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A. Efendi
Jurusan Ilmu Administrasi Bisnis, FISIP, Universitas Lampung
Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PERSPEKTIF GREEN MARKETING TOOLS PADA PEMBELIAN PRODUK RAMAH LINGKUNGAN Widya Khairunnisa; A. Efendi; Ghia Subagja
Jurnal Perspektif Bisnis Vol 4 No 2 (2021): Jurnal Perspektif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.563 KB) | DOI: 10.23960/jpb.v4i2.72

Abstract

This study aims to determine the level significance effect of green products, green advertising, and green packaging on consumer purchasing decisions Love Beauty and Planet products with an explanatory quantitative approach. The sampling technique used is purposive sampling on 100 respondents. Data analysis was performed by multiple linear regression analysis. The results showed that there was an effect of green product, green advertising, and green packaging partially and simultaneously on purchasing decisions. The biggest effect in this study was green advertising variable with advertisements that display the characteristics of eco-friendly products, so as to instill a good impression in the minds of consumers and encourage purchase decisions. However, the message elements contained in green advertising have low value for consumers, so that efforts are needed to improve these aspects. The research implication proves that eco-friendly marketing stimuli have a positive effect on purchasing decisions. ABSTRAK Penelitian bertujuan untuk mengetahui tingkat signifikansi pengaruh green product, green advertising, dan green packaging terhadap keputusan pembelian konsumen produk Love Beauty and Planet melalui pendekatan kuantitatif dengan jenis penelitian eksplanatori. Teknik sampling yang digunakan yaitu purposive sampling dengan jumlah 100 responden. Analisis data dilakukan melalui analisis regresi linear berganda. Hasil penelitian menunjukan terdapat pengaruh signifikan green product, green advertising, dan green packaging secara parsial maupun simultan terhadap keputusan pembelian. Pengaruh terbesar terletak pada variabel green advertising dengan iklan yang menampilkan karakteristik produk ramah lingkungan sehingga menanamkan kesan baik di benak konsumen dan mendorong keputusan pembelian. Namun, elemen pesan yang terdapat dalam green advertising memiliki nilai yang rendah bagi konsumen, sehingga diperlukan upaya peningkatan pada aspek tersebut. Implikasi penelitian membuktikan bahwa stimulus pemasaran yang ramah lingkungan berpengaruh positif terhadap keputusan pembelian.
PENGARUH LABEL HALAL, BEAUTY VLOGGER, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN Afrillia Setiarini; A. Efendi; Deddy Aprilani
Jurnal Perspektif Bisnis Vol 5 No 1 (2022): Jurnal Perspektif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jpb.v5i1.131

Abstract

ABSTRACT The purpose of this study was to determine the influence of halal labeling, Beauty Vlogger and product quality on Safi beauty product purchasing decisions. The type of study used in this study is a descriptive study using a quantitative approach in the form of case studies. The user population is women living in Bandar Lampung with 100 respondents from consumers of Safi products. Sampling was determined by purposive sampling method. Data were analyzed using multiple linear analysis test with SPSS 28 program test tool. Based on the results of the research and data analysis, it was shown that the halal label variable had no significant or very small impact on 17.6% of purchasing decisions. Beauty vlogger variables have a 29.3% positive and significant impact on purchasing decisions, and product quality has a 44.4% positive and significant impact on purchasing decisions. At the same time, halal labels, cosmetology bloggers and purchase decisions have a positive and significant impact of 58.1% on purchase decisions. So that these three variables can improve purchasing decisions for Safi's beauty products. ABSTRAK Tujuan penelitian ini yaitu untuk mengetahui pengaruh Label Halal, Beauty Vlogger, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kecantikan Safi. Jenis penelitian yang digunakan dalam penelitian ini yakni penelitian deskriptif dengan menggunakan pendekatan kuantitatif berupa studi kasus. Populasi yang digunakan yaitu wanita yang berdomisili di Bandar Lampung dengan 100 responden yang merupakan konsumen prosuk Safi. Pengambilan sampel ditentukan dengan metode sampling purposive. Data dianalisis menggunakan uji analisis linier berganda dengan alat uji program SPSS 28. Berdasarkan hasil penelitian dan analisis data, pengaruh variabel label halal terhadap keputusan pembelian yaitu tidak signifikan atau sangat kecil, dengan tingkat pengaruh sebesar 17,6%.Variabel beauty vlogger berpengaruh positif dan signifikan sebesar 29,3% terhadap keputusan pembelian dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 44,4%. Secara simultan label halal, beauty vlogger, dan keputusan pembelian berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 58,1%. Sehingga ketiga variabel tersebut dapat meningkatkan keputusan pembelian terhadap produk kecantikan Safi.
Co-Authors Afrillia Setiarini Deddy Aprilani Ghia Subagja Widya Khairunnisa