Pengaruh Green Marketing Terhadap Keputusan Pembelian Konsumen (Survei Pada Konsumen The Body Shop Di Indonesia Dan Di Malaysia)
Pengaruh Green Marketing Terhadap Keputusan Pembelian Konsumen (Survei Pada Konsumen The Body Shop Di Indonesia Dan Di Malaysia)
Pengaruh Green Marketing Terhadap Keputusan Pembelian Konsumen (Survei Pada Konsumen The Body Shop Di Indonesia Dan Di Malaysia)
ABSTRACT
This research aims to examine the influence of green marketing straegy towards purchasing decision in
either silmultaneously and partially as well as to identify any differences in the effect of green marketig
towards purchasing decision of consumers in Indonesia and Malaysia. The type of this research is
explanatory research with quantitative approach. Variables used in this research are Environmental
Awarenes (X1), Green Product Features (X2), Green Product Price, Green Product Promotion (X4) and
Purchase Decision. The research population are the people who live in Jakarta-Indonesia and Kuala
Lumpur-Malaysia who are consumers of green products The Body Shop. Total sample in this study is as
much as 113 respondents. Methods of data collection using a questionnaire distributed through google
forms. The data analysis used are multiple linear regression analysis and comparative analysis. The
analysis showed that there is a significant influence together and partially between variables Environmental
Awareness (X1), Green Product Features (X2), Green Product Price (X3), Green Product Promotion (X4)
towards Purchase Decision (Y). The results of the comparative analysis showed no significant differences
between the effects of environemtal awareness, green product features, green products and green product
promotion price on purchase decisions among consumers in Indonesia and in Malaysia.
Key Word: environemtal awareness, green product features, green product price, green product
promotion, purchase decision.
ABSTRAK
Penelitian ini bertujuan untuk mengetahui dan menjelaskan dampak dari strategi green marketing terhadap
keputusan pembelian baik secara bersama-sama maupun parsial dan juga untuk mengetahui dan menjelaskan
perbedaan pengaruh green marketing terhadap keputusan pembelian antara konsumen di Indonesia dan di
Malaysia. Jenis penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif. Variabel yang
digunakan dalam penelitian ini adalah Environmental Awareness (X1), Green Product Features (X2), Green
Product Price (X3), Green Product Promotion (X4), dan Keputusan Pembelian (Y). Populasi penelitian ini
adalah masyarakat yang berdomisili di Jakarta-Indonesia dan Kuala Lumpur-Malaysia yang merupakan
konsumen produk hijau The Body Shop. Total sampel dalam penelitian ini adalah sebanyak 113 orang
responden. Metode pengumpulan data menggunakan kuesioner atau angket yang disebarkan melalui google
forms. Analisis data yang digunakan adalah analisis regresi linier berganda dan analisis komparatif. Hasil
analisis menunjukkan bahwa terdapat pengaruh yang signifikan secara bersama-sama dan secara parsial
antara variabel Environmental Awareness (X1), Green Product Features (X2), Green Product Price (X3),
Green Product Promotion (X4) terhadap Keputusan Pembelian (Y). Hasil analisis uji beda independent t-
test menujukkan tidak terdapat perbedaan yang signifikan antara pengaruh environemtal awareness, green
product features, green product price dan green product promotion terhadap keputusan pembelian antara
konsumen di Indonesia dan di Malaysia.
Kata kunci: environemtal awareness, green product features, green product price, green product
promotion, keputusan pembelian.
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