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The Influence of Green Marketing and Environmental Knowledge on Buying Decision Through Buying Interest of LocknLock Customers
Corresponding Author(s) : Maya Widyasari
Proceedings Universitas Muhammadiyah Yogyakarta Undergraduate Conference,
Vol. 1 No. 1 (2021): Engaging Youth in Community Development to Strengthen Nation's Welfare
Abstract
This research aims to analyze the effect of green marketing and environmental knowledge directly and indirectly on buying decisions through buying interest as a mediating variable. This research method used is quantitative approach and conducted on customers of LocknLock kitchen and household products with a total sample of 120 respondents obtained through a questionnaire method. The sampling technique used was purposive sampling method based on the criteria of customers who live in the Province of D.I. Yogyakarta and have purchased a product at least once. The analytical method used is the Structural Equation Modelling (SEM) method processed through the AMOS 22.0 application.
The results show following facts: green marketing and environmental knowledge have significant and positive effect on buying intention; green marketing has no effect on buying decisions; environmental knowledge has a significant and positive effect on buying decisions; buying intention has a significant and positive effect on buying decisions; buying intention is proven to be a mediating variable on green marketing relationship with buying decisions; buying interest is not proven to be a mediating variable on the relationship between environmental knowledge and buying decisions. The study explained that the better and more active companies in doing green marketing and more educated customers about the importance of preserving the environment through the use of green products will increase the interest of buying customers that eventually lead to decision purchases.
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- Agustin, R. D., Kumadji, S. dan Yulianto, E. 2015. Pengaruh Green Marketing Terhadap Minat BelI Serta Dampaknya Pada Keputusan Pembelian. Jurnal Administrasi Bisnis 22 (2): 1-10.
- Akisik, O. dan Gal, G. 2011. Sustainability in Business, Corporate Social Responsibility, and Accounting Standards. International Journal of Accounting and Information Management 19 (3): 304-324.
- Al-Bakry, T. A. -N., dan Ahmad, N. 2007. Green Marketing. ALYazuri Scientific for Publishing and Distribution.
- Aman, A. H. L, Harun A. dan Hussein, Z. 2012. The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable. British Journalof Arts and Social Sciences 7 (2): 145–167.
- Arseculeratne, Dinuk dan Yazdanifard, R. 2014. How Green Marketing Can Create a Sustainable Competitive Advantage for a Business. International Business Research, 7: 130-137.
- Balawera, A. 2013. Green Marketing dan Corporate Social Responsibility Pengaruhnya Terhadap Keputusan Pembelian Konsumen Melalui Minat Membeli Produk Organik di Freshmart Kota Manado. Jurnal Riset Ekonomi Manajemen Bisnis dan Akuntansi 1 (4): 2117 2129.
- Chen, L. 2013. A Study of Green Purchase Intention Comparing with Collectivistic (Chinese) and Individualistic (American) Consumers in Shanghai, China. Information Management and
- Business Review 5 (7): 342-346.
- Daniel, N. “Lock&Lock, Wadah Makanan Asal Korea Gencar Pasarkan Produknya Di Indonesia”. Tribunnews.com. 12 Juni 2020.
- Dwipamurti, I. G. A. N., Mawardi, M. K. Dan Nuralam, I. P. 2018. The Effect of Green Marketing on Brand Image and Purchase Decision. Jurnal Administrasi Bisnis 61 (3): 57-64.
- Elkington, J. 1999. Cannibals with Forks: The Triple Bottom Line of 21st Century Business. United Kingdom: Capstone Publishing Limited.
- Fajrian. “INFOGRAFIS: Sampah Plastik Indonesia dalam Angka”. CNN Indonesia. 12 Juni 2020. Ferdinand, A. 2011. Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
- Ghozali, I. 2018. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
- Grant, J. 2007. The Green Marketing Manifesto. John Wiley & Sons, Ltd., West Sussex, England.
