Articles

The Impact of Green Marketing Mix on Green Loyalty in Oatside Plant Based Milk Product with Green Satisfaction as Intervening Variable

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Currently, environmental conservation is a widely discussed topic as public awareness about its importance grows. Businesses need to recognize this trend, particularly by producing environmentally friendly products. Oatside is one such popular eco-friendly brand that has gained significant traction within less than two years, competing effectively with long-established brands. Despite this success, Oatside must continue to boost consumer loyalty through a strategic marketing mix approach to better understand consumer desires and prevent them from switching to other brands. This research aims to evaluate the impact of green marketing mix on consumers’ green loyalty, with green satisfaction serving as an intervening variable. This understanding is essential for Oatside to identify consumer needs and enhance loyalty in the competitive market. This research employs quantitative methods, incorporating multivariate techniques and descriptive analysis. The study sample consists of 300 consumers Oatside in Indonesia. The data were analyzed using the Structural Equation Model (SEM) with the help of SmartPLS 3.0 software. According to the findings of this study, there is a significant and positive correlation between green products, green locations, and green promotions with green satisfaction and green loyalty indirectly. However, the variable of green pricing did not demonstrate a significant positive influence on green satisfaction or green loyalty indirectly. The research utilized a model with an R-square result of 0.254, indicating a moderate level of explanatory power. The study revealed a positive and significant impact of green products, green locations, and green promotions on green satisfaction and green loyalty indirectly. However, the variable of green pricing did not show a positive and significant influence on green satisfaction or green loyalty indirectly. The research employed a model with an R-square value of 0.254 or 25.4%, falling into the moderate category. Based on these findings, it is suggested that Oatside offers more targeted promotions to its consumers, while ensuring profitability. This approach aims to enhance consumer satisfaction with Oatside’s environmentally friendly products, with the ultimate goal of increasing consumer green loyalty.

 

Measuring the Critical Success Factor of Safety Program in Drilling and Well Intervention Operation at PT. MHK, Ltd.

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The drilling and well intervention division implements various safety initiatives to prevent incidents. Despite its multiple activities, an assessment has yet to be conducted to determine the program’s efficacy. This paper aims to determine the elements that impact the effectiveness of safety program execution in drilling and well intervention operations in MHK, Ltd. The Author conducted measurements utilizing variables related to the critical success factor of the safety program, as outlined in the cross-reference research article. Subsequently, the author introduces a system of incentives in variables quantified as a novelty of this research based on input from subject matter experts. By understanding the variables that influence the efficacy of the safety campaign, the safety campaign initiatives will be more focused on mitigating accidents within the drilling and well intervention divisions. The research was conducted utilizing a quantitative approach, where data was gathered through a questionnaire that employed a Likert scale. The population comprises individuals employed in the Drilling and Well Intervention roles at many locations, including the site, field, barge, rig, and town. The data is further analyzed using the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique, employing the smartPLS4 software. The study findings indicated that three out of five variables examined had a favorable and significant impact on the efficacy of the safety program at DWI MHK, Ltd.: management commitment, reward and punishment, and safety arrangement. We propose strengthening identified elements and addressing weaknesses, including utilizing digitalization and artificial intelligence for safety monitoring.

 

Influence of Purchase Decision for An Advanced Production Digital Platform Adoption Process in The Coal Industry: The Investigation Using Pls-Sem Analysis

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In 2022, the coal-producing sector faced unusual difficulties, which were paralleled by a significant rise in global pricing. The business is too complex for the the most advanced technologies, especially when it comes to figuring out the best blend scenarios. This calls for a comprehensive approach that combines modern technology with careful consideration to support companies in surviving in a competitive and unpredictable commercial environment. Over the past few years, industries have been seeking technological advancement in an effort to improve operating procedures and efficiency, but these innovations still face challenges in being broadly accepted and adopted. In order to determine the primary characteristics that most significantly promote technology adoption, this study combines the Unified Theory of Acceptance and Use of Technology (UTAUT) with purchasing decision theory. The main tool used to collect data is structured questionnaires, which are given to respondents who fulfill predetermined requirements. The replies are gathered, and the SmartPLS 4.0.9.9 software is used to handle them.  According to the study, behavioral intention and behavior manner use are not significantly mediated by unanticipated situational events or other people’s attitudes that align with purchase decision theory. Additionally, users’ use of behavior to adopt digital production platforms in the coal mine business is positively impacted by behavioral intention. Policymakers could consider encouraging all staff members on a regular basis to help them develop a positive mindset, which will enhance their usage behavior.

 

Consumer Perception on Drinking Water in Sustainable Tetra Pak Packaging: A Case Study on Product Development of Indonesian Beverage Company

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The demand for Packaged Drinking Water (PDW) in Indonesia continues to grow due a substantial increase in the population and the challenge of accessing safe drinking water. This creates a larger opportunity to the water market industry, but also to an increase in the plastic pollution crisis. As a response to this, the Indonesian Government has issued updated regulations on waste management to address the emergency on plastic pollution.  In line with the situations, an Indonesian beverage company is planning to launch their innovation on water products in sustainable Tetra Pak packaging. However, as this is going to be the first product to be launched in Indonesia, consumers’ perception and expectation towards the product needs to be explored to be able to decide on the appropriate marketing strategy. This research aimed to decide the appropriate marketing strategy for the sustainable drinking water product by identifying the consumer perception of a product and how several factors within the perception could impact their intention to buy and their decision to purchase. For this purpose, a preliminary qualitative method (semi-structured interview) and quantitative method (questionnaire) were conducted and analyzed through PLS – SEM. The results showed that environmental awareness and packaging are the two attributes within consumer perception that significantly influence purchase intention. Based on the findings, a Green Marketing Mix Strategy should be applied. Using the 4P (Product, Promotion, Price and Place) approach, the solution would involve (1) Green Campaign, (2) Brand Ambassador, Influencer and KOL Marketing, (3) Event Marketing, (4) Packaging Design Collaboration (5) Value-Based Pricing, and (6) Setting Up Sales Channel.