PENGARUH GREEN MARKETING DAN GREEN PACKAGING TERHADAP PERILAKU KONSUMEN GUARDIAN SUPERMARKET SURABAYA
Keywords:
Consumer behavior, Green Marketing, Green Packaging
Abstract
The reason of this study is think about the effect of green marketing and green packaging on consumer behavior at Guardian Supermarket Royal Plaza Surabaya. The sample consisted of 330 respondents who were visitors to the Guardian who had purchased at the Guardian, knew about green marketing and green packaging at the Guardian. The sampling technique used is purposive sampling. Data collection techniques used online questionnaires in the form of Google forms, data analysis using SmartPLS 3.0 software. The comes about of this think about demonstrate that green marketing incorporates a positive effect on consumer behavior and green packaging features a positive impact on comsumer behavior.
References
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PRA. (2022). Guardian Indonesia Bangun Fasilitas Air Bersih dalam Kampanye Global. Radar Bandung. https://www.radarbandung.id/2022/11/30/guardian-indonesia-bangun-fasilitas-air-bersih-dalam-kampanye-global-keeping-kids-clean-healhthy/
Qomariah, N. (2020). Sosialisasi Pengurangan Bahan Plastik Di Masyarakat. Jurnal Pengabdian Masyarakat, 1(1), 43–55.
Rahayu, L. M. P., Abdillah, Y., & Mawardi, M. K. (2017). Pengaruh Green Marketing Terhadap Di, Pembelian Konsumen ( Survei Pada Konsumen The Body Shop Indonesia Dan Di Malaysia ). 43(1)(1), 121–131.
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Sarkar, A. (2022). Green Marketing and Sustainable Development-Challenges and Opportunities. September 2012.
Setyawan, D. A. (2013). Data dan Metode Pengumpulan Data Penelitian. Metodologi Penelitian, 9–17.
Siregar, M. A. S., & Widodo, A. (2019). The Influence Of Environmental Awareness And Green Promotion On Purchasing Decision Of Aqua Mineral Water In Medan City With Eco-Label As Mediator Variable. 8(5), 5918–5957.
Solomon, M. R. (2009). Consumer Behavior: Buying, Having, and Being (8th ed.). Management Decision, 47(5), 845–848. https://doi.org/10.1108/00251740910960169
Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan r&d. Alfabeta bandung.
Sukiati. (2016). Metodologi Penelitian Sebuah Pengantar. In Medan, Perdana Publishing (1st ed.). CV. Manhaji.
Trinanda, R., & Saputri, M. E. (2021). Pengaruh Green Marketing dan Packaging terhadap Brand Image dan Loyalitas Pelanggan pada Konsumen Starbucks di kota Bandung The Effect of Green Marketing and Packaging on Brand Image and Customer Loyalty to Starbucks Consumers in Bandung. 8(5), 6039–6053.
Wahyuningsih, Y., Pratisti, C., De Yusa, V., & Paramitasari, N. (2022). Perspektif Green Packaging Dan Green Advertising Dalam Mengkonsumsi AMDK. Seminar Nasional Hasil Penelitian Dan Pengabdian Masyarakat 2022InstitutInformatikadanBisnisDarmajaya, 69, 62.
Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing Umkm (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis (JAB), 29(1), 59–66. www.depkop.go.id
Yosephine, M., & Agustini, D. H. (2019). Green Marketing - The context of Indonesia and Philipphines. Lambert Academic Publishing, 121.
Ayu, I. G., & Sari, W. (2017). Pengaruh Green Marketing Dan Packaging Pada Konsumen Starbucks Coffee Fakultas Ekonomi dan Bisnis Universitas Udayana , Bali-Indonesia. 6(7), 3820–3849.
Balawera, A. (2013). Green Marketing Dan Corporate Social Responsibility Pengaruhnya Terhadap Keputusan Pembelian Konsumen Melalui Minat Membeli Produk Organik Di Freshmart Kota Manado. 1(4), 2117–2129.
Choudhary, A., & Gokarn, S. (2019). Green Marketing : a Means for Sustainable Development. Journal of Arts, Science & Commerce, 3(August), 26–32.