- Grewal, Dhruv dan Levy, M. 2010. M Marketing. New York: McGraw-Hill/Irwin.
- Hair et al. 2014. Multivariate Data Analysis. Seventh Edition. Harlow: Pearson Education Limited.
- Hawkins, D. I. dan Mothersbaugh D. L. 2016. Consumer Behavior: Building Marketing Strategy. 13th Edition. McGraw-Hill Education.
- Hult, G. T. M, Pride, W. M. dan Ferrel, O. C. 2012. Marketing. 16th Edition. International Edition. Australia South-Western Cengage Learning.
- Kusuma, E. I., Surya, J. dan Suhendra, I. 2017. Pengaruh Strategi Green Marketing dan Pengetahuan Lingkungan Terhadap Keputusan Pembelian Melalui Minat Beli sebagai Variabel Intervening. Jurnal Riset dan Manajemen Bisnis Tirtayasa 1 (1):33-49.
- Kartikasari, M. D., Dimyati, M., dan Sukarno, H. 2018. Pengaruh Green Marketing dan Pengetahuan Terhadap keputusan Pembelian dengan Mediasi minat Membeli konsumen Sariayu Martha Tilaar di Kota Jember. E-Journal Ekonomi Bisnis dan Akuntansi 5 (2): 172-177.
- Kotler, P. dan Amstrong, G. 2016. Prinsip- prinsip Pemasaran. Edisi 12 Jilid 1. Jakarta: Erlangga.
- Kotler, P. dan Keller, K. L. 2016. Manajemen Pemasaran. Edisi 13 Jilid 1. Jakarta: PT. Indeks Kelompok Gramedia.
- Kumparan.com. “Begini Dampak Sampah Plastik Bagi Lingkungan dan Kesehatan Manusia”. Kumparan.com. 12 Juni 2020.
- Kusuma, P. N. P. D., Sulhaini, dan Handayani, R. B. 2018. The Effect of Environmental Knowledge, Green Advertising and Environmental Attitude toward Green Purchase Intention. Russian Journal of Agricultural and Socio-Economic Sciences 6 (78): 95-105.
- Lee, K. 2011. The Green Purchase Behavior of Hong Kong Young Customers: The Role of Peer Influence, Local Environmental Involvment, and Concrete Environmental Knowledge. Journal of Internasional Consumer Marketing 23 (1): 21-44.
- Mahmoud, T. O., Ibrahim, S. B., dan Ali, A.H. 2017. The Influence of Green Marketing Mix on Purchase Intention: The Mediation Role of Environmental Knowledge. International Journal of Scientific & Engineering Research 8 (9): 1040-1048.
- Manongko, A. A. C. dan Kambey, J. 2018. The Influence of Green Marketing on Purchasing Decision Organic Products with Interests of Buying as an Intervening Variable at Manado City, Indonesia. International Journal of Scientific Research and Management 6 (5): 403-411.
- Osiyo, A. K. M., dan Semuel, H. 2018. Pengaruh Green Marketing Terhadap Green Brand Image dan Purchase Intention Pelanggan Pada Starbucks Coffee Malang. Jurnal Strategi Pemasaran 5 (2): 1-9.
- Panjaitan, F. M. 2014. Pengaruh Green Marketing Terhadap Minat Beli Konsumen Studi: Cluster Whelford di Bumi Serpong Damai.
- Parlan, A. V., Kusumawati, A., dan Mawardi, M. K. 2016. The Effect of Green Marketing Mix on Purchase Decision and Customer Satisfaction.
- Jurnal Administrasi Bisnis 39 (1): 172-178.
- Peter, P. J. dan Olson, J. C. 2013. Perilaku Konsumen dan Strategi Pemasaran. Alih Bahasa: Diah Tantri Dwiandani. Edisi 9 Jilid I. Jakarta: Salemba Empat.
- Putri, W. D. “Ingin Disukai Anak-anak, Alasan LOCK&LOCK Rilis Produk Karakter”. Replubika.co.id. 12 Juni 2020.
