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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Enrichment : Journal of Management
Mutahajjid, Zul Azmi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Choosing environmentally friendly dish soap in medan: price and environmental considerations Mutahajjid, Zul Azmi; Effendi, Ihsan; Sugito, Sugito
Enrichment : Journal of Management Vol. 14 No. 2 (2024): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i2.1919

Abstract

This research aims to analyze the influence of price and environmental concern on the intention to purchase environmentally friendly dishwashing soap products in Medan Denai District. This research uses quantitative methods with simple random sampling techniques. Data was collected through questionnaires distributed to 98 respondents in Medan Denai District. Data were analyzed using multiple linear regression. The research results showed that there was a positive and significant influence between price and environmental concern on the intention to purchase environmentally friendly dish soap products. This means that the lower the product price, the higher the consumer's purchase intention to buy that product. In addition, the higher the level of consumer environmental awareness, the higher their purchasing intention to buy environmentally friendly products. This research has implications for producers and marketers of environmentally friendly dish soap products. Manufacturers need to pay attention to competitive pricing and marketing strategies that focus on increasing consumers' environmental awareness. Marketers need to emphasize the benefits and advantages of environmentally friendly products in an effort to increase consumer purchasing intentions
Analysis Of Millennial Consumer Trust In Environmentally Friendly Products In Medan Denai District, Medan City Mutahajjid, Zul Azmi; Efendi, Ihsan; Aisyah, Nur
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 2 (2026): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i2.9259

Abstract

This study aims to analyze millennial consumer trust in environmentally friendly products in the Medan Denai District, Medan City. The independent variables used include product information (X1), product quality (X2), and product price (X3); the mediating variable is consumer trust (Z); and the dependent variable is purchase decision (Y). This research employs a quantitative method with data collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.1. The population of the study consists of 129 individuals, and the sample size was determined using Slovin's formula with a 5% margin of error. The results indicate that product information, product quality, and product price significantly affect consumer trust. Consumer trust, in turn, has the greatest impact on purchase decisions, with an Original Sample (O) value of 0.710 and a T-statistic of 8.875. Product price significantly influences both trust (O = 0.420, T = 3.000) and purchase decision (O = 0.210, T = 2.333), indicating that a reasonable or competitive price can enhance consumer trust and drive purchasing behavior. Similarly, product information significantly affects trust (O = 0.310, T = 2.385) and purchase decision (O = 0.280, T = 2.667). Product quality also affects trust (O = 0.290, T = 2.320) and purchase decision (O = 0.240, T = 2.526), though to a slightly lesser degree. The indirect path analysis shows that consumer trust significantly mediates the relationship between the three independent variables and the purchase decision. Product price has an indirect effect through trust (O = 0.350, T = 2.917), as do product information (O = 0.230, T = 2.091) and product quality (O = 0.260, T = 2.476). These findings highlight that trust is a key factor in driving millennial consumers' decisions to purchase environmentally friendly products, which can be enhanced through pricing strategies, clear product information, and consistent product quality.
Co-Authors Efendi, Ihsan Ihsan Effendi Nur Aisyah Sugito -