The influence of green marketing and attitude on purchase decisions of msme products with brand image as mediation
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Oct 20, 2023
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Abstract
This research is based on the importance of Green Marketing and Attitude to Purchase Decisions for MSME Products. Problem One form of consumer demand is the desire for health due to the increasing spread of diseases transmitted through food, therefore food producers produce products that contain healthy organic food ingredients, do not contain additional chemicals and are safe for consumption. The aim of the research is to analyze the influence of green marketing and attitude on purchasing decisions for MSME products with brand image as a mediator. The method of analysis of this research is quantitative research. The design of this research uses a cross sectional design method with a sampling technique using purposive sampling. This study uses data analysis with the Partial Least Square (PLS) approach. The research results of green marketing and attitude do not influence purchasing decisions, brand image is unable to moderate green marketing and attitude towards purchasing decisions and brand image influences purchasing decisions.
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How to Cite
Sairun, A., Amril, A., & Misnanto, M. (2023). The influence of green marketing and attitude on purchase decisions of msme products with brand image as mediation. Enrichment : Journal of Management, 13(4), 2377-2385. https://doi.org/10.35335/enrichment.v13i4.1604
References
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Mikraj, A. L., Kurniawan, R., & Iriani, F. (2023). Pengaruh Green Marketing Terhadap Minat Beli Konsumen : Systematic literature reviews. 4(1), 304–315.
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632–643. https://doi.org/10.1016/j.jbusres.2018.07.009
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Putra, D. R., & Prasetyawati, Y. R. (2021). PENGARUH GREEN PRODUCT TERHADAP MINAT BELI ULANG KONSUMEN MELALUI GREEN ADVERTISING (Studi Terhadap Konsumen Starbucks). Jurnal Manajemen Pemasaran, 15(2), 69–74. https://doi.org/10.9744/pemasaran.15.2.69-74
Rahman, F., Siburian, P. S., & A, G. N. (2017). Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Konsumen Produk Tupperware di Samarinda. Forum Ekonomi, 19(1), 119. https://doi.org/10.29264/jfor.v19i1.2118
Rahmawati, R. (2019). Green Product : Pengaruh Pengetahuan Produk , Pengetahuan Pembelian Dan Pembelian. 19(1), 60–68.
sarah dan Sutar. (2020). Responsibility Terhadap Brand Image Dan. Jurnal Ekobis, 10, 33–47.
Savitri, M. H., Suhariyono, & Kusumawati, A. (2016). Keputuasan Pembelian Dan Kepuasan Konsumen ( Survei pada Konsumen Tupperware di Distributor Resmi PT Adicitra Prima Kencana Malang ). Jurnal Administrasi Bisnis, 40(2), 7–16.
Sofwan, H., & Wijayangka, C. (2021). the Effect of Green Product and Green Price on the Purchase Decision of Pijakbumi Products. E-Proceeding of Management, 8(5), 6054–6066.
Sugiyono. (2018). Sugiyono Metode Penelitian Kuantitatif Kualitatif. Metode Penelitian Kuantitatif Kualitatif.
Chang, K. C., Hsu, C. L., Hsu, Y. T., & Chen, M. C. (2019). How green marketing, perceived motives and incentives influence behavioral intentions. Journal of Retailing and Consumer Services, 49(January), 336–345. https://doi.org/10.1016/j.jretconser.2019.04.012
Elvierayani, R. R., & Choiroh, F. (2020). Pengaruh Green Product dan Green Price Terhadap Minat Beli Konsumen Pada Produk Tupperware (Studi Kasus Pada Mahasiswa Manajemen FE UNISLA). Mandalika Mathematics and Educations Journal, 2(1), 67–75. https://doi.org/10.29303/jm.v2i1.1751
Fadjar, M. (2016). Pengaruh citra merek dan persepsi kualitas terhadap keputusan pembelian mifi smartfren andromax di surabaya. 273, 273–278.