Damayanti, E., & Nuvriasari, A. (2021). Pengaruh Green Packaging , Green Advertising , Green Perceived Value , Dan Brand Image Terhadap Keputusan Pembelian Konsumen the Body Shop. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 6(2), 385–404.
Desiani, N. K. A., Rusminingsih, N. K., & Purna, I. N. (2020). Hubungan Tingkat Pengetahuan, Sikap Dengan Tindakan Penggunaan Alat Pelindung Diri (Apd) Petugas Kebersihan Di Dinas Lingkungan Hidup Kabupaten Gianyartahun 2020. 10(2), 100–107.
Ghozali, I. (2012). Partial Least Square Konsep, Teknik, Dan Aplikasi Menggunakan SMARTPlS 3.0 (2nd ed.).
Ginting, A. C., Pratiantono, G., Ruseffi, G., Turnip, J. F., & Rhesa, M. (2020). Perilaku Konsumen terhadap Penggunaan Kantong Plastik dan Tas Kain di Area Jabodetabek. 3(2), 117–136.
Guardian. (2023). Guardian : About Us - Guardian Indonesia. https://guardianindonesia.co.id/guardian-about-us
Hardi, M. (2021). Pengertian Green Marketing: Tujuan, Komponen, Manfaat & Contoh Penerapan. Gramedia.Com. https://www.gramedia.com/literasi/pengertian-green-marketing/
Hasibuan, A. N., Damayanti, P., & Laksono, R. (2021). Analisis keputusan pembelian konsumen dipengaruhi green marketing produk. 1(2), 50–62.
Hawkins. (2007). Consumer Behavior : Building Marketing Strategy.
Islam, D. (2018). Tinjauan Penerapan Konsep Green Marketing. Jurnal Pamator, 11(1), 10–18.
Iswati, N., & Rustam, T. A. (2022). Pengaruh Potongan Harga, Promosi Penjualan dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Guardian Grand. Jurnal Ekuivalensi, 8(1), 68–79. https://doi.org/10.51158/ekuivalensi.v8i1.652
Jannah, L., & Hernawati, E. (2021). Konsep Green Marketing Dan Dampaknya Terhadap Perilaku Konsumen Indonesia. 92–112.
Jay, M. (1994). Electronic Green Journal. https://doi.org/10.5070/G31210177
Lestari, W., Musyahidah, S., & Istiqamah, R. (2019). Strategi Marketing Mix Dalam Meningkatkan Usaha Percetakan Pada CV. Tinta Kaili dalam Perspektif Ekonomi Islam. Jurnal Ilmu Ekonomi Dan Bisnis Islam, 1(1), 63–84. https://doi.org/10.24239/jiebi.v1i1.5.63-84
Madjidan, N. L., & Sulistyowati, R. (2022). Pengaruh Green Marketing dan Green Product Terhadap Green Purchase Intention Pada Alang Alang Zero Waste Shop. 5(2), 294–305.
Martinus, H. (2011). Analisis Industri Retail Nasional. Humaniora, 2(2), 1309. https://doi.org/10.21512/humaniora.v2i2.3193
Oktavia, U. (2013). Analisis Pengaruh Green Marketing Terhadap Keputusan Pembelian Konsumen Produk Pt . Unilever Tbk.
Osiyo, A. K. M., & Semuel, H. (2018). Pengaruh Green Marketing Terhadap Green Brand Image Dan Purchase Intention Pelanggan Pada Starbucks Coffee Malang. Jurnal Strategi Pemasaran, 5(2), 1–9.
Pemerintah Kota Surabaya. (2022). Peraturan Walikota Surabaya Nomor 16 Tahun 2022 Tentang Pengurangan Penggunaan Kantong Plastik Di. Surabaya Mayor, Hukum, 1–13.
