PENGARUH SUPPORTING ENVIRONMENTAL PROTECTION DAN GREEN IDENTIFICATION PRODUCT TERHADAP KEPUTUSAN PEMBELIAN GREEN PRODUCT PADA MAHASISWA
Abstract
The primary concern of society today is the increasing amount of plastic waste. Indonesia is facing a serious problem in handling this waste, primarily due to its growing population. Indonesians tend to heavily rely on plastic products in their daily lives, and this plastic usage contributes to the rising amount of plastic waste. This highlights a significant issue in maintaining environmental sustainability in Indonesia, particularly in the province of Jambi. As the vanguard of environmental conservation efforts, students must possess awareness in safeguarding the environment. Environmental issues become even more worrisome when society cannot change its behavior to improve the situation. Therefore, there is a need to enhance supporting environmental protection as an effort to provide environmental protection and use environmentally friendly products known as green products. This research aims to determine and analyze the influence of supporting environmental protection and green product identification on the purchasing decisions of green products. The data collection method used is quantitative, with data analysis through the Determinant Coefficient test. A sample of 97 respondents was selected using the Stratified Random Sampling technique. This study employs statistical analysis. The simultaneous results of the research indicate that both supporting environmental protection and green product identification have a positive and significant influence on purchasing decisions. The coefficient of determination calculation shows that the variables supporting environmental protection and green product identification collectively influence 50.1% of the outcome, while the remaining 49.9% is affected by variables outside the scope of this study.
References
[1] Arikunto, Suharsimi. “Manajemen Penelitian, PT.” Rineka Cipta, Jakarta (2010).
[2] Kotler, P., & Armstrong, G. (2017). Prinsip-Prinsip Pemasaran (Edisi 12). Penerbit Erlangga.
[3] Kumar, P., & Ghodeswar, B. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33 (3), 330-347,
[4] “Ottman, Jacquelyn A., Edwin R. Stafford, and Cathy L. Hartman. ‘Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products.’ Environment: science and policy for sustainable development 48.5 (2006): 22-36.,”.
[5] Sugiyono, Metode Penelitian, Kuantitatif, Kualitatif, dan R&D (Bandung: Alfabeta, 2022), hlm 8,.
Jurnal
[6] “Akbar, Muhammad Ariq Athallah, and Dinda Amanda Zuliestiana. ‘Faktor Yang Mempengaruhi Keputusan Pembelian Green Product Pada Starbucks DiKota Bandung.’ eProceedings of Management 6.2 (2019).,”.
[7] “Cantika, Vira Prajna, Ulfi Sheila Pinasti, and Martini Dwi Pusparini. ‘Pengaruh Literasi Keuangan dan Supporting Environmental Protection Pada Generasi Z Terhadap Minat Investasi Green Sukuk untuk Mewujudkan Indonesia Ramah Lingkungan’ At-Thullab Jurnal Mahasiswa Studi Islam 4.2 (2022): 1142-1159.,”.
[8] “Dewi, B. K. (2021). Laporan PBB soal Perubahan Iklim Jadi Peringatan Kode Merah untuk Manusia. KOMPAS. https://www.kompas.com/sains/read/2021/08/12/140300523/laporan-pbb soal-perubahan-iklim-jadi-peringatan-kode-merah-untuk-manusia,” t.t.
[9] “Dianti, Nia Resti, and Eristia Lidia Paramita. ‘Green Product dan Keputusan Pembelian Konsumen Muda.’ Jurnal Samudra Ekonomi Dan Bisnis 12.1 (2021): 130-142.,”.
[10] “Esmaeilpour, M., & Bahmiary, E. (2017). Investigating the impact of environmental attitude on the decision to purchase a green product with the mediating role of environmental concern and care for green products. Management and Marketing, 12(2), 297–315. https://doi.org/10.1515/mmcks-2017-0018,” t.t.
[11] “Gadenne, D., Sharma, B., Kerr, D. and Smith, T. (2011), “The influence of consumers’ environmental beliefs and attitudes on energy saving behaviour”, Energy Policy, Vol. 39 No. 12, pp. 7684-7694,”.
[12] “Handayani, Novita Tri (2012). ‘Pengaruh Atribut Produk terhadap Loyalitas Pelanggan Green Product Sepeda Motor Honda Injection’. Management Analysis Journal (Volume 1 Nomor 2). Hlm. 1-2.,”.
[13] “Hanifah, H. N., Hidayati, N., & Mutiarni, R. (2019). Pengaruh Produk Ramah Lingkungan/Green Product Dan Harga Terhadap Keputusan Pembelian Produk Tupperware. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 2(1), 37–44. https://doi.org/10.26533/jmd.v2i1.345,”.
[14] “Hasanah, Ana, Aniek Hindrayani, and Leny Noviani. ‘Pengaruh Kesadaran Lingkungan dan Iklan Hijau Terhadap Keputusan Pembelian Produk Hijau’ Jurnal Ilmu Ekonomi 2.1 (2023).,”
[15] “Ilman et al., 2017. Analisis Pengolahan Sampah Plastik Rumah Tangga Dan Penerapan 3r (Reuse, Reduce, Recycle) Dalam Kehidupan Sehari-Hari Tugas. Journal of Physical Chemistry. 8(1): 28–48,”.
[16] “Joshi, Y. and Rahman, Z. (2015) Factors Affecting Green Purchase Behaviour and Future Research Directions, International Strategic Management Review. Holy Spirit University of Kaslik. doi: 10.1016/j.ism.2015.04.001,”.
[17] “Pankaj, K.A. and Vishal, K.L. (2014). Consumer adoption of green products and their role in resource management. Indian Journal of Commerce and Management Studies. 5 (3), 22-28.,”.
[18] “Ridwan, M., Fauzi, A. D. H., & Bafadhal, A. S. (2018). Pengaruh green product, green advertising dan green brand terhadap keputusan pembelian (Survei pada mahasiswa jurusan Ilmu Administrasi Bisnis angkatan 2013/2014 dan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya.,”.
[19] “Sistem Informasi Pengelolaan Sampah Nasional (SIPSN) – Kementerian Lingkungan Hidup dan Kehutanan. https://sipsn.menlhk.go.id/.2022,”
