonesian cosmetics brand. Based on the predescessor study shows that brand image of a cosmetics brand merek and the consumer knowledge about cosmetics that is marketed through green campaign is higly affecting the consumer buying decision. This study is made with purpose to analyze the influence of green marketing mix and consumer knowledge on Wardah cosmetics product buying decision in Bandar Lampung with brand image as the intervening variable. This study is conducted using quantitative method and analyze using structural equation modelling. The data that is used in this study is primary data that collected from Wardah Bandar Lampung. The findings from this study, shows that green marketing mix and consumer knowledge have positive influence on Wardah cosmetics product buying decision with brand image as the intervening variable. This study also showing green marketing mix, consumer knowledge and brand image have a positive influence on buying decision but not significantly. The goodness of fit test (R2), shows that the structural model that used to describe Wardah cosmetics product buying decision can be assumed fit. The conclusion of this study is showing green marketing mix, consumer knowledge and brand image have a positive influence on Wardah Bandar Lampung cosmetics buying decision. Based on the study findings, the researcher offer a suggestion for the next researcher to use better instrument and suggestion for PT PTI as Wardah cosmetics manufacturer to maintain and increase the the marketing system that already been used to be convince the consumer better on buying Wardah cosmetics products.
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Papers by Rachman Syuhada