- Rambing, P.R., Tumbel, A.L., dan Tawas, H.N. 2015. Pengaruh Strategi Green Marketing Terhadap Keputusan Pembelian dengan Citra Merek Sebagai Variabel Intervening Pada Produk Air Minum Dalam Kemasan. Jurnal EMBA 3 (2): 235-245.
- Rashid, N. R. N. A. 2009. Awareness of Eco-label in Malaysia’s Green Marketing Initiative. International Journal of Business and Management 4 (8): 132-141.
- Rini, A. S., Sukaatmadja, I. P. G. dan Giantari, I. G. A. K. 2017. Pengaruh Pengetahuan Lingkungan dan Kepedulian Lingkungan Terhadap Sikap dan Niat Beli Produk Hijau “The Body Shop” di Kota Denpasar. E-Jurnal Ekonomi dan Bisnis Universitas Udayana 6 (1): 137 -166.
- Santoso, S. 2018. Konsep Dasar dan Aplikasi SEM dengan AMOS 24. Jakarta: PT Elex Media Komputindo.
- Saraswaty, W. dan Suprapti, N. W. S. 2015. Peran Sikap Dalam Memediasi Pengaruh Kepedulian Lingkungan Terhadap Niat Beli Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, 4 (8): 2407-2427.
- Schiffman, L. G. dan Kanuk, L. L. 2009. Perilaku Konsumen. Alih Bahasa: Zoelkifli Kasip. Jakarta: Indeks.
- Sekaran, U., dan Bougie, R. 2018. Metode Penelitian untuk Bisnis. Edisi 6 Jilid 1 Bahasa Indonesia. Jakarta: Salemba Empat.
- Sekaran, U., dan Bougie, R. 2017. Metode Penelitian untuk Bisnis. Edisi 6 Jilid 2 Bahasa Indonesia. Jakarta: Salemba Empat.
- Septifani, R., Achmadi, F. dan Santoso, I. 2014. Pengaruh Green Marketing, Pengetahuan dan Minat Membeli terhadap Keputusan Pembelian. Jurnal Manajemen Teknologi 13 (2): 201-218.
- Sugiyono. (2017). Metode Penelitian Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
- Sumarwan, dkk. 2012. Riset Pemasaran dan Konsumen. Bogor: PT Penerbit IPB Press.
- Tjiptono, F. 2014. Pemasaran Jasa Prinsip Penerapan dan Penelitian. Yogyakarta: Andi Yogyakarta.
- Wu, S., dan Chen, Y. 2014. The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products International Journal of Marketing Studies 6 (5): 81-89.
- Yazdanifard, R., dan Mercy, I. E. 2011. The Impact of Green Marketing on Customer Satisfaction and Environmental Safety. In the 2011 International Conference on Computer Communication and Management, IACSIT Press, Singapore, 5: 637 641.
- Yasser, A. -B. T., dan Nizar, A. A. 2007. Green Marketing. ALYazuri Scientific for Publishing and Distribution.
References
Agustin, R. D., Kumadji, S. dan Yulianto, E. 2015. Pengaruh Green Marketing Terhadap Minat BelI Serta Dampaknya Pada Keputusan Pembelian. Jurnal Administrasi Bisnis 22 (2): 1-10.
Akisik, O. dan Gal, G. 2011. Sustainability in Business, Corporate Social Responsibility, and Accounting Standards. International Journal of Accounting and Information Management 19 (3): 304-324.
Al-Bakry, T. A. -N., dan Ahmad, N. 2007. Green Marketing. ALYazuri Scientific for Publishing and Distribution.
Aman, A. H. L, Harun A. dan Hussein, Z. 2012. The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable. British Journalof Arts and Social Sciences 7 (2): 145–167.
Arseculeratne, Dinuk dan Yazdanifard, R. 2014. How Green Marketing Can Create a Sustainable Competitive Advantage for a Business. International Business Research, 7: 130-137.
