Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Sensatia Botanicals Di Jakarta
Keywords:
Keputusan Pembelian; Green Marketing; Brand Image
Abstract
Isu lingkungan telah menjadi fokus utama di banyak negara, termasuk Indonesia, yang menghadapi tantangan perubahan iklim, polusi, dan kehilangan biodiversitas. Semakin meningkatnya kesadaran masyarakat terhadap dampak negatif isu lingkungan mendorong perusahaan seperti Sensatia Botanicals untuk mengimplementasikan strategi green marketing. Selain memahami pengaruh green marketing terhadap keputusan pembelian, penelitian ini juga akan mengeksplorasi hubungan antara brand image Sensatia Botanicals terhadap keputusan pembelian konsumen di Jakarta. Proses pemasaran dan banyak pilihan brand menjadi pertimbangan dalam memilih dan menggunakan produk. Beberapa konsumen tidak langsung mengambil tindakan untuk membeli karena diperlukan keyakinan. Keyakinan ini yang menjadi landasan bagi konsumen untuk mengambil keputusan dalam pembelian produk. Penelitian ini bertujuan untuk menguji pengaruh antara green marketing dan brand image terhadap keputusan pembelian produk Sensatia Botanical di Jakarta. Metode penelitian yang digunakan adalah metode penelitian kuantitatif. Jumlah responden dalam penelitian ini adalah 150 responden yaitu konsumen yang pernah membeli produk Sensatia Botanicals yang berdomisili di Jakarta. Teknik pengambilan sampel adalah non-probability sampling dengan menggunakan kuesioner yang berisi beberapa pernyataan dan diberikan kepada subjek penelitian secara online menggunakan format google form. Metode Analisis menggunakan Analisis Regresi Linear Berganda dengan program SPSS 26. Kesimpulan dari penelitian ini menunjukkan bahwa adanya pengaruh positif dan signifikan antara green marketing terhadap keputusan pembelian produk Sensatia Botanicals di Jakarta., dan adanya pengaruh positif dan signifikan antara brand image terhadap keputusan pembelian produk Sensatia Botanicals di Jakarta.
References
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Türk, B., & Erciş, A. (2017). 4A Marketing Mix Impacts On Organic Food Purchase Intention. Serbian Journal of Management, 12(2), 189–199. https://doi.org/10.5937/sjm12-10785
Vendrell-Herrero, F., Gomes, E., Collinson, S., Parry, G., & Bustinza, O. F. (2018). Selling Digital Services Abroad: How Do Extrinsic Attributes Influence Foreign Consumers’ Purchase Intentions? International Business Review, 27, 173–185. https://doi.org/10.1016/j.ibusrev.2017.06.003
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Zulkifli, A. (2020). Green Marketing: Redefinisi Green Product, Green Price, Green Place, dan Green Promotion (Cetakan 1). Graha Ilmu.
Alharthey, B. K. (2019). Impact of green marketing practices on consumer purchase intention and buying decision with demographic characteristics as moderator. International Journal of Advanced and Applied Sciences, 6(3), 62–71. https://doi.org/10.21833/ijaas.2019.03.010
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Jurnal Ilmiah Magister Manajemen, 4(1), 39–50.
Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6, 81–90. https://doi.org/10.5267/J.IJDNS.2021.10.001
Astuti, R., Deoranto, P., Wicaksono, M. L. A., & Nazzal, A. (2021). Green marketing mix: An example of its influences on purchasing decision. IOP Conference Series: Earth and Environmental Science, 733. https://doi.org/10.1088/1755-1315/733/1/012064
Bowerman, B. L., O’Connell, R. T., & Murphree, E. S. (2017). Business Statistics in Practice Using Modeling, Data and Analytics (Eight). McGraw Hill.
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship Analysis Among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention. Sustainability (Switzerland), 13(22), 1–15. https://doi.org/10.3390/su132212770
Cooper, D. R., & Schindler, P. S. (2017). Metode Penelitian Bisnis (12th ed.). Salemba Empat.
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? E3S Web of Conferences, 316, 01020. https://doi.org/10.1051/e3sconf/202131601020
Firmansyah, A. (2018). Perilaku Konsumen (Sikap dan Pemasaran) (Cetakan 1). CV Budi Utama.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (Cet. 9). Badan Penerbit Universitas Diponegoro.
Grant, J. (2007). The Green Marketing Manifesto. John Wiley & Sons Ltd.
Hair, J. F., Black, W. C., & Anderson, B. J. B. R. E. (2010). Multivariate Data Analysis (Seventh Ed). Pearson Prentice Hall. https://doi.org/10.1002/9781119409137.ch4
Hendra, Yanti, R., Nuvriasari, A., Harto, B., Puspitasari, K. A., Setiawan, Z., Susanto, D., Harsoyo, T. D., & Syarif, R. (2023). Green Marketing For Business: (Konsep, Strategi & Penerapan Pemasaran Hijau Perusahaan berbagai Sektor) (Efitra & Sepriano (eds.); Cetakan 1, Issue April). PT. Sonpedia Publishing Indonesia.
Ida, Z., & Hidayati, I. N. (2020). Brand Image and Product Quality Against Purchase Decision: Sariayu hijab shampoo competitive environment. IOP Conference Series: Earth and Environmental Science, 469, 1–7. https://doi.org/10.1088/1755-1315/469/1/012109
Jennah, H., & Ismail, A. (2023). Pengaruh Green Marketing Mix Terhadap Purchase Decision Dalam Menggunakan Eco Friendly Product Husnatul. Journal of Trends Economics and Accounting Research, 3(4). https://doi.org/10.47065/jtear.v3i4.636
Jouzdani, M., & Esfahani, A. N. (2020). The investigation of factors affecting the purchasing decisions of consumers of green products. Brazilian Journal of Operations and Production Management, 17(2), 1–13. https://doi.org/10.14488/BJOPM.2020.015
Kartajaya, H., Yuswohady, Mussry, J., & Taufik. (2005). Positioning, Diferensiasi, dan Brand (C. Rahadiansyah (ed.); Cetakan 4). PT Ikrar Mandiriabadi.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). © Pearson Education Limited.
Kemenperin. (2021). Laporan Informasi Industri 2021.
Kemenperin. (2022). Laporan Informasi Industri 2022.
Kirgiz, A. C. (2016). Green Marketing: A Case Study of the Sub-Industry in Turkey (1st ed.). Palgrave Macmillan.
KLHK. (2023). Indonesia Serukan 3 Isu Lingkungan dan Pembangunan Berkelanjutan di AALCO ke-61. Www.Menlhk.Go.Id. https://www.menlhk.go.id/news/indonesia-serukan-3-isu-lingkungan-dan-pembangunan-berkelanjutan-di-aalco-ke-61/
Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16e ed.). Pearson Education ©. https://doi.org/10.2307/2224326
Kotler, P., & Keller, K. L. (2012). Marketing Management (14e ed.). © Pearson Education Limited.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16eth ed.). Pearson Education ©. https://online.fliphtml5.com/xzfda/pkef/
Kusumaradya, N., Wagiman, & Purwadi, D. (2021). Service Quality and Brand Image Influence on the Purchase Decision of Coffee Shop Products in Yogyakarta. IOP Conference Series: Earth and Environmental Science, 828. https://doi.org/10.1088/1755-1315/828/1/012060
Lee, C., Lim, S., & Ha, B. (2021). Green Supply Chain Management and Its Impact on Consumer Purchase Decision as a Marketing Strategy: Applying the Theory of Planned Behavior. Sustainability (Switzerland), 13(19). https://doi.org/10.3390/su131910971
Mahmoud, M. A., Tsetse, E. K. K., Tulasi, E. E., & Muddey, D. K. (2022). Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions. Sustainability (Switzerland), 14, 1–14. https://doi.org/10.3390/su142316091
Manongko, A. A. C. (2018). Green Marketing (Suatu Perspektif Marketing Mix & Theory of Planned Behavior ) (Cetakan 1). Yayasan Makaria Waya.
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation. Sustainability (Switzerland), 12, 1–31. https://doi.org/10.3390/su12197880
OECD. (2022). Plastic Pollution is Growing Relentlessly as Waste Management and Recycling Fall Short, says OECD. https://www.oecd.org/environment/plastic-pollution-is-growing-relentlessly-as-waste-management-and-recycling-fall-short.htm
Sari, A. J., IBN Udayana, & Agus Dwi Cahya. (2022). Pengaruh Brand Image terhadap Keputusan Pembelian Konsumen: Studi Kasus Variabel Green Marketing dan Brand Ambassador UMKM Ngudi Rejeki Kelorida. Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah, 4(2), 308–327. https://doi.org/10.47467/alkharaj.v43i2.644
Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis (6th ed.). Salemba Empat.
sensatia.com. (2023). Sensatia.com. https://www.sensatia.com/id/about/
Sudaryanto, Suroso, I., Hanim, A., Pansiri, J., & Umama, T. L. (2021). Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia. Innovative Marketing, 17(1), 130–142. https://doi.org/10.21511/im.17(1).2021.11
Sudaryono. (2017). Metodologi Penelitian (Cetakan 1). PT RajaGrafindo Persada.
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif Dan R & D (Cetakan 20). CV. Alfabeta.
Sumarwan, U., Prihartono, A. G., Sumarlin, A. W., Mamahit, D. A., Purnomohadi, E., Hasan, J., Ahmady, M., Wulandari, R., & Haryono, T. (2012). Riset Pemasaran dan Konsumen (Cet. 1). PT Penerbit IPB Press.
Sutisna. (2001). Perilaku Konsumen & Komunikasi Pemasaran (Cetakan 1). PT Remaja Rosdakarya.
Tjiptono, F. (2019). Strategi Pemasaran: Prinsip dan Penerapan (A. Diana (ed.); 1st ed.). ANDI (Anggota IKAPI).
Tupti, Z., Arif, M., & Rambe, I. (2021). Analysis of Food Purchase Decision Models Using Media Applications in Private Universities During the Covid-19 Pandemic. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 1(1), 93–104. https://doi.org/10.54443/ijebas.v1i1.29
Türk, B., & Erciş, A. (2017). 4A Marketing Mix Impacts On Organic Food Purchase Intention. Serbian Journal of Management, 12(2), 189–199. https://doi.org/10.5937/sjm12-10785
Vendrell-Herrero, F., Gomes, E., Collinson, S., Parry, G., & Bustinza, O. F. (2018). Selling Digital Services Abroad: How Do Extrinsic Attributes Influence Foreign Consumers’ Purchase Intentions? International Business Review, 27, 173–185. https://doi.org/10.1016/j.ibusrev.2017.06.003
Wiratama, B., Wijaya, A. P., Prihandono, D., Wijayanto, A., & Suhud, U. (2022). Examining The Role Of Word Of Mouth In Purchase Decision: An Insight From Fashion Store. Business: Theory and Practice, 23(1), 231–238. https://doi.org/10.3846/btp.2022.12554
Zulkifli, A. (2020). Green Marketing: Redefinisi Green Product, Green Price, Green Place, dan Green Promotion (Cetakan 1). Graha Ilmu.
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2024-07-07
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