Petra International Journal of Business Studies

The Influence of Green Brand Knowledge and Green Attitude on Purchase Intention Through Green Perceived Value on Cosmetic Product

2026-06-23T08:07:49+07:00

This study examines the influence of Green Brand Knowledge and Green Attitude on Purchase Intention regarding environmentally friendly skincare products, with Green Perceived Value mediating this relationship. Employing a quantitative approach, data were collected from 118 student consumers in Surabaya and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that Green Attitude and Green Perceived Value have positive and significant effects on Purchase Intention. Green Attitude also significantly influences Green Perceived Value. Although Green Brand Knowledge significantly affects Green Perceived Value, it does not directly influence Purchase Intention. Mediation analysis reveals that Green Perceived Value significantly mediates the relationship between Green Brand Knowledge and Purchase Intention, but not the relationship between Green Attitude and Purchase Intention. These findings suggest that purchase intention toward eco-friendly skincare products is primarily driven by consumers’ attitudes and perceived value, rather than knowledge alone. This study contributes to green marketing literature by clarifying the psychological mechanisms linking cognitive and affective factors in high-involvement product categories within emerging markets.

Why Gen Z Investors Hesitates: Behavioral and Status Quo Biases in Investment Intention

2026-05-03T16:22:29+07:00

Investors often deviate from rational decision making due to cognitive biases, emotional factors, and social influences, which may lead to suboptimal investment outcomes. At the same time, resistance to change, reflected in status qua bias, may hinder portfolio adjustments. This study examines the effect of behavioral biases (overconfidence, availability, and herding) and status quo biases (sunk cost, inertia, and switching costs) on Gen Z's investment intention. A quantitative approach was employed using data collected from 400 Gen Z investors in Indonesia who possess a Single Investor Identification (SID). Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 The results show that overconfidence, availability, and herding biases significantly influence investment intention. In addition, sunk cost and inertia exhibit significant effects, whereas switching costs are not found to be significant. These findings highlight that both cognitive biases and resistance to change play critical roles in shaping Gen Z’s investment behavior. This study contributes to behavioral finance literature by integrating behavioral and status quo biases in explaining investment intention among younger investors. The findings offer practical implications for investors and financial practitioners in designing strategies that mitigate bias-driven decisions and enhance investment outcomes.

Global Marketing Strategy Integration: A SWOT Analysis of Halal and Wellness Market Opportunities within the International Spice Market

2026-04-20T15:24:43+07:00

This study seeks to develop an optimal marketing strategy for PT. Sumber Berkah Nusantara to facilitate entry into the global market. It emphasizes the utilization of the company’s core competitive advantage, product purity, to address the growing international demand for functional health-oriented and halal-certified spices. A qualitative descriptive research design was applied, incorporating SWOT and TOWS matrix frameworks. Primary data were obtained through semi-structured interviews involving company management, export practitioners, intermediaries, and consumers, and were further supported by observational analysis of the production activities. Key strategies identified include positioning products as "wellness" items rather than mere commodities, focusing on cold-climate markets with ginger-based products, and utilizing sachet packaging for market trials. The 100% purity of the products is a critical differentiator from mass-produced competitors in countries like India. This study offers a targeted strategic roadmap for Indonesian spice SMEs by integrating product storytelling and digital-first marketing approaches as mechanisms to address conventional constraints, including high certification costs and limited human resource capacity.

Analysis of Young Consumer Loyalty Strategies in the Culinary Business through the SWOT–TOWS Approach and Interpretive Structural Modeling (ISM)

2026-04-20T16:37:49+07:00

In the digital era, building Generation Z customer loyalty has become a major challenge for culinary businesses due to rapidly changing consumer behavior and the strong influence of social media. This study aims to formulate priority strategies for strengthening young consumer loyalty through an integrated SWOT–TOWS and Interpretive Structural Modeling (ISM) approach. A case study was conducted at Mie ABC using digital audits, field observations, and interviews with business stakeholders and consumers aged 17–25 years. The SWOT–TOWS analysis generated sixteen strategic alternatives, which were further analyzed using ISM and MICMAC to identify hierarchical relationships and strategic priorities. The results indicate that customer feedback utilization, TikTok virality, recipe consistency, and product quality are key drivers in building loyalty. Furthermore, all strategic elements demonstrate high interdependence, suggesting that loyalty is shaped through the synergy of digital marketing, operational excellence, customer experience, and community engagement. These findings provide valuable insights for developing long-term loyalty strategies among young consumers. This study contributes an integrated SWOT–ISM framework and provides practical guidance for culinary SMEs seeking sustainable customer loyalty in a digital marketplace.

