The Influence of Using Green Marketing on Intention to Purchase Environmentally Friendly Products
), Rizky Pramudita Bukit(2), Sanusi Gazali Pane(3),
(1) Universitas Panca Budi
(2) Universitas Panca Budi
(3) Universitas Panca Budi
Corresponding Author
Abstract
Currently, there is increasing environmental damage throughout the world. One of the factors causing environmental damage is global warming. Issues regarding the environment are a problem that is being highlighted by the wider community. The problem of air pollution, water pollution, and the most phenomenal is the problem of waste. Green marketing is an activity carried out by companies that pay attention to the environment or green issues by providing environmental goods or services to create satisfaction, developing products with a positive impact on the environment whose production, use and disposal processes do not have a detrimental effect on the environment, product sales results used for environmental purposes. The aim of this research is to determine the influence of the use of green marketing and consumer trust on the intention to purchase environmentally friendly products. The method used in this research is a quantitative descriptive survey method, namely by giving online questionnaires to respondents. This online questionnaire is aimed at respondents who use environmentally friendly products. The results in this research show how far the independent variable partially influences the dependent variable. From the results of the partial (t) test, it can be concluded that hypothesis (X2) Consumer trust influences consumer purchase intentions (Y) towards environmentally friendly products.
Keywords
References
Abdillah, S. T., & Ignatia Martha. (2022). The Effect Of Green Advertising And Green Product On Green Purchase Intention With Green Trust As Mediation Variable On Consumers Of Water Packaging " Ades " In Surabaya. Jurnal Mantik, 6(36), 1291–1300.
Alhally, A. (2020). Pengaruh Kepedulian, Pengetahuan, Sikap, Inisiatif Pemerintah, Tekanan Teman Sebaya Dan Spiritualitas Terhadap Niat Beli Produk Ramah Lingkungan Di Banjarmasin. At-Tadbir: Jurnal Ilmiah Manajemen Vol. 4, No. 2, 130-142.
Amallia, B.A., Effendi, M.I. and Ghofar, A. (2021) “The Effect of Green Advertising, Trust, and Attitude on Green Purchase Intention: An Evidence from Jogjakarta, Indonesia,” International Journal of Creative Business and Management, 1(1), pp. 66–79. doi:10.31098/ijcbm.v1i1.4553.
Aprilisya, N. E., Yasa, N. K., & Giantari, I. A. (2017). Peran Sikap Memediasi Pengaruh Pemasaran Hijau Terhadap Niat Beli Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, Vol. 6, No. 4, 2017: 1701-1728, 1701-1728.
Ariescy, R.R., Amriel, E.E.Y. dan Anindita, R. (2019) “Pengaruh Iklan Hijau dan Kesadaran Lingkungan terhadap Minat Beli dan Keputusan Pembelian Air Mineral Merek Ades di Kabupaten Jember,” Jurnal MEBIS (Manajemen dan Bisnis), 4(2), hal. 70–77. Tersedia pada: https://doi.org/10.33005/mebis.v4i2.64.
Atmando, C. R. (2019). Pengaruh Persepsi Green Product Dan Green Brand Image Terhadap Minat Beli Rumah Ramah Lingkungan Pada Generasi Y Di Surabaya. Jurnal Manajemen Dan Start-Up Bisnis, 394-405.
Baqiroh, N.F. (2019, February 21). Timbulan Sampah Nasional Capai 64 juta ton per tahun. Dipetik October 21, 2019, dari bisnis.com: https://ekonomi.bisnis.com/read/20190221/99/891611/timbulan-sampah-nasionalcapai-64-juta-ton-per-tahun
Benedict, E. dan Ariestya, A. (2020) “Pengaruh Penggunaan Media Sosial Instagram terhadap Sikap Berdonasi Melalui Platform Crowdfunding,” Jurnal Ultimacomm 12(2), hal. 167–184. Tersedia pada: https://doi.org/10.31937/ultimacomm.v12i2.1649.
Christina, V. (2020). Analisis Proses Adopsi Produk Baru Dan Pengaruh Green Marketing Terhadap Minat Beli Produk Love Beauty And Planet Di Jakarta. Ibi Kkg
Dewi, I.A.P.E.E. and Rastini, N.M. (2019) “Anteseden Niat Membeli Produk Kosmetik Ramah Lingkungan The Face Shop Di Kota Denpasar,” E-Jurnal Manajemen Universitas Udayana, 8(3), pp. 1872–1899. doi:10.24843/ejmunud.2019.v08.i03.p25.
Dhanwan, N., Jainani, K. and Ojha, N. (2020) “Green Products a Myth or Worth: An Indian Consumer Perspective,” International Journal of Psychosocial Rehabilitation, 24(6), pp. 8867–8876. Available at: https://www.psychosocial.com/article/PR260896/21442/.
Fatimah, N. F., & Setyawardani, M. (2019). Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian (Studi Pada Konsumen The Body Shop Kota Bandung). Jurnal Polban, 1089-1101
Febriani, S. (2019). Pengaruh Green Marketing Mix Terhadap Green Product Purchase Intention Pada Produk Innisfree Di Jakarta Dengan Customer’s Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 03, 49-60.
Handayani, I. (2021) Kepedulian Masyarakat Produk Ramah Lingkungan Naik 112%, Investor.id. Available at: https://investor.id/lifestyle/251356/kepedulian-masyarakat-produkramah-lingkungan-naik-112#:~:text=JAKARTA%2C investor.id - Riset,112%25 dari 2019 ke 2020. (Accessed: December 11, 2021).
Hasna, K., & Kusdibyo, L. (2022). Analisis Niat Beli dan Perilaku Konsumen terhadap Produk Perawatan Kulit Ramah Lingkungan. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 186-204.
