IMPLEMENTATION OF GREEN MARKETING ON PURCHASING PRACTICES OF PRODUCTS IN INDOMARET
Abstract
In this decade, environmental issues have become a global concern, particularly in the field of marketing. Some consumers have started to be selective in their product purchases. Companies that incorporate environmental concerns into their production activities have given rise to a new phenomenon in the marketing world known as environmentally friendly marketing strategies (green marketing). This study aims to investigate the influence of environmental knowledge, environmental attitude, and green purchasing behavior on green marketing. The research adopts a quantitative approach, utilizing a questionnaire as the research instrument to gather data. The population for this study consists of consumers who purchase products at Indomaret. The sample size is 100 individuals selected using purposive sampling techniques. The research employs the Structural Equation Model (SEM) with Smart-PLS as the analytical tool. The findings of the study reveal that environmental knowledge has a positive and significant impact on green marketing, environmental attitude has a positive and significant influence on green marketing, and green purchasing behavior has a positive and significant effect on green marketing. The implications of the research suggest that an increase in green marketing efforts by companies will enhance the company's image and consumers' knowledge about products, particularly in relation to green marketing. Therefore, Indomaret can adopt promotional practices through green marketing to further enhance its brand image and directly increase its customer base.
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Salmina, Abdul Rahman Lubis, B. S. (2023). Pengaruh Environmental Attitude Terhadap Green Purchasing Behavior Yang Dimediasi Oleh Green Marketing Perceptions Dan Green Purchasing Willingness. 1(1), 82–97.
Sugiyono. (2018). Metode Penelitian Kuantitatif (Setiyawami (ed.); Cet.3). Alfabeta
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Abdullah. (2015). Metodologi Penelitian Kuantitatif. Yogyakarta: Aswaja Pressindo
Ghozali. (2016). metode, Strategi Penelitian. 2018, 31–43.
Ghozali. dan Latan. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit UNDIP
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM:Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Irwan, H., & Jamal, F. N. (2021). A Study Review for Development House of Quality Based on Green Marketing. PROFISIENSI: Jurnal Program Studi Teknik Industri, 9(2), 2015–2224. https://doi.org/10.33373/profis.v9i2.3697
Jamal, F. N., Othman, N. A., Fitriani, D., Rohmah, W., Leuveano, R. A. C., & Fahmi, A. A. (2023). Integrated Model of Brand Trust for Green Marketing. International Journal of Sustainable Development and Planning, 18(6), 1823–1831. https://doi.org/10.18280/ijsdp.180617
Jamal, F. N., Othman, N. A., Saleh, R. C., & Chairunnisa, S. (2021). Green purchase intention: The power of success in green marketing promotion ,. Management Science Letters, 11, 1607–1620. https://doi.org/10.5267/j.msl.2020.12.011
Lailiyah, I. R. (2023). Pengaruh Environmental Knowledge Pada Green Costumers Behavior Sebuah Produk. JAHE: Jurnal Ayat Dan Hadits Ekonomi, 1(2), 30–37.
RJOAS, 6(78), June 2018. (2018). 6(June), 95–105.
Salmina, Abdul Rahman Lubis, B. S. (2023). Pengaruh Environmental Attitude Terhadap Green Purchasing Behavior Yang Dimediasi Oleh Green Marketing Perceptions Dan Green Purchasing Willingness. 1(1), 82–97.
Sugiyono. (2018). Metode Penelitian Kuantitatif (Setiyawami (ed.); Cet.3). Alfabeta
arikunto. (2006). Metodologi Penelitian: Metodologi penelitian Skripsi. Rake Sarasin, 2014, 36. http://bppsdmk.kemkes.go.id/pusdiksdmk/wp-content/uploads/2017/11/Daftar-isi-Metodologi-Penelitian_k1_restu.pdf
Abdullah. (2015). Metodologi Penelitian Kuantitatif. Yogyakarta: Aswaja Pressindo
Ghozali. (2016). metode, Strategi Penelitian. 2018, 31–43.
Ghozali. dan Latan. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit UNDIP
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM:Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Irwan, H., & Jamal, F. N. (2021). A Study Review for Development House of Quality Based on Green Marketing. PROFISIENSI: Jurnal Program Studi Teknik Industri, 9(2), 2015–2224. https://doi.org/10.33373/profis.v9i2.3697
Jamal, F. N., Othman, N. A., Fitriani, D., Rohmah, W., Leuveano, R. A. C., & Fahmi, A. A. (2023). Integrated Model of Brand Trust for Green Marketing. International Journal of Sustainable Development and Planning, 18(6), 1823–1831. https://doi.org/10.18280/ijsdp.180617
Jamal, F. N., Othman, N. A., Saleh, R. C., & Chairunnisa, S. (2021). Green purchase intention: The power of success in green marketing promotion ,. Management Science Letters, 11, 1607–1620. https://doi.org/10.5267/j.msl.2020.12.011
Lailiyah, I. R. (2023). Pengaruh Environmental Knowledge Pada Green Costumers Behavior Sebuah Produk. JAHE: Jurnal Ayat Dan Hadits Ekonomi, 1(2), 30–37.
RJOAS, 6(78), June 2018. (2018). 6(June), 95–105.
Salmina, Abdul Rahman Lubis, B. S. (2023). Pengaruh Environmental Attitude Terhadap Green Purchasing Behavior Yang Dimediasi Oleh Green Marketing Perceptions Dan Green Purchasing Willingness. 1(1), 82–97.
Sugiyono. (2018). Metode Penelitian Kuantitatif (Setiyawami (ed.); Cet.3). Alfabeta
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Universitas Ahmad Dahlan
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Yogyakarta
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