PENGARUH GREEN MARKETING TERHADAP GREEN BEHAVIOUR PADA PENGGUNA FITUR POHON KOLEKTIF GOGREENER GOJEK DENGAN MINAT KONSUMEN SEBAGAI VARIABEL MODERATING

Authors

  • Ika Novitasari Universitas Negeri Surabaya
  • Novi Marlena Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v13n2.p1-9

Keywords:

Green Marketing, Green Behavior, and Consumer Interest

Abstract

The purpose of this study is to determine the effect of green marketing, green behavior, and consumer interest in users of Gojek's GoGreener Collective Tree Feature. The population in this study were all users who had used Gojek's GoGreener Collective Tree Feature. The sample consists of 120 respondents. The sampling technique uses a non-probability sampling technique with purposive sampling. The data collection technique uses an online questionnaire via the Google form. Data analysis used Moderated Regression Analysis (MRA) processed with SPSS 25. The results of this study prove that green marketing influences green behavior, and consumer interest can strengthen the influence of green marketing on green behavior.

 

Keywords: Green Marketing, Green Behavior, and Consumer Interest

Downloads

Download data is not yet available.

References

Adialita. (2015). Green Consumers Behavior: Perilaku Konsumen dalam Pembelian Produk Ramah Lingkungan. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 209. https://doi.org/10.30588/jmp.v9i2.499

Akter. (2012). Green Marketing MIX Berpengaruh Terhadap Keputusan Pembelian Porduk Big Tree Farms di Lotus Food Services. 9(2), 1–23.

Ghozali. (2016). The Effect Of Green Marketing Concept On Consumer Intention To Buy Savana Project Product. Polonsky,2014, 1(2), 54–64. https://doi.org/10.37479/jsm.v1i2.2499

Haryadi. (2009). Peran Green Marketing, Green Brand Image Terhadap Purchase Intention Dengan Green Trust Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 1(1), 17–38. https://doi.org/10.24034/jimbis.v1i1.5131

Hasan. (2015). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Grand Setiabudi Hotel& Apartment. Jurnal Bisnis Dan Pemasaran, 9(2), 21–31.

Keller, K. &. (2012). Pengaruh Pemasaran Hijau Terhadap Citra Merek Dan Keputusan Membeli Air Mineral Ades. Prosiding Seminar Nasional Dan Call For Paper Ekonomi Dan Bisnis, 2017, 348–352.

Kotler & Amastrong, 2016. (2016). Pengaruh Kualitas Produk, Kepuasan Harga dan Pemasaran Hijau terhadap Kepuasan Pelanggan Mobil Lcgc Toyota Agya. Jurnal Manajemen Bisnis, 21(3), 165–186.

Kusnandar. (2017). Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada Sepatu Nike Running di Semarang melalui Kepuasan Pelanggan sebagai Variabel Intervening. Diponegoro Journal of Management, 6(1), 1–12. http://ejournal-s1.undip.ac.id/index.php/management

Lenher, 20111. (2011). Pengaruh Green Marketing Kebijakan Kantong Plastik Berbayar Terhadap Green Behaviour Masyarakat Kota Bogor (The Influence of Green Marketing Policy of Plastic Bags Levy against Green Behavior of the people in Bogor City). Lenher, 2(1), 81–94. https://webcache.googleusercontent.com/search?q=cache:7UA3nkxPHoQJ:https://media.neliti.com/media/publications/259326-pengaruh-green-marketing-kebijakan-kanto-cf7524cf.pdf+&cd=1&hl=en&ct=clnk&gl=id&client=firefox-b-ab

Mercy, Y. &. (2011). Effect of Green Marketing Strategy on Customer Satisfaction in Jordan. Oman Chapter of Arabian Journal of Business and Management Review, 5(9), 34–40. https://doi.org/10.12816/0027129

Ottman. (2006). Tinjauan Penerapan Konsep Green Marketing. Jurnal Pamator, 11(1), 10–18.

Pamungkas. (2015). Pengaruh 4P Green Marketing Mix Terhadap Kepuasan Pelanggan Bloomka Skincare. Prosiding SENAPENMAS, 1311. https://doi.org/10.24912/psenapenmas.v0i0.15204

Peattie. (1999). Pengaruh Strategi Green Marketing dan Pengetahuan Lingkungan terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi pada member Tupperware di Kota Rangkasbitung). Jurnal Riset Bisnis Dan Manajemen, 1(1), 33–50.

Professor, P. &. (2017). Pengaruh Green Marketing Terhadap Green Buying Behavior Pada Produk Innisfree Dengan Environmental Knowledge Dan Green Consumption Sebagai Variabel …. EProceedings …, 9(5), 2874–2882. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/18386%0Ahttps://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/download/18386/17991

Ronkainen, C. &. (1972). Management marketing. In Agrekon (Vol. 11, Issue 1). https://doi.org/10.1080/03031853.1972.9523871

Sugiyono. (2010). 33879-85-70248-1-10-20171128. 6(12), 6526–6560.

Sugiyono. (2018). Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Amdk Ades (Studi Pada Konsumen Produk Air Minum Dalam Kemasan ADES di Indonesia). Jurnal Bisnis Dan Kajian Strategi Manajemen, 4(1), 71–79. https://doi.org/10.35308/jbkan.v4i1.1893

Sugiyono. (2019). Green Product : Pengaruh Pengetahuan Produk, Pengetahuan Pembelian dan Pengetahuan Pemakaian terhadap Keputusan Pembelian. Jurnal Intekna, 19(1), 1–68. https://editorial.femaledaily.com/blog/2019/07/22/4-alasan-produk-eco-friendly-lebih-mahal

Sugiyono, D. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan Tindakan.

Sukmawati & Suyono. (2012). Pengaruh Promosi Penjualan Terhadap Minat Beli Produk Fashion dengan Gaya Hidup Sebagai Variable Moderator (Survei Konsumen pada Jejaring Sosial). Jurnal Manajemen, 8(1), 20–41.

Sumarwan. (2012). Implikasi Green Brand Image, Green Satisfaction Dan Green Trust Terhadap Loyalitas Pelanggan (Studi Kasus Pada Konsumen AMDK Galon Merk AQUA di Wilayah Serpong Utara). Jurnal Manajemen, 20(1), 19. https://doi.org/10.24912/jm.v20i1.63

Yazdanifard, A. &. (2014). Pengaruh Green Marketing Dalam Sosialisasi “Diet Kantong Plastik” Terhadap Keputusan Pembelian Pada Produk Eco Bag (Tas …. Diponegoro Journal of …, 11, 1–15. https://ejournal3.undip.ac.id/index.php/djom/article/view/36588%0Ahttps://ejournal3.undip.ac.id/index.php/djom/article/download/36588/28127

Downloads

Published

2025-07-25

How to Cite

Novitasari, I., & Marlena, N. (2025). PENGARUH GREEN MARKETING TERHADAP GREEN BEHAVIOUR PADA PENGGUNA FITUR POHON KOLEKTIF GOGREENER GOJEK DENGAN MINAT KONSUMEN SEBAGAI VARIABEL MODERATING. Jurnal Pendidikan Tata Niaga (JPTN), 13(2), 1–9. https://doi.org/10.26740/jptn.v13n2.p1-9

Issue

Vol. 13 No. 2 (2025): (In Press)

Section

Article

License

Copyright (c) 2025 Ika Novitasari, Novi Marlena

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Jurnal Pendidikan Tata Niaga (JPTN) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Creative Commons License

Abstract views: 24 , PDF Downloads: 15