PENGARUH GREEN PRODUCT AWARENESS DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK GREEN BODY CARE
Keywords:
Green product awareness, pengetahuan produk, keputusan pembelian
Abstract
Tujuan penelitian ini untuk mengetahui pengaruh dari green product awareness dan pengetahuan produk pada keputusan pembelian produk green body care. Jenis penelitian ini adalah kausal menggunakan pendekatan kuantitatif. Adapun riset ini menggunakan metode survei dengan purposive sampling sebagai teknik pengambilan sampel. Sampel penelitian yang digunakan yaitu 100 orang responden. Instrumen penelitian yang digunakan adalah angket yang disebarkan secara online. Angket tersebut memperoleh 114 tanggapan responden, peneliti memilih 100 responden yang sesuai dengan kriteria penelitian yaitu konsumen yang pernah membeli produk green body care. Teknik analisis yang digunakan adalah regresi ganda. Hasil dari penelitian ini menjelaskan variabel green product awareness tidak berpengaruh signifikan terhadap keputusan pembelian green body care dengan nilai signifikansinya sebesar 0,145 > 0,05. Sedangkan variabel pengetahuan produk secara signifikan memengaruhi keputusan pembelian konsumen pada produk green body care yaitu dengan nilai signifikansi sebesar 0,000 < 0,05. Dari hasil uji R2 variabel independen secara simultan memiliki sumbangan pengaruh sebesar 48,5%.
Kata Kunci: Green product awareness, pengetahuan produk, keputusan pembelian
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Yoesmanam, I. C. (2015). Pengaruh Pengetahuan Produk dan Persepsi Kualitas Produk terhadap Keputusan Pembelian pada Kosmetik Organik. BISMA (Bisnis Dan Manajemen), 7(2), 134–142.
Augusta, E. D., Mardhiyah, D., & Widiastuti, T. (2019). Effect of country of origin image, product knowledge, brand familiarity to purchase intention Korean cosmetics with information seeking as a mediator variable: Indonesian women’s perspective. Dermatology Reports, 11(S1), 7–10. https://doi.org/10.4081/dr.2019.8014
Azad, K. P., &Laheri, V K. 2014. ConsumerAdoptionof Green ProductsandtheirRole in Resources Management. Indian JournalofCommerce&ManagementStudies, 5 (3), 22-28.
Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products: A cognitive mapping approach. Qualitative Market Research, 18(2), 188–209. https://doi.org/10.1108/QMR-06-2012-0030
Hsu, Y., & Hsu, Y. (2015). the Influence of Brand Awareness and Experiential Quality : Taking Manufacturer Brands and Private. International Journal of Business and Commerce, 4(6), 84–98.
Johnstone, M. L., & Tan, L. P. (2015). Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour. Journal of Business Ethics, 132(2), 311–328. https://doi.org/10.1007/s10551-014-2316-3
Kotler, P. &Keller, K. L. 2016. MarketingManagementGlobalEdition, 15th edition.Publishedbypearsoneducation, Inc.
Maghfiroh, D. F., & Pangestuti, E. (2019). Pengaruh Terpaan Buzz Marketing dan Product Knowledge Terhadap Purchase Decision Pada Produk Nature Republic ( Survei Pada Mahasiswa S1 Universitas Brawijaya Angkatan 2015-2018 ). 73(2), 114–121.
Malik, M. I., Nawaz Mir, F., Hussain, S., Hyder, S., Anwar, A., Khan, Z. U., Waseem, M. (2019). Contradictory results on environmental concern while re-visiting green purchase awareness and behavior. Asia Pacific Journal of Innovation and Entrepreneurship, 13(1), 17–28.https://doi.org/10.1108/apjie-11-2018-0061
Muslim, E., & Indriani, D. R. (2014). Analisis Pengaruh Eco-Label terhadap Kesadaran Konsumen untuk Membeli Green Product. 13(1), 66–80.
Nasution, M. D. T. P., & Rossanty, Y. (2018). Information Search and Intentions To Purchase: the Role of Country of Origin Image, Product Knowledge, and Product Involvement. Journal of Theoretical and Applied Information Technology, 96(10), 375–385.Natural ProductsAssociation. “The Essenceofthe NPA Natural Standard”, artikel (online), https://www.npanational.org/certifications/natural-seal/natural-seal-personal-care/, tanggapan11 Maret 2020.
Peter, J.P &Olson, J.C. 2014. Perilaku Konsumen & Strategi PemasaranEdisi 9. Buku 1. Terjemahan oleh Dwiandani, D. T. Jakarta : Salemba Empat. ISBN 9789790612662.
Pranoto, A. (2017). Analisis Faktor Yang Mempengaruhi Minat Beli Konsumen Terhadap Preferensi Pembelian Antara Produk Kosmetik Ramah Lingkungan Dan Konvensional. Arthavidya Jurnal Ilmiah Ekonomi, 19(2), 133–151.
Sangadji, E.M & Sopiah. 2013. Perilaku Konsumen : Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. Edisi 1. Yogyakarta : Andi. ISBN 9789792935752
Shidiq, A. M. N., & Widodo, A. (2018). Green Product Purchase Intention: Impact of Knowledge and Green Attitude Minat Pembelian Produk Ramah Lingkungan: Dampak Pengetahuan dan Sikap Berwawasan Lingkungan. Jurnal Sekretaris & Administrasi Bisnis, II(2), 60–73.
Siddique, Z. R., & Hossain, A. (2018). Sources of Consumers Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh. 11(3). https://doi.org/10.5539/jsd.v11n3p9
Stanton, J. V., & Cook, L. A. (2019). Product knowledge and information processing of organic foods. Journal of Consumer Marketing, 36(1), 240–252. https://doi.org/10.1108/JCM-07-2017-2275
Suki, N. M. (2013). Green awareness effects on consumers’ purchasing decision: Some insights from Malaysia. International Journal of Asia-Pacific Studies, 9(2), 49–63.
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2). https://doi.org/10.1108/YC-12-2018-0898
Tejpal, M. (2016). Green Marketing : Awareness and Acceptability of Green Products and Green Initiatives in Northern India. Journal of Management & Technology, 1(1), 1–8.
Yoesmanam, I. C. (2015). Pengaruh Pengetahuan Produk dan Persepsi Kualitas Produk terhadap Keputusan Pembelian pada Kosmetik Organik. BISMA (Bisnis Dan Manajemen), 7(2), 134–142.
Published
2021-01-12
How to Cite
Tridiwianti, F., & Harti, H. (2021). PENGARUH GREEN PRODUCT AWARENESS DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK GREEN BODY CARE. Jurnal Pendidikan Tata Niaga (JPTN), 9(1), 1104-1110. https://doi.org/10.26740/jptn.v9n1.p1104-1110
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