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All Journal Jurnal Bisnis dan Pembangunan Journal of Development Administrations Thinking Understand: Public and Business Administration (DATU)
Haris Fadillah
Sekolah Tinggi Ilmu Administrasi Amuntai
Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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CONSUMER PERCEPTION OF GREEN MARKETING STRATEGY ON PURCHASE INTENTION IN AMUNTAI, HULU SUNGAI UTARA REGENCY Haris Fadillah
Journal of Development Administrations Thinking Understand: Public and Business Administration (DATU) Vol. 2 No. 1 (2025): Journal of Development Administrations Thinking Understand: Public and Business
Publisher : PPPM STIA Amuntai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36658/datu.v2.i1.1288

Abstract

This study aims to explore consumer perceptions of green marketing strategies and to what extent these strategies influence purchase intention toward sustainable products in Amuntai, Hulu Sungai Utara Regency. The research is grounded in the growing awareness of environmental issues such as pollution, climate change, and plastic waste, which have prompted businesses to adopt environmentally friendly marketing approaches. A descriptive qualitative method was employed, utilizing in-depth interviews, participatory observation, and documentation as data collection techniques. The findings reveal that several local SMEs have started implementing elements of green marketing, such as using eco-friendly materials and promoting environmental education through their marketing channels. Consumers in this region—especially young adults and environmentally conscious households—are showing a growing interest in sustainable products, particularly those with natural ingredients, eco-friendly packaging, and clear environmental messaging. However, significant challenges remain, including limited knowledge among business owners, higher production costs, and a lack of local government support. The study concludes that green marketing holds substantial potential to increase consumer purchase intention, yet it requires a more structured, collaborative, and educational approach. These findings offer strategic insights for local SMEs, government stakeholders, and community groups seeking to advance sustainable business practices in the region.
Influence of Service Quality Towards Customer Satisfaction Level Study At PT. Murakata Lestari Air Minum (Perseroda) Barabai District, Hulu Sungai Tengah Regency Nurul Hasanah; Ary Yudianto; Haris Fadillah; Muhammad Egi Turahman
JURNAL BISNIS DAN PEMBANGUNAN Vol. 15 No. 1 (2026): Jurnal Bisnis dan Pembangunan
Publisher : Program Magister Ilmu Administrasi Bisnis FISIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jbp.1515i1.128

Abstract

This research analyzes the influence of service quality on customer satisfaction at PT. Air Minum Murakata Lestari (PERSERODA) in Barabai District, Hulu Sungai Tengah Regency. The availability of quality clean water is crucial, and service quality determines the company's reputation and customer satisfaction. The study aims to identify and analyze the impact of service quality on customer satisfaction. Employing a quantitative approach with a survey method, this research involved 20 customer respondents. Data were analyzed using simple linear regression, validity, reliability, normality tests, F-test, t-test, and determination (R2). The results indicate that service quality significantly and positively influences customer satisfaction, with a regression test significance value of 0.003 < 0.05,  64.279 >  3.55, and  7.069 >  1.724). Thus, the alternative hypothesis Ha is accepted, and the null hypothesis Ho is rejected. Service quality explains 41% of the variation in customer satisfaction. This study emphasizes the importance of service quality in shaping customer satisfaction for clean water providers, offering strategic input for service improvement tailored to customer needs
Co-Authors Ary Yudianto Muhammad Egi Turahman Nurul Hasanah