Pengaruh Green Marketing Tools Terhadap Consumer Buying Decision Process (studi Pada Konsumen Produk Love Beauty And Planet Di Kota Bandung)

Fitri Handayani, Retno Setyorini

Abstract

Abstrak
Isu-isu mengenai permasalahan lingkungan di beberapa kota di Indonesia meningkat pesat terutama di
Kota Bandung. Beberapa di antaranya adalah polusi air dari limbah rumah tangga. Dunia kecantikan juga
semakin banyak yang menghasilkan bahan-bahan yang ramah lingkungan, salah satunya adalah produk Love
Beauty and Planet milik PT. Unilever Tbk. Tujuan penelitian ini adalah untuk mengetahui pengaruh green
marketing tools terhadap consumer buying decision secara simultan dan parsial dengan studi yang dilakukan
pada konsumen produk Love Beauty and Planet di Kota Bandung. Dengan jumlah sampel sebanyak 100
responden, menggunakan metode purposive sampling. Pengumpulan data melalui kuesioner online, dengan
teknik analisis data yang digunakan adalah analisis regresi linier berganda. Hasil penelitian ini menunjukan
bahwa green marketing tools yang terdiri dari eco-label, eco-brand dan environmental advertisement
berpengaruh secara parsial dan secara simultan terhadap consumer buying decision process. Hal ini
menunjukkan bahwa konsumen menyadari pentingnya penggunaan produk ramah lingkungan bagi
keberlangsungan lingkungan.
Kata kunci: eco-label, eco-brand, environmental advertisement, consumer buying decision process.
Abstract
Issues regarding the environmental problems in several cities in Indonesia have increased rapidly,
especially in the city of Bandung. Some of these include water pollution from household waste. The world of
beauty also produces more and more environmentally friendly materials, one of them is the product of Love
Beauty and Planet owned by PT. Unilever Tbk. The purpose of this study was to determine the effect of green
marketing tools on consumer buying decisions simultaneously and partially with a study conducted on
consumers of Love Beauty and Planet products in Bandung. With a total sample of 100 respondents, using a
purposive sampling method. Data collection was done through an online questionnaire, with the data analysis
technique used was multiple linear regression analysis. The results of this study indicate that green marketing
tools consisting of eco-labels, eco-brands and environmental advertisements have a partial and simultaneous
effect on consumer buying decision process. This shows that consumers realize the importance of using
environmentally friendly products for environmental sustainability.
Keywords: eco-label, eco-brand, environmental advertisement, consumer buying decision process.

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