Green Marketing and Brand Image Affect the Purchase Decision of Generation Z On Green Products
Green Marketing dan Brand Image Mempengaruhi Keputusan Pembelian Generasi Z pada Produk Ramah Lingkungan
DOI:
https://doi.org/10.21070/ups.2394Keywords:
green marketing, Brand Image, purchase decisionAbstract
This study aims to determine and analyze the effect of green marketing and brand image on consumer purchasing decisions at Starbucks Sidoarjo. This study uses a quantitative approach, by collecting data through a questionnaire. The population in this study were consumers who had purchased Starbucks in Sidoarjo, while the sample was determined using purposive sampling method with the lemeshow formula so that 96 respondents were obtained. The data analysis techniques used in this study are instrument test, classical assumption test, multiple linear regression test, and hypothesis testing with the help of the SPSS version 25 program. The results prove that green marketing has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and green marketing and brand image simultaneously have a positive and significant effect on consumer purchasing decisions at Starbucks Sidoarjo.
Downloads
References
Yahya, “Peran Green Marketing , Green Brand Image Terhadap Purchase,” vol. 1, no. 1, pp. 21–42, 2022.
M. H. Zaky and N. M. Purnami, “Green Marketing Mix Berpengaruh Terhadap Keputusan Pembelian Produk Big Tree Farms Di Lotus Food Services,” E-Jurnal Manaj. Univ. Udayana, vol. 9, no. 2, p. 678, 2020, doi: 10.24843/ejmunud.2020.v09.i02.p14.
G. Genoveva and D. R. Samukti, “Green Marketing: Strengthen the Brand Image and Increase the Consumers’ Purchase Decision,” Mix J. Ilm. Manaj., vol. 10, no. 3, p. 367, 2020, doi: 10.22441/mix.2020.v10i3.004.
A. Asyhari and S. Yuwalliatin, “the Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image,” J. Apl. Manaj., vol. 19, no. 3, pp. 535–546, 2021, doi: 10.21776/ub.jam.2021.019.03.07.
M. R. I. Yulian and D. Prapanca, “The Influence of Price, Product Quality and Service Quality on Purchase Decisions in Sidoarjo Leather Craft Products,” Acad. Open, vol. 8, pp. 1–14, 2023, doi: 10.21070/acopen.8.2023.3545.
R. D. A. Pamungkas and L. Indayani, “The Influence of Product Quality, Price, and Brand Image on Purchasing Decisions for Facial Cleansing on Students,” Acad. Open, vol. 8, pp. 1–15, 2023, doi: 10.21070/acopen.8.2023.3641.
C. A. Puspitasari, L. N. Yuliati, and F. Afendi, “Pengaruh Green Marketing, Kesadaran Lingkungan Dan Kesehatan Terhadap Keputusan Pembelian Produk Pangan Organik Melalui Sikap,” J. Apl. Bisnis dan Manaj., vol. 7, no. 3, pp. 713–722, 2021, doi: 10.17358/jabm.7.3.713.
I. G. K. Gede, N. K. Lasmini, N. L. P. I. Rumini, N. L. M. Wijayati, and N. K. Narti, “From green marketing to brand loyalty,” Int. Res. J. Manag. IT Soc. Sci., vol. 9, no. 4, pp. 676–681, 2022, doi: 10.21744/irjmis.v9n4.2150.
B. E. Prabawanti, “Application of Green Marketing in the Use of Coffee Waste as A Business Creative Industry Based on Social Enterprise,” J. Manaj. dan Organ., vol. 11, no. 3, pp. 136–142, 2021, doi: 10.29244/jmo.v11i3.32886.
T. Ardiyanto, R. Yusiana, and A. Widodo, “Keputusan Pembelian Konsumen Starbuck: Dampak Green Marketing Dan Brand Image,” J. Teknol. Inf. dan Manaj. Ed. 1, vol. 1, pp. 1–12, 2018.
A. K. M. Osiyo and H. Semuel, “Pengaruh Green Marketing Terhadap Green Brand Image Dan Purchase Intention Pelanggan Pada Starbucks Coffee Malang,” J. Strateg. Pemasar., vol. 5, no. 2, pp. 1–9, 2018.
