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

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.