PENGARUH STRATEGI GREEN MARKETING DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KAOS LOKAL KERJODALU
Keywords:
green marketing, social media marketing, purchase decision
Abstract
A smart company will take advantage of environmental issues and technological advancements to attract more customers. The purpose of this study was to examine the effect of green marketing strategies and social media marketing on purchasing decisions on Kerjodalu t-shirts. This is a quantitative survey research that uses random sampling techniques to determine a sample of 131 customers. The data source used primary data in the form of online questionnaires with Likert scale measurement. The analytical test used is multiple linear analysis which includes the T test, F test and the coefficient of determination. The result of this research is that green marketing strategy has a significant effect on purchasing decisions t-count of 10.364. Social media marketing strategy has a significant effect on purchasing decisions with a t-count value of 2.026. Simultaneously, the green marketing strategy and social media marketing have an effect simultaneously with an F-count value of 108.469
References
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Sugiyono (2019) Metode Penelitian Kuantitatif Kualitatif Dan R&D. 2 ed. Diedit oleh Sutopo. Bandung: Alfabeta.
Sujarweni, V. W. (2014) SPSS untuk Penelitian. Yogyakarta: Pustaka Baru.
Wibasuri, A. (2020) “Measurement Social Media Marketing dan Sertifikasi Halal Terhadap Minat Beli Produk Makanan Pada Aplikasi Belanja Online Shopee,”hal. 68–78. Tersedia pada: https://jurnal.darmajaya.ac.id/index.php/PSND/article/view/2564.
Zaky, M. H. dan Purnami, N. M. (2020) “Green Marketing Mix Berpengaruh Terhadap Keputusan Pembelian Produk Big Tree Farms Di Lotus Food Services,” E-Jurnal Manajemen Universitas Udayana, 9(2), hal. 678. doi: 10.24843/ejmunud.2020.v09.i02.p14.
Artanti, Y., Hari Prasetyo, F. dan Sulistyowati, R. (2019) “How Social Media Marketing Influences Online Purchasing Decision: Study of the Viral Marketing and Perceived Ease of Use,” KnE Social Sciences, 3(11), hal. 988. doi: 10.18502/kss.v3i11.4066.
Ayu, I. et al.(2020) “Kombinasi Green Marketing dan Green Product terhadap Keputusan Pembelian Tupperware ( Studi Kasus pada Persit Kodim 0821 Lumajang ),” hal. 42–47.
Azizah, N., Carolina, P. S. dan Alfaizi, M. R. (2020) “Pengaruh Penentuan Strategi Komunikasi Pemasaran Terhadap Minat Beli Masyarakat Pada Produk Lokal Program Studi Akuntansi , Fakultas Bisnis dan Ekonomika Program Studi Teknik Industri , Fakultas Teknologi Industri Program Studi Akuntansi , Fakultas Bisnis,” 8(2), hal. 87–98.
Dahlstrom, R. (2011) Green marketing management, University Of Kentucky. South-Wetern, Cengage Learning.
Dahmiri et al.(2018) “Batik Jambi Promotion Based on Social Media in Asean Economics Community,” 1, hal. 323–329. doi: 10.1108/978-1-78756-793-1-00015.
Hardiyanto, N. et al.(2020) “Customer Purchase Intentions on Hijab Fashion : The Role of Social Media Marketing Instagram and Product Quality,” International Journal of Applied Business Research, 2(2), hal. 139–149. doi: 10.35313/ijabr.v0i0.108.
Karlina, G. dan Setyorini, R. (2018) “Pengaruh Green Marketing Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Mediator ( Studi Pada Innisfree Bandung ),” Management & Accounting Expose, 1(2), hal. 56–65.
Kirgiz,A. C. (2016) Green marketing : a case study of the sub-industry in Turkey. London: Palgrave Macmillan UK.
Kotler, P. dan Armstrong, G. (2017) Principles of Marketing. 17th ed. London: Pearson.