M. E. Arif, “Brand Image, and Price on Re-Purchase Intention of Airline Customers,” J. Appl. Manag., vol. 17, no. 2, pp. 345–356, 2019, [Online]. Available: http://dx.doi.org/10.21776/ub.jam.2019.017.02.18http://dx.doi.org/10.21776/ub.jam.2019.017.02.18
Cindy Mutia Annur, “Survey: Banyak Anak Muda Semakin Peduli Terhadap Lingkungan,” Banyak Anak Muda Semakin Peduli Terhadap Lingkungan. jakpat, 2022. [Online]. Available: https://databoks.katadata.co.id/datapublish/2022/09/16/survei-banyak-anak-muda-semakin-peduli-terhadap-lingkungan
R. Rahmawati, R. Nurhasan, and H. Rismanto, “Pengaruh Green Marketing Terhadap Keputusan Pembelian (Pada Konsumen Air Mineral Ades di Garut),” J. Knowl. Manag., vol. 15, no. 1, pp. 014–026, 2021.
D. F. Mahendra and A. K. N. A. Nugraha, “Green Marketing dan CSR terhadap Keputusan Pembelian dengan Pengetahuan Konsumen Sebagai Variabel Moderasi,” J. Penelit. dan Pengemb. Sains dan Hum., vol. 5, no. 1, pp. 28–38, 2021, [Online]. Available: https://ejournal.undiksha.ac.id/index.php/JPPSH
R. Aprianto, I. Mara Kesuma, and E. Candra, “Green Marketing On Point Coffee Purchase Decisions And Brand Image As Intervening Variables Green Marketing Terhadap Keputusan Pembelian Point Coffe Dan Citra Merek Sebagai Variabel Intervening,” Manag. Stud. Entrep. J., vol. 3, no. 3, pp. 1193–1205, 2022, [Online]. Available: http://journal.yrpipku.com/index.php/msej
B. Merduani, “Brand Image dan Iklan Televisi Terhadap Keputusan Pembelian Pasta Gigi Pepsodent Effect of Television Advertising And Brand Image on Purchase Decision Pepsodent Toothpaste,” pp. 8–18, 2018.
Y. Ramli, D. Permana, M. Soelton, S. Hariani, and T. Yanuar, “the Implication of Green Marketing That Influence the Customer Awareness Towards Their Purchase Decision,” Mix J. Ilm. Manaj., vol. 10, no. 3, p. 385, 2020, doi: 10.22441/mix.2020.v10i3.005.
I. Kholiq and D. K. Sari, “The Influence of Viral Marketing, Celebrity Endorser, and Brand Awareness on Purchase Decisions on Make Over Cosmetic Products in Sidoarjo,” Acad. Open, vol. 4, pp. 1–14, 2021, doi: 10.21070/acopen.4.2021.2604.
M. E. Nandaika and N. N. R. Respati, “Peran Brand Image Dalam Memediasi Pengaruh Green Marketing Terhadap Keputusan Pembelian (Studi pada produk fashion merek Uniqlo di Denpasar),” E-Jurnal Manaj. Univ. Udayana, vol. 10, no. 6, p. 539, 2021, doi: 10.24843/ejmunud.2021.v10.i06.p02.
N. Shafira, M. Sarma, and I. R. Johan, “Factors Influencing Consumer Purchase Decisions for Aqua Life Indonesia Products: Analysis of Ecolabel Awareness, Green Marketing Mix, and Brand Image,” J. Manaj. dan Agribisnis, vol. 19, no. 2, pp. 274–287, 2022, doi: 10.17358/jma.19.2.274.
M. Yani and M. Astuti, “Pengaruh Green Marketing, Lingkungan dan Kesehatan Terhadap Keputusan Pembelian Melalui Minat Membeli Produk Organik (Studi Pada Hero Supermarket Sidoarjo),” Pros. FEB UMSIDA, pp. 336–351, 2016.
A. Puspaningrum, “the Influence of Brand Image on Satisfaction To Improve Customer Retention Towards Batik Keris in Malang City,” J. Apl. Manaj., vol. 18, no. 1, pp. 142–151, 2020, doi: 10.21776/ub.jam.2020.018.01.14.
C. Kuswibowo (Politeknik APP) and A. K. Murti (Politeknik APP), “Analisis Pengaruh Brand Image, Promotion, Dan Electronic Word of Mouth Terhadap Minat Beli Pada Aplikasi Online Shop,” J. Manaj. Ind. dan Logistik, vol. 5, no. 1, pp. 53–61, 2021, doi: 10.30988/jmil.v5i1.726.
A. Y. Waworuntu and A. Hasan, “Improving Brand Image, Price and Promotion Through Consumer Purchase Decisions,” J. Manaj. Bisnis, vol. 8, no. 2, pp. 245–254, 2021, doi: 10.33096/jmb.v8i2.822.
M. R. Sari and M. Astuti, “The Influence of Word of Mouth, Competitive Advantage and Brand Image on the Decision to Use Expeditionary Services,” Acad. Open, vol. 5, pp. 1–12, 2021, doi: 10.21070/acopen.5.2021.2378.
M. Rizan, M. O. Nauli, and S. Mukhtar, “the Influence of Brand Image, Price, Product Quality and Perceive Risk on Purchase Decision Transformer Product Pt. Schneider Indonesia,” JRMSI - J. Ris. Manaj. Sains Indones., vol. 8, no. 1, pp. 101–119, 2017, doi: 10.21009/jrmsi.008.1.06.
R. Dinta Pramana, “Pengaruh Kualitas Produk, Citra Merek,Danpromosi Penjualan Terhadap Keputusan Pembeliantumblertupperware,” J. Ilmu Manaj., vol. 10, pp. 268–279, 2022.
P. Green, M. Dan, B. Image, S. Kasus, P. Followers, and A. Twitter, “Pengaruh Green Marketing dan Brand Image Terhadap Keputusan Pembelian Produk The Body Shop Indonesia (Studi Kasus Pada Followers Account Twitter @TheBodyShopIndo),” J. Ilm. M-Progress, vol. 10, no. 1, pp. 1–9, 2020, doi: 10.35968/m-pu.v10i1.371.
M. Page, F. Y. Ariani, and R. A. D. Kumalasari, “Pinisi Discretion Review The Role of Green Marketing and Brand Image on Purchase Decisions of Aqua Reflection,” vol. 6, no. 2, pp. 219–231, 2023.
G. Gunawan, O. Saryono, and M. Faruk, “Pengaruh Green Marketing Terhadap Keputusan Pembelian Motor Berteknologi FI (Suatu Studi Konsumen pada Daya Anugrah Mandiri),” Bus. Manag. Entrep. J., vol. 2, no. 1, pp. 12–19, 2020.
S. A. Tyas and Hartelina, “YUME : Journal of Management Pengaruh Kualitas Layanan terhadap Kepercayaan dimediasi Tingkat Kepuasan Konsumen pada PT . Japfa Comfeed Indonesia , TBK Cabang Makassar,” vol. 5, no. 2, pp. 385–405, 2022, doi: 10.37531/yume.vxix.345.
A. P. Siregar, H. Tannady, I. A. Jusman, and P. A. Cakranegara, “Peran Harga Produk Dan Brand Image Terhadap Purchase Decision Produk Cold Pressed Juice Re . Juve,” Manag. Stud. Entrep. J., vol. 3, no. August, pp. 2657–2665, 2022.
N. Ariestanty et al., “The Effect of Marketing Mix and Brand Image on Purchase Decisions of Fashion Online Products,” SHS Web Conf., vol. 13, no. 4, p. 779, 2020, [Online]. Available: http://ir.obihiro.ac.jp/dspace/handle/10322/3933%0Ahttp://www.openjournal.unpam.ac.id/index.php/JPK/article/view/5016%0Ahttp://ojs.stiami.ac.id/index.php/ABIWARA/article/view/795
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