Credibility Increases Visit Intention, but Misinformation Risk Weakens It: Evidence from TikTok F&B Search

2025-11-20T18:50:22+07:00

TikTok increasingly serves as an experiential search environment for Indonesian Gen-Z, shaping how food and beverage (F&B) venues are discovered, evaluated, and chosen. This study investigates how perceived affordances and perceived search value influence perceived credibility in TikTok-based F&B search, how credibility and search satisfaction subsequently shape visit intention, and under what conditions perceived misinformation risk weakens this process. A cross-sectional survey of Gen-Z TikTok users in Greater Jakarta (N = 234) was analyzed using partial least squares structural equation modeling. The results indicate that both perceived affordances and perceived search value enhance perceived credibility, with search value emerging as the relatively stronger route. Credibility increases search satisfaction, and together credibility and satisfaction are associated with higher intention to visit F&B venues found via TikTok. The findings also show that when users perceive higher misinformation risk on the platform, the positive relationship between credibility and visit intention becomes weaker, indicating that trust in content does not automatically translate into action under conditions of platform-level skepticism. The study contributes an integrated mechanism that links platform design and experiential value to credibility, satisfaction, and behavioral intention, while identifying perceived misinformation risk as a boundary condition for conversion. For managers, the findings highlight the importance of designing high-fit, low-friction discovery experiences and strengthening transparent integrity signals so that short-video search more reliably leads to offline visits.

From Deals to Desires: The Mediating Role of Positive Emotions in the Relationship between Flash Sales, Free Shipping, and Impulsive Buying

2025-11-05T15:38:50+07:00

This study examines the influence of flash sales and free shipping on impulsive buying among Generation Z Shopee users in Malang City, with positive emotions as a mediating variable. Data were collected through an online, structured questionnaire designed in Google Forms and distributed via WhatsApp and social media platforms (Instagram and TikTok). Respondent access was obtained through open participation links shared in student communities across three major universities in Malang. The questionnaire consisted of closed-ended items adapted from previous studies and measured using a 5-point Likert scale. A total of 190 valid responses were analyzed using SEM-PLS. The findings show that flash sales do not have a direct effect on impulsive buying, whereas free shipping does. Both flash sales and free shipping significantly enhance positive emotions, which strongly drive impulsive buying behavior. Positive emotion has also been shown to mediate the relationship between promotional strategies and impulsive buying. These results emphasize the central role of emotional responses in shaping spontaneous online purchasing decisions among Generation Z.

The Impact of Information Technology Implementation on Firm Performance: The Mediating Roles of Supply Chain Collaboration, Innovation Capability, and Supply Chain Resilience

2026-06-23T07:30:44+07:00

Information technology is important for companies in producing supply chain collaboration, innovation capability, and supply chain resilience. The company's ability to maintain continuity in information technology implementation can enhance its performance in manufacturing companies in East Java. Data collection was carried out on manufacturing companies in East Java using a survey method, targeting medium- and large-category companies with purposive sampling that have implemented information technology for at least 2 years. Respondents were permanent employees with at least 2 years of experience. The analysis used is PLS-SEM, which met the goodness-of-fit requirements for the inner and outer models. The study found that implementing information technology positively affects supply chain collaboration, innovation capability, and supply chain resilience. Supply chain collaboration affects innovation capability and firm performance, but not directly supply chain resilience. The results of the study show that innovation capability positively affects supply chain resilience and company performance. The study's results also show that supply chain resilience improves company performance. Overall, the results of the study confirm that implementing integrated information technology strengthens collaboration in the supply chain, enhances innovation capabilities, and builds supply chain resilience, ultimately improving company performance. The results of the research contribute practically by providing insights for the management of companies seeking to sustainably develop information technology investments, strengthen collaboration with partners, and encourage organizational innovation to improve competitiveness and long-term performance.

Behavioral Biases on Generation Z's Investment Decisions in the Emerging Country’s Stock Market

2026-06-24T10:36:17+07:00

Generation Z is a digital native generation that today is becoming more and more actively engaged as stock market users. They grow up in an era of information and technology where, although they have access to financial data, they remain vulnerable to psychological factors in making their investment decisions. This research therefore aims to investigate the role of behavioral biases, which are covered in this study, including overconfidence bias, herding bias, loss aversion bias, and anchoring bias, on the investment decisions of Gen Z in the stock market. A quantitative approach was used, applying multiple linear regression with Weighted Least Squares to address potential heteroscedasticity. These results show that overconfidence bias and loss aversion bias have a major impact on investment decisions of Generation Z; however, herding bias did not significantly affect this group, thus indicating Generation Z tends to make investment decisions on their own and is less likely to fall in line with the opinion of the majority or the market trend. This contrasts with the results of several previous studies and illustrates Generation Z’s more rational and financially savvy actions. Anchoring bias also has no significant impact at 5 percent, but it has a positive effect at the 10 percent significance level. These results indicate that Generation Z is adapted to new knowledge, reflection on the decisions they base on it, and less preoccupation with initial references.