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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming International Journal of Business Studies Al-Isyraq: Jurnal Bimbingan, Penyuluhan, dan Konseling Islam Yumary: Jurnal Pengabdian kepada Masyarakat ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat Jurnal bintang manajemen Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Indonesian Journal of Emerging Trends in Community Empowerment
Niazi, Hakam Ali
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Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Mechanical Engineering Public Health Social Sciences Other

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Journal : Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo

 1 
PERAN INSTAGRAM DALAM MEMEDIASI GREEN MARKETING PADA UMKM MAKANAN DAN MINUMAN DI KULINER PAGI MALAM BINTARO, TANGERANG SELATAN Niazi, Hakam Ali
Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Vol 10, No 1 (2024)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/jep.v10i1.1912

Abstract

ABSTRAKPelaku usaha mikro kecil menengah (UMKM) memanfaatkan strategi green marketing untuk menunjukkan kontribusi mereka terhadap kepedulian pelestarian lingkungan. Para pelaku usaha tidak lagi menggunakan piring atau gelas sekali pakai atau plastik, tidak lagi menyediakan sedotan plastik, menggunakan peralatan dan bahan-bahan yang ramah lingkungan. Hal ini sudah diterapkan oleh beberapa pelaku usaha di Pusat kuliner pagi malam Bintaro di Tangerang Selatan. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana peran media social Instagram dapat memediasi pengaruh green product, green price, green promotion, dan green place terhadap keputusan pembelian. Responden dalam penelitian ini adalah pengunjung pusat kuliner Pagi Sore di Bintaro, Tangerang selatan. Menggunakan Teknik snowball sampling, sehingga didapat responden sebanyak 160. Metode penelitian menggunakan Sturcture Equation Model dengan Partials Least Square. Hasil penelitian membuktikan bahwa media social Instagram dapat memediasi pengaruh green product, green price, dan green promotion, terhadap keputusan pembelian secara signifikan, sedangkan media social Instagram tidak dapat memediasi pengaruh green place terhadap keputusan pembelian secara signifikan.Kata Kunci: Green Marketing, Instagram, Keputusan Pembelian, MediasiABSTRACTMicro, small and medium enterprises (MSMEs) utilize green marketing strategies to show their contribution to environmental conservation. Businesses no longer use disposable or plastic plates or cups, no longer provide plastic straws, use environmentally friendly equipment and materials. This has been implemented by several business actors at the Bintaro morning and night culinary center in South Tangerang. The purpose of this study was to determine how the role of social media Instagram can mediate the influence of green product, green price, green promotion, and green place on purchasing decisions. Respondents in this study were visitors to the Pagi Sore culinary center in Bintaro, South Tangerang. Using the snowball sampling technique, so that 160 respondents were obtained. The research method uses the Sturcture Equation Model with Partials Least Square. The results prove that Instagram social media can mediate the influence of green product, green price, and green promotion, on purchasing decisions significantly, while Instagram social media cannot mediate the influence of green place on purchasing decisions significantly.Keywords: Green Marketing, Instagram, Purchasing Decisions, Mediation
Co-Authors Anwar, Syaiful  Arif, Fadli Dewi, Yesi Puspita Hayatul Khairul Rahmat Indrabudiman, Amir Medina, Andri Nanang Suryadi Prasetya, Rizky Eka Retno Fuji Oktaviani Sucipto, Denny Thoha, M. Nuur Farid