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All Journal Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi
Ascasaputra Aditya
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Humanities Economics, Econometrics & Finance Environmental Science

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Analisis Faktor- Faktor Yang Mempengaruhi Pembelian Green Pada Mahasiswa Daerah Istimewa Yogyakarta Ascasaputra Aditya; Jumadi; Retno Septiana
Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Vol. 8 No. 1 (2025): November 2024 - April 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi LPI Makasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56070/jinema.v8i1.166

Abstract

Green marketing is one of the activities carried out by companies to apply concepts that pay attention to the environment in marketing activities. Several studies regarding the factors that cause the purchase of green products have produced different findings. There are several factors that influence the purchase of green products, including: perceived product price & quality (PQ), organization's green image (OGI), environmental concern (EC), and environmental knowledge (EK) on green purchase intention (GPI). Other research finds that perceived green value, perceived consumer effectiveness and environmental knowledge. To find out in more detail about the factors that influence green purchases, researchers conducted a descriptive analysis of indicators from the Environmental concern variable (Channa et al., (2021), Green product (Emekei, 2019), Perceived price (Lavuri & Susandy, 2020) , and Green buying behavior (Ghali-Zinoubi, 2020). The results obtained were that respondents paid the most attention to environmentally friendly product labels and content information on products. Apart from that, researchers also obtained data about green products that were often purchased, namely bags and eating and drinking utensils, apart from this. It was found that green products were purchased more offline in retail stores than online. keyword: Product green, Perceived price, Environmental concern, Green buying behaviour
Pengaruh efektivitas Strategi Pemasaran Hijau Terhadap Keputusan Pembelian Produk Hijau Di Daerah Istimewa Yogyakarta Ascasaputra Aditya; Delvia Meidiana Sholikhah
Jurnal Ilmiah Neraca : Ekonomi Bisnis, Manajemen, Akuntansi Vol. 8 No. 2 (2025): Vol.8 No.2 Mei-Oktober (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi LPI Makasar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56070/jinema.v8i2.235

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh variabel strategi pemasaran hijau—produk, harga, distribusi, dan promosi—terhadap keputusan pembelian produk hijau di Daerah Istimewa Yogyakarta. Pendekatan penelitian menggunakan metode kuantitatif dengan teknik survei melalui kuesioner yang dibagikan kepada 122 responden. Mayoritas responden adalah pelajar/mahasiswa (64,8%), berusia 21–30 tahun (71,3%), lulusan SMA/SMK (62,3%), dan memiliki pendapatan atau uang saku bulanan antara Rp 500.000–Rp 1.000.000 (41,8%). Uji validitas dan reliabilitas menunjukkan seluruh item instrumen penelitian valid dan reliabel. Uji asumsi klasik mengonfirmasi data berdistribusi normal, tidak terjadi heteroskedastisitas, tidak terdapat multikolinearitas, serta hubungan antarvariabel bersifat linear. Analisis regresi berganda menghasilkan persamaan: Keputusan Pembelian=−0,017+0,235(Produk)+0,310(Harga)+0,114(Distribusi)+0,339(Promosi). Hasil uji parsial menunjukkan bahwa produk, harga, dan promosi berpengaruh positif signifikan terhadap keputusan pembelian, sedangkan distribusi tidak berpengaruh signifikan. Uji simultan (F = 45,755; sig. 0,000) menyatakan bahwa keempat variabel secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Temuan ini menyiratkan bahwa peningkatan kualitas produk, penetapan harga yang kompetitif, dan promosi yang tepat sasaran merupakan kunci dalam mendorong konsumen membeli produk hijau, sedangkan distribusi belum menjadi faktor dominan dalam keputusan pembelian di wilayah penelitian.
Co-Authors Delvia Meidiana Sholikhah Jumadi Retno Septiana