Polonsky, M. J. (2011). Transformative green marketing : Impediments and opportunities. Journal of Business Research, 64(12), 1311–1319. https://doi.org/10.1016/j.jbusres.2011.01.016
Polonsky, M. J., & Rosenberger, P. J. (1986). Reevaluating Green Marketing: A Strategic Approach. Journal of the Chemical Society, Chemical Communications, 8, 627–628. https://doi.org/10.1039/C39860000627
PRA. (2022). Guardian Indonesia Bangun Fasilitas Air Bersih dalam Kampanye Global. Radar Bandung. https://www.radarbandung.id/2022/11/30/guardian-indonesia-bangun-fasilitas-air-bersih-dalam-kampanye-global-keeping-kids-clean-healhthy/
Qomariah, N. (2020). Sosialisasi Pengurangan Bahan Plastik Di Masyarakat. Jurnal Pengabdian Masyarakat, 1(1), 43–55.
Rahayu, L. M. P., Abdillah, Y., & Mawardi, M. K. (2017). Pengaruh Green Marketing Terhadap Di, Pembelian Konsumen ( Survei Pada Konsumen The Body Shop Indonesia Dan Di Malaysia ). 43(1)(1), 121–131.
Sandu Siyoto, & Sodik, M. A. (2015). Dasar Metodologi Penelitian Dr. Sandu Siyoto, SKM, M.Kes M. Ali Sodik, M.A. 1. Dasar Metodologi Penelitian, 1–109.
Santoso, I., & Fitriyani, R. (2016). Green Packaging, Green Product, Green Advertising, Persepsi, dan Minat Beli Konsumen. Jurnal Ilmu Keluarga Dan Konsumen, 9(2), 147–158. https://doi.org/10.24156/jikk.2016.9.2.147
Sarkar, A. (2022). Green Marketing and Sustainable Development-Challenges and Opportunities. September 2012.
Setyawan, D. A. (2013). Data dan Metode Pengumpulan Data Penelitian. Metodologi Penelitian, 9–17.
Siregar, M. A. S., & Widodo, A. (2019). The Influence Of Environmental Awareness And Green Promotion On Purchasing Decision Of Aqua Mineral Water In Medan City With Eco-Label As Mediator Variable. 8(5), 5918–5957.
Solomon, M. R. (2009). Consumer Behavior: Buying, Having, and Being (8th ed.). Management Decision, 47(5), 845–848. https://doi.org/10.1108/00251740910960169
Sugiyono. (2013). Metode penelitian kuantitatif kualitatif dan r&d. Alfabeta bandung.
Sukiati. (2016). Metodologi Penelitian Sebuah Pengantar. In Medan, Perdana Publishing (1st ed.). CV. Manhaji.
Trinanda, R., & Saputri, M. E. (2021). Pengaruh Green Marketing dan Packaging terhadap Brand Image dan Loyalitas Pelanggan pada Konsumen Starbucks di kota Bandung The Effect of Green Marketing and Packaging on Brand Image and Customer Loyalty to Starbucks Consumers in Bandung. 8(5), 6039–6053.
Wahyuningsih, Y., Pratisti, C., De Yusa, V., & Paramitasari, N. (2022). Perspektif Green Packaging Dan Green Advertising Dalam Mengkonsumsi AMDK. Seminar Nasional Hasil Penelitian Dan Pengabdian Masyarakat 2022InstitutInformatikadanBisnisDarmajaya, 69, 62.
Wibowo, D. H., Arifin, Z., & Sunarti. (2015). Analisis Strategi Pemasaran Untuk Meningkatkan Daya Saing Umkm (Studi pada Batik Diajeng Solo). Jurnal Administrasi Bisnis (JAB), 29(1), 59–66. www.depkop.go.id
Yosephine, M., & Agustini, D. H. (2019). Green Marketing - The context of Indonesia and Philipphines. Lambert Academic Publishing, 121.
Published
2024-04-30
How to Cite
Mulyono, F., & Sulistyowati, R. (2024). PENGARUH GREEN MARKETING DAN GREEN PACKAGING TERHADAP PERILAKU KONSUMEN GUARDIAN SUPERMARKET SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 12(1), 9-19. https://doi.org/10.26740/jptn.v11n3.p351-362
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Article
Copyright (c) 2024 Franky Prasetyo Mulyono, Raya Sulistyowati
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