Pengaruh Green Marketing dan Kesadaran Religius terhadap Keputusan Membeli Produk Rumah Tangga Ramah Lingkungan pada Keluarga Muslim Kota Medan

Novan Wicaksana
Nur Ahmadi Bi Rahmani
Reni Ria Armayani Hasibuan

Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah
Vol. 4 No. 2 (2026): Mei : Jurnal Penelitian Ilmu Ekonomi dan Keuangan Syariah

Escalating household waste generation and environmental degradation necessitate a shift toward eco-conscious consumption practices. This study evaluates how Green Marketing and Religious Awareness drive the Purchasing Decision for Eco-Friendly Household Products among Muslim Families in Medan City. Utilizing a quantitative survey design, primary data were gathered via questionnaires from 100 respondents selected through a purposive sampling approach. The dataset was analyzed using multiple linear regression in SPSS 26. Findings demonstrate that Green Marketing exerts a statistically significant positive effect on buying decisions (t = 6.049, p < 0.001). Similarly, Religious Awareness positively and significantly influences purchasing behavior (t = 5.707, p < 0.001). Simultaneously, both predictors account for 60.1% of the variance in consumer choices (R² = 0.601). Ultimately, combining eco-centric marketing tactics with religious values serves as a potent framework for fostering sustainable consumption habits within Muslim households across Medan.