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All Journal The World of Public Administration Journal The World of Financial Administration Journal The World of Business Administration Journal Jurnal Kolaborasi Pengabdian Masyarakat Fakultas Ilmu Administrasi
Natika, Luki
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Green Marketing Terhadap Purchase Intention Produk Garnier Pada Konsumen Di Kabupaten Subang Suparman, Ade; Natika, Luki; Muhammad, Aziz; Agustin, Alycia Putri
The World of Business Administration Journal Volume 7 Issue 1, Juni 2025
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37950/phkc3173

Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh green marketing terhadap purchase intention pada konsumen Garnier di Kabupaten Subang. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Objek dalam penelitian ini adalah masyarakat Kabupaten Subang pengguna Garnier dengan jumlah sampel sebanyak 100 orang. Sampel dalam penelitian ini ditentukan dengan rumus slovin dan Teknik pengambilan sampel yaitu non probability sampling. Pengumpulan data primer dilakukan dengan menggunakan kuesioner untuk memperoleh gambaran mengenai green marketing dan purchase intention produk Garnier di Kabupaten Subang, serta data sekunder diperoleh melalui studi literatur. Teknik analisis menggunakan regresi linear sederhana dengan bantuan SPSS versi 26.0. Berdasarkan perhitungan uji regresi linear sederhana diperoleh persamaan Y= 7,162 + 0,343x. Hasil analisis uji t diketahui bahwa variabel green marketing memberikan pengaruh yang signifikan terhadap purchase intention pada konsumen produk Garnier di Kabupaten Subang. Berdasarkan perhitungan nilai koefisien determinasi (R2) diperoleh nilai adjusted R square sebesar 0,493, hal ini menunjukkan bahwa variabel green marketing memberikan pengaruh yang signifikan terhadap purchase intention produk Garnier pada konsumen di Kabupaten Subang sebesar 49,3% sedangkan sisanya (50,7%) dipengaruhi oleh faktor lain yang tidak diteliti dalan penelitian ini. Kata kunci : Pemasaran Hijau, Minat Beli, Garnier   Abstract This research aims to analyze the effect of green marketing on purchase intention among Garnier consumers in Subang Regency. The research employs a quantitative method. The object of this study is the population of Garnier users in Subang Regency, with a sample size of 100 respondents. The sample was determined using the Slovin formula, and the sampling technique used was non-probability sampling. Primary data collection was conducted using a questionnaire to obtain insights into green marketing and purchase intention of Garnier products in Subang Regency, while secondary data was gathered through a literature study. The analysis technique applied was simple linear regression with the assistance of SPSS version 26.0. Based on the calculation of the simple linear regression test, the equation obtained is Y = 7.162 + 0.343x. The results of the t-test analysis revealed that the green marketing variable has a significant effect on purchase intention among Garnier consumers in Subang Regency. The calculation of the coefficient of determination (R²) shows an adjusted R square value of 0.493, indicating that the green marketing variable has a significant influence on purchase intention for Garnier products among consumers in Subang Regency by 49.3%, while the remaining 50.7% is influenced by other factors not examined in this study. Keywords: Green Marketing, Purchase Intention, Garnier.          
Co-Authors Agustiani, Intan Agustin, Alycia Putri Akbar, Yanuar Amarani, Diana Aryanti, Rina Aulia, Silvi Desi Puspitasari Dinarwati, Sri Gadzali, Silvi Sondari Gadzali, Silvy Sondari Iin Inayah, Iin Kusnadi, Iwan Henri Muhammad, Aziz Natika, Annissaa Nisa, Rani Attakun Nugraha, Sofyan Pathony, Tony Rofi, Abdul Rosidi, Didi Ruchendi, Hani Salsabila, Khalida Salsadila, Fadia Septiani, Dea Setiarani, R. Aulia Bunga Subagja, Agus Dedi Sulistia, Tania Suparman, Ade Syarifah, Ane