Kotler, P., Kartajaya, H. dan Setiawan, I. (2017) Marketing 4.0 Moving from Traditional to Digital. Canada: John Wiley & Sons.
Kotler, P. dan Keller, K. L. (2016) Marketing Management 15 Global Edition. Pearson.
Kristiawan, T. A. dan Keni, K. (2020) “Pengaruh packaging, social media marketing dan electronic word of mouth terhadap keputusan pembelian busana brand lokal 1),” DeReMa (Development of Research Management), 15(2), hal. 244–256.
Kurniawan, A. W. dan Puspitaningtyas, Z. (2016) Metode Penelitian Kuantitatif. Yogyakarta: Pandiva Buku.
Kusuma, E. I. et al.(2017) “Pengaruh Strategi Green Marketing Dan Pengetahuan Lingkungan Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervining (Studi pada member Tupperware di Kota Rangkasbitung)” hal. 33–50.
Mehta, C. R. dan Patel, N. R. (2012) IBM SPSS Exact Tests. Cytel Software Corporation and Harvard School of Public Health.
Mukuan, D. D. S. (2020) “Green Marketing terhadap Keputusan Pembelian pada Starbucks Manado Town Square,” 1(3), hal. 274–278.
Podvorica, G. dan Ukaj, F. (2019) “The Role of Consumers’ Behaviour in Applying Green Marketing: An Economic Analysis of the Non-alcoholic Beverages Industry in Kosova,” Wroclaw Review of Law, Administration & Economics, 9(1), hal. 1–25. doi: 10.1515/wrlae-2018-0061.
Putra, I. et al.(2020) “Process of decisions making purchase online on Instagram social media,” Sloap.Org, 3(June), hal. 165–171. Tersedia pada: https://sloap.org/journal/index.php/ijbem/article/view/167.
Riduwan (2013) Cara Mudah Belajar SPSS 17.0 dan Aplikasi Statistik Penelitian. Yogyakarta: Alfabeta.
Said, S. et al.(2020) “Green Marketing Practice In Purchasing Decision Home Care Product,” (August).
Sarah, Y. dan Sutar, S. (2020) “Pengaruh Green Marketing, Corporate Social Responsibility Terhadap Brand Image Dan Keputusan Pembelian,” Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(1), hal. 33–47. doi: 10.37932/j.e.v10i1.30.
Science, E. (2021) “Green marketing mix : an example of its influences on purchasing decision Green marketing mix : an example of its influences on purchasing decision.” doi: 10.1088/1755-1315/733/1/012064.
Sufian, A. et al.(2020) “the Impact of Social Media Marketing on Sales Performance of Small Online Business,” 07(03), hal. 922–940.
Sugiyono (2019) Metode Penelitian Kuantitatif Kualitatif Dan R&D. 2 ed. Diedit oleh Sutopo. Bandung: Alfabeta.
Sujarweni, V. W. (2014) SPSS untuk Penelitian. Yogyakarta: Pustaka Baru.
Wibasuri, A. (2020) “Measurement Social Media Marketing dan Sertifikasi Halal Terhadap Minat Beli Produk Makanan Pada Aplikasi Belanja Online Shopee,”hal. 68–78. Tersedia pada: https://jurnal.darmajaya.ac.id/index.php/PSND/article/view/2564.
Zaky, M. H. dan Purnami, N. M. (2020) “Green Marketing Mix Berpengaruh Terhadap Keputusan Pembelian Produk Big Tree Farms Di Lotus Food Services,” E-Jurnal Manajemen Universitas Udayana, 9(2), hal. 678. doi: 10.24843/ejmunud.2020.v09.i02.p14.
Published
2021-07-01
How to Cite
Saka Pertiwi, B., & Sulistyowati, R. (2021). PENGARUH STRATEGI GREEN MARKETING DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KAOS LOKAL KERJODALU. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1376-1382. https://doi.org/10.26740/jptn.v9n3.p1376-1382
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