PERSPEKTIF GREEN MARKETING TOOLS PADA PEMBELIAN PRODUK RAMAH LINGKUNGAN

Abstract

This study aims to determine the level significance effect of green products, green advertising, and green packaging on consumer purchasing decisions Love Beauty and Planet products with an explanatory quantitative approach. The sampling technique used is purposive sampling on 100 respondents. Data analysis was performed by multiple linear regression analysis. The results showed that there was an effect of green product, green advertising, and green packaging partially and simultaneously on purchasing decisions. The biggest effect in this study was green advertising variable with advertisements that display the characteristics of eco-friendly products, so as to instill a good impression in the minds of consumers and encourage purchase decisions. However,  the message elements contained in green advertising have low value for consumers, so that efforts are needed to improve these aspects. The research implication proves that eco-friendly marketing stimuli have a positive effect on purchasing decisions. ABSTRAK Penelitian bertujuan untuk mengetahui tingkat signifikansi pengaruh green product, green advertising, dan green packaging terhadap keputusan pembelian konsumen produk Love Beauty and Planet melalui pendekatan kuantitatif dengan jenis penelitian eksplanatori. Teknik sampling yang digunakan yaitu purposive sampling dengan jumlah 100 responden. Analisis data dilakukan melalui analisis regresi linear berganda. Hasil penelitian menunjukan terdapat pengaruh signifikan green product, green advertising, dan green packaging secara parsial maupun simultan terhadap keputusan pembelian. Pengaruh terbesar terletak pada variabel green advertising dengan iklan yang menampilkan karakteristik produk ramah lingkungan sehingga menanamkan kesan baik di benak konsumen dan mendorong keputusan pembelian. Namun, elemen pesan yang terdapat dalam green advertising memiliki nilai yang rendah bagi konsumen, sehingga diperlukan upaya peningkatan pada aspek tersebut. Implikasi penelitian membuktikan bahwa stimulus pemasaran yang ramah lingkungan berpengaruh positif terhadap keputusan pembelian.