Hernomo, A.F. (2021) “Pengaruh Pengetahuan Lingkungan Dan Kepedulian Lingkungan Terhadap Niat Beli Produk the Body Shop Di Surabaya,” PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 6(4), pp. 302–311. doi:10.37715/jp.v6i4.2552.
Imanuela, H. A. (2020). Pengaruh Green Marketing Tools Terhadap Keputusan Pembelian Produk Love Beauty And Planet Di Yogyakarta. http://eprints.upnyk.ac.id/25165/
Kusumawati, E. (2019) “Minat Beli Produk Ramah Lingkungan Sebagai Dampak dari Implementasi Green Advertising,” Jurnal Kajian Ilmiah, 19(1), hal. 57–64. Tersedia pada: https://doi.org/10.31599/jki.v19i1.394.
Kusumawati, E. (2019) “Minat Beli Produk Ramah Lingkungan Sebagai Dampak dari Implementasi Green Advertising,” Jurnal Kajian Ilmiah, 19(1), hal. 57–64. Tersedia pada: https://doi.org/10.31599/jki.v19i1.394.
Lestari, R., & Elwisam. (2019). Pengaruh Persepsi Harga, Kualitas Produk, Dan Citra Merek Terhadap Kepuasan Konsumen Dan Dampaknya Pada Minat Beli Ulang Produk Mie Instant Sedaap. Jurnal Ilmu Dan Budaya, 41, 7495-7520.
Mawardi, Pane, D., & Sari, S. (2022). Pengaruh Kesadaran Lingkungan Terhadap Niat Beli Melalui Sikap Generasi Milineal Pada Produk Ramah Lingkungan. Bidang Ilmu Administrasi, Akuntansi, Bisnis, Manajemen, dan Humaniora, 122-127.
Nadiya, A. F., & Ishak, A. (2022). Analisis Niat Beli dan Perilaku Konsumen terhadap Produk Perawatan Kulit Ramah Lingkungan. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 186-204.
Nekmahmud, M., & Farkas, M. F. (2020). Why Not Green Marketing? Determinates Of Consumers’ Intention To Green Purchase Decision In A New Developing Nation. Sustainability. Doi:10.3390/Su12197880
Prabowo, H. N., & Sigit, M. (2023). Analisis Niat Beli Produk Ramah Lingkungan Pengaruh dari Pengiklanan dan Citra Merek Produk The Body Shop dengan Mediasi Kesadaran Hijau: Studi Masyarakat di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 24-39.
Rajadurai, J., Zahari, A. R., Esa, E., Bathmanathan, V., & Ishak, N. A. (2021). Investigating Green Marketing Orientation Practices Among Green Small And Medium Enterprises. Journal Of Asian Finance, 8, 407–417. Doi:10.13106/Jafeb.2021.Vol8.No1.407
Salam, A., & Sukiman, S. (2021). Pengaruh Green Marketing dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Merek Aqua. Jurnal Ilmu Manajemen, 11(1), 69. https://doi.org/10.32502/jimn.v11i1.3427
Saputri, W. E., & Lutfi, A. (2021). Analisis Green Marketing Tools terhadap Purchase Behaviour dengan Mediasi Purchase Intention pada Konsumen Milenial di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(6). https://doi.org/10.24912/jmbk.v5i6.15170
Suwarso, N. H., & K, N. M. (2015). Pengaruh Pengetahuan Dan Sikap Terhadap Niat Beli Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, Vol. 4, No. 10, 3119 - 3145.
Triana, M., & Sulhaini. (2019). Pengaruh Green Marketing Mix Terhadap Value Perception Dan Minat Beli Konsumen The Body Shop Di Kota Mataram. Jurnal Magister Manajemen Unram, 8, 115-129. Vaitone, N. V., & Skackauskiene, I. (2019). Green Marketing Orientation: Evolution, Conceptualization And Potential Benefits. Open Economics, 53–62. Doi:Https://Doi.Org/10.1515/Openec-2019-0006
Utami, K. S. (2020). Green Consumers Behavior: Perilaku Konsumen dalam Pembelian Produk Ramah Lingkungan. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 209
Wahhab, A., Rengganis, K., & Hanina, S. N. (2020). Pengembangan Model Pemasaran Produk Ramah Lingkungan Berbasis Minat Beli Konsumen. Prosiding The 11th Industrial Research Workshop and National Seminar, 1004-1008. Alamsyah, D.P., Othman, N.A. dan Mohammed, H.A.A. (2020) “The awareness of environmentally friendly products: The impact of green advertising and green brand image,” Management Science Letters, 10(9), hal. 1961–1968. Tersedia pada: https://doi.org/10.5267/j.msl.2020.2.017.
Yohana, N.K.Y. dan Suasana, I.G.A.K.G. (2020) “Peran Sikap dalam Memediasi Pengaruh Kesadaran Lingkungan terhadap Niat Beli Tumbler Starbucks di Kabupaten Badung,” E-Jurnal Manajemen Universitas Udayana, 9(8), hal. 3279–3300. Tersedia pada: https://doi.org/10.24843/ejmunud.2020.v09.i08.p19.
Yohana, N.K.Y. dan Suasana, I.G.A.K.G. (2020) “Peran Sikap dalam Memediasi Pengaruh Kesadaran Lingkungan terhadap Niat Beli Tumbler Starbucks di Kabupaten Badung,” E-Jurnal Manajemen Universitas Udayana, 9(8), hal. 3279–3300. Tersedia pada: https://doi.org/10.24843/ejmunud.2020.v09.i08.p19
Article Metrics
Abstract View
: 139 times
Download : 61 times
DOI: 10.57235/jetish.v3i1.2097
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Luwy Berto Marbun, Rizky Pramudita Bukit, Sanusi Gazali Pane
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