Balawera, A. 2013. Green Marketing dan Corporate Social Responsibility Pengaruhnya Terhadap Keputusan Pembelian Konsumen Melalui Minat Membeli Produk Organik di Freshmart Kota Manado. Jurnal Riset Ekonomi Manajemen Bisnis dan Akuntansi 1 (4): 2117 2129.
Chen, L. 2013. A Study of Green Purchase Intention Comparing with Collectivistic (Chinese) and Individualistic (American) Consumers in Shanghai, China. Information Management and
Business Review 5 (7): 342-346.
Daniel, N. “Lock&Lock, Wadah Makanan Asal Korea Gencar Pasarkan Produknya Di Indonesia”. Tribunnews.com. 12 Juni 2020.
Dwipamurti, I. G. A. N., Mawardi, M. K. Dan Nuralam, I. P. 2018. The Effect of Green Marketing on Brand Image and Purchase Decision. Jurnal Administrasi Bisnis 61 (3): 57-64.
Elkington, J. 1999. Cannibals with Forks: The Triple Bottom Line of 21st Century Business. United Kingdom: Capstone Publishing Limited.
Fajrian. “INFOGRAFIS: Sampah Plastik Indonesia dalam Angka”. CNN Indonesia. 12 Juni 2020. Ferdinand, A. 2011. Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. 2018. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Grant, J. 2007. The Green Marketing Manifesto. John Wiley & Sons, Ltd., West Sussex, England.
Grewal, Dhruv dan Levy, M. 2010. M Marketing. New York: McGraw-Hill/Irwin.
Hair et al. 2014. Multivariate Data Analysis. Seventh Edition. Harlow: Pearson Education Limited.
Hawkins, D. I. dan Mothersbaugh D. L. 2016. Consumer Behavior: Building Marketing Strategy. 13th Edition. McGraw-Hill Education.
Hult, G. T. M, Pride, W. M. dan Ferrel, O. C. 2012. Marketing. 16th Edition. International Edition. Australia South-Western Cengage Learning.
Kusuma, E. I., Surya, J. dan Suhendra, I. 2017. Pengaruh Strategi Green Marketing dan Pengetahuan Lingkungan Terhadap Keputusan Pembelian Melalui Minat Beli sebagai Variabel Intervening. Jurnal Riset dan Manajemen Bisnis Tirtayasa 1 (1):33-49.
Kartikasari, M. D., Dimyati, M., dan Sukarno, H. 2018. Pengaruh Green Marketing dan Pengetahuan Terhadap keputusan Pembelian dengan Mediasi minat Membeli konsumen Sariayu Martha Tilaar di Kota Jember. E-Journal Ekonomi Bisnis dan Akuntansi 5 (2): 172-177.
Kotler, P. dan Amstrong, G. 2016. Prinsip- prinsip Pemasaran. Edisi 12 Jilid 1. Jakarta: Erlangga.
Kotler, P. dan Keller, K. L. 2016. Manajemen Pemasaran. Edisi 13 Jilid 1. Jakarta: PT. Indeks Kelompok Gramedia.
Kumparan.com. “Begini Dampak Sampah Plastik Bagi Lingkungan dan Kesehatan Manusia”. Kumparan.com. 12 Juni 2020.
Kusuma, P. N. P. D., Sulhaini, dan Handayani, R. B. 2018. The Effect of Environmental Knowledge, Green Advertising and Environmental Attitude toward Green Purchase Intention. Russian Journal of Agricultural and Socio-Economic Sciences 6 (78): 95-105.
Lee, K. 2011. The Green Purchase Behavior of Hong Kong Young Customers: The Role of Peer Influence, Local Environmental Involvment, and Concrete Environmental Knowledge. Journal of Internasional Consumer Marketing 23 (1): 21-44.
Mahmoud, T. O., Ibrahim, S. B., dