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All Journal Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA) Jurnal Sosial Humaniora Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal Gema Wiralodra Journal of Tourism Destination and Attraction Jurnal Hospitality dan Pariwisata RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship) Journal FAME (Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services Jurnal Pengabdian dan Kewirausahaan As-Sidanah : Jurnal Pengabdian Masyarakat Jurnal Abdimas Terapan Jurnal Pariwisata Nusantara Jurnal Darmawisata Jurnal Abdimas Terapan E-Amal: Jurnal Pengabdian Kepada Masyarakat
Djunaid, Ika Suryono
Universitas Bunda Mulia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Transportation Other

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The effect of green marketing on purchase decisions in ecaps Putra, Rezky Pujangga; Djunaid, Ika Suryono
Gema Wiralodra Vol. 14 No. 2 (2023): gema wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v14i2.490

Abstract

This study aims to examine the influence of green marketing on purchasing decisions at Ecaps. The research sample consists of 100 randomly selected Ecaps customers. The data used in this study includes both primary and secondary data, with the primary data collected through a validated and reliable questionnaire. The data analysis methods include simple regression, F-test, T-test, determination coefficient (R2), and correlation coefficient. The findings of this study indicate that the green product dimension does not have a significant positive impact on purchasing decisions at Ecaps. However, the green advertising and green brand dimensions have a significant favorable influence on purchasing decisions at Ecaps. The determination coefficient (R2) indicates that the variables in the research model explain approximately 44,1% of the variation in purchasing decisions. At the same time, the remaining variation is influenced by other unexplored factors. The data analysis was conducted using SPSS version 29 software. The main finding of this research highlights the importance of green marketing in influencing purchasing decisions at Ecaps. This study provides valuable insights for Ecaps in developing marketing strategies focusing on environmental aspects to enhance consumer purchasing decisions. As recommendations, the company must prioritize the development of environmentally friendly and sustainable products to create added value for consumers. Additionally, implementing advertising strategies aligned with sustainability values and building a strong brand image as an environmentally conscious company is essential. The company may also consider developing environmental-focused corporate social responsibility programs and promoting them to enhance purchasing decisions.
Co-Authors Angellyna Angellyna Antonius Rizki Krisnadi Clarisa Lie Sudarmawan DESSY NATALIA Dessy Natalia Dewantara Fachrureza Dewantara, Yudhiet Fajar Fabrius Fabrius Facrureza, Dewanta Fernando Fernando, Fernando Hema, Lamtiar Imam Ardiansyah Iskandar, Hari Liliana Dewi Marcella Agrifin Meylin Stevani Lumiwu Mikhael Mikhael Mikhael Mikhael Mita Agustiana Nurudin, Muhamad Paulina Paulina Putra, Rezky Pujangga Rosanto, Stephanie Sofiani, Sofiani Susanto, Prayogo Vishnuvardhana S Soeprapto Vishnuvardhana Soeprapto Vishnuvardhana, Vishnuvardhana