Genoveva, G., & Syahrivar, J. (2020). Green lifestyle among Indonesian millennials: A comparative study between Asia and Europe. Journal of Environmental Accounting and Management, 8(4), 397–413. https://doi.org/10.5890/JEAM.2020.012.007
Guspul, A. (2018). Pengaruh Strategi Green Marketing Pada Bauran Pemasaran Dan Citra Merk Terhadap Keputusan Konsumen Dalam Membeli Produk Herbalife (Studi Kasus Pada Club Sehatway Di Wonosobo). Jurnal Penelitian Dan Pengabdian Kepada Masyarakat UNSIQ, 5(1), 107–122. https://doi.org/10.32699/ppkm.v5i1.455
Hanifah, H. N., Hidayati, N., & Mutiarni, R. (2019). Pengaruh Produk Ramah Lingkungan/Green Product Dan Harga Terhadap Keputusan Pembelian Produk Tupperware. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 2(1), 37–44. https://doi.org/10.26533/jmd.v2i1.345
Hati, S. W., & Kartika, A. (2015). Pengaruh Green Marketing Terhadap Kepuasan Pelanggan Produk Kosmetik Merek The Body Shop (Studi pada Mahasiswi Jurusan Manajemen Bisnis di Politeknik Negeri Batam yang Menggunakan Produk Kosmetik Merek The Body Shop). Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 3(2), 120–127.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41(August 2017), 60–69. https://doi.org/10.1016/j.jretconser.2017.11.008
Karlina, G., & Setyorini, R. (2021). Pengaruh Green Marketing terhadap Keputusan Pembelian dengan Brand Image sebagai Mediator. Management & Accounting Expose, 1(2), 56–65. https://doi.org/10.36441/mae.v1i2.90
Khotimah, K., & Arifin, A. L. (2021). Pengaruh Green Marketing dan Citra Merek Terhadap Keputusan Pembelian (Studi Kasus Konsumen Toko Tupperware Tanjung Priok). Jurnal Inovasi Penelitian, 1(8), 1747–174.
Kucuk, S., Baydas Onlu, O., & Kapakin, S. (2020). A Model for Medical Students’ Behavioral Intention to Use Mobile Learning. Journal of Medical Education and Curricular Development, 7, 238212052097322. https://doi.org/10.1177/2382120520973222
Kurnia, Astaginy, N., & Ismanto. (2022). Pengaruh Iklan Hijau (Green Advertising) dan Citra Merek Hijau (Green Brand Image) Terhadap Keputusan Pembelian Produk Ramah Lingkungan (Green Product). Referensi: Jurnal Ilmu Manajemen Dan Akutansi, 10(1), 112–123. https://doi.org/10.33366/ref.v10i1.3230
LESTARI, A., Nengsih, T. A., & Sudharyati, N. (2022). Pengaruh Green Product Dan Label Halal Terhadap Minat Beli Produk Kecantikan Kedas Beauty Masyarakat Muslim Kota Jambi. 1(3). http://repository.uinjambi.ac.id/15180/%0Ahttp://repository.uinjambi.ac.id/15180/1/501190139 PENGARUH GREEN PRODUCT DAN LABEL HALAL TERHADAP MINAT BELI PRODUK KECANTIKAN KEDAS BEAUTY MASYARAKAT MUSLIM KOTA JAMBI.pdf
Lubis, I. T., & Ningsi, E. H. (2022). Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Enrichment: Journal of Management Determinants Of Financial Performance In Local Governments In District/City In Indo. Enrichment: Journal of Management, 12(2), 2385–2390.
Mikraj, A. L., Kurniawan, R., & Iriani, F. (2023). Pengaruh Green Marketing Terhadap Minat Beli Konsumen : Systematic literature reviews. 4(1), 304–315.
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632–643. https://doi.org/10.1016/j.jbusres.2018.07.009
Prana Ugiana Gio, Irna Triannur Lubis, Wida Akasah, Rezzy Eko Caraka, R. K. [dan 6 lainnya]. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan Software WarpPLS. Uwais Inspirasi Indonesia.
Putra, D. R., & Prasetyawati, Y. R. (2021). PENGARUH GREEN PRODUCT TERHADAP MINAT BELI ULANG KONSUMEN MELALUI GREEN ADVERTISING (Studi Terhadap Konsumen Starbucks). Jurnal Manajemen Pemasaran, 15(2), 69–74. https://doi.org/10.9744/pemasaran.15.2.69-74
Rahman, F., Siburian, P. S., & A, G. N. (2017). Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Konsumen Produk Tupperware di Samarinda. Forum Ekonomi, 19(1), 119. https://doi.org/10.29264/jfor.v19i1.2118
Rahmawati, R. (2019). Green Product : Pengaruh Pengetahuan Produk , Pengetahuan Pembelian Dan Pembelian. 19(1), 60–68.
sarah dan Sutar. (2020). Responsibility Terhadap Brand Image Dan. Jurnal Ekobis, 10, 33–47.
Savitri, M. H., Suhariyono, & Kusumawati, A. (2016). Keputuasan Pembelian Dan Kepuasan Konsumen ( Survei pada Konsumen Tupperware di Distributor Resmi PT Adicitra Prima Kencana Malang ). Jurnal Administrasi Bisnis, 40(2), 7–16.
Sofwan, H., & Wijayangka, C. (2021). the Effect of Green Product and Green Price on the Purchase Decision of Pijakbumi Products. E-Proceeding of Management, 8(5), 6054–6066.
Sugiyono. (2018). Sugiyono Metode Penelitian Kuantitatif Kualitatif. Metode Penelitian Kuantitatif Kualitatif.