The Effect Of Green Marketing Concept On Consumer Intention To Buy Savana Project Product

Rizky Faizal Alamin, Ike Ratnasari

Abstract


This study aims to determine and analyze the influence part of the green marketing concept where the variables studied include green product, green promotion, green packaging. Towards Savana Project product buying intention, and to know and analyze which variables have the dominant influence on consumer buying interest. The population of this study is all prospective buyers of Savana Project products using the Non-Probability Sampling Method, namely convenience sampling where members of the population can be easily selected as samples. The number of samples in this study were 121 respondents. The analysis technique used is multiple linear regression analysis. Based on the results of the analysis show that all variables simultaneously have a significant effect on buying intention, and are able to contribute to customer loyalty variables by 58.8%. Partially only green products that do not have a significant influence on buying interest. While the other two, namely green promotion and green packaging have a significant influence on consumer buying interest. green promotion becomes the dominant influence variable on customer loyalty with a regression coefficient of 0.501 greater than the other three variables. This shows that green promotion is a variable that greatly influences consumer buying interest.

Keywords


Green product; Green promotion; Green packaging; Intention

Full Text:

PDF

References


Al-Bakri Thamer Yasser and Al – Nouri, Ahmad Nizar. (2007). Green Marketing. AlYazuri Scientific For Publishing and Distribution.

Assael, H. 2002. Consumer Behavior and Marketing Action. Fourth Edition. Boston: PWS-Kent Publishing Company

Dahlstorm, Robert. (2010). Green Marketing Management. United States of America: South – Western Cengage Learning

Durif, F., Caroline B, and Charles J. (2010). In Search of a Green Product Definition. Innovative Marketing. Volume 6, issue

Fatur Rahman, Pamasang S. Siburian, Gusti Noorlitaria A. 2017. Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Konsumen Produk Tupperware di Samarinda. Jurnal Forum Ekonomi .19(1).

Friska Lovia M Panjaitan. Pengaruh Green Marketing Terhadap Minat Beli Konsumen ( Studi : Cluster Whelford di Bumi Serpong Damai). Universitas Indonesia 2014

Grant, John. (2007). The Green Marketing Manifesto. John Wiley & Sons, Ltd., West Sussex, England. Journal of Business Ethics, Vol. 29.

Haryadi, R., (2009). “Pengaruh Strategi Green Marketing Terhadap Pilihan KonsumenMelalui Pendekatan Marketing Mix Studi Kasus pada The Body Shop Jakarta”, Tesis S2, Universitas Diponegoro, Semarang.

Hashem, Tareq N dan Nahla A. Al-Rifai. (2011), “The influence of applying Green Marketing mix by chemical industries companies in three Arab States in West Asia on consumer's mental image”, Jordania, Henion K., Kinnear Th., 1976, ecological Marketing, Columbus, Ohio, American Marketing Association, pp. 248-312

Honorata Ratnawati Dwi Putranti, dan Suparmi. Pengaruh Kemasan Ramah Lingkungan Dan Informasi Terhadap Minat Beli Ulang (Studi Konsumen Amdk Kota Semarang). UNTAG Semarang 2016.

Imam Santoso1 dan Rengganis Fitriyani. Green Packaging, Green Product, Green Advertising, Persepsi, Dan Minat Beli Konsumen.. Universitas Brawijaya Malang 2016.

Kennedy, E. J. 2009. Era Bisnis Ramah Lingkungan. Jakarta Barat: PT Bhuana Ilmu Populer.

Kotler, Philip. Keller. 2006. Manajemen Pemasaran. Jilid Dua. Edisi Kesepuluh. Alih Bahasa Benyamin Molan. Jakarta : Indeks

Kotler dan Keller. 2009. Manajemen Pemasaran. Jilid I. Edisi ke 13. Jakarta: Erlangga.

Kotler, dan Keller. (2012). Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.

Malhotra, Naresh K. 2005. Riset Pemasaran Pendekatan Terapan Ed. 4 Jilid 1. Jakarta : Indeks.

Mahbub Alfa Roby dan Anik Lestari Andjarwati. 2014. Pengaruh Green Product Pada Minyak Goreng Ecoplanet Terhadap Minat Beli Konsumen. Jurnal Ilmu Manajemen. 4(2).

Mathur, L.K. Mathur, I. 2000.An Analysis of the Wealth Effect of Green Marketing Strategies,Journal of Business Research, 50(2), 193-200.

Mintu, A. T. & H. R. Lozada. 1993. Green Marketing Education: A Call For Action, Marketing Education Review, 3 (Fall): 17-23

Muhamad Tunjung Puspito. Pengaruh Green product Pertamax Terhadap Minat Beli Konsumen (Studi PT. Pertamina Bandung 2016). Universitas Telkom 2016.

Nugrahadi, Eko Wahyudi. 2002. “Pertanian Organik Sebagai Alternatif Teknologi dalam Upaya Menghasilkan Produk Hijau”. Makalah Falsafah Sains (PPs 702) Program Pasca Sarjana IPB. http://www.deptan.go.id

Situmorang, James R. 2011. Pemasaran Hijau yang Semakin Menjadi Kebutuhan dalam Dunia Bisnis. Jurnal Administrasi Bisnis. FISIPUnpar, 2(7): 131–142

Schiffman dan Kanuk. 2007. Perilaku Konsumen. Edisi Kedua. Jakarta: PT. Indeks Gramedia

Sugiyono. 2008. Metode Penelitian Bisnis. Alfabeta. Jakarta.

Sugiyono. 2013. Metode Penelitian Bisnis. Bandung: Penerbit Alfabeta.

Vivin Lestari. Analisa Peran Prilaku Konsumen Untuk Merespon Green Marketing ( Survei Pada Konsumen Air Mineral Merel Ades Dikalangan Mahasiswa Ma’had Puteri Sunan Ampel Al – Ali Universitas Islam Negeri Maulana Malik Ibrahim Malang ). UIN Malang 2013

Zhu, Bing. 2013. The Impact of Green Advertising on Customers Purchases Intention Of Green Products. World Review Of Bussiness Research. 3(3), pp:72-80




DOI: https://doi.org/10.37479/jsm.v1i2.2499

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2019 Jambura Science of Management

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
Jambura Science of Management (P-ISSN 2655-3651, E-ISSN 2656-0453) is licensed under a Creative Commons Attribution 4.0 International License

Editorial Office of Jambura Science of Management; Department of Management, Economic Faculty, Universitas Negeri Gorontalo. Jendral Sudirman Street, Number 6, Gorontalo City, Gorontalo Province 96128, Indonesia. Telp. +6281340111868; +6282348598585 (Call/SMS/WA) E-mail: jsmfekonung@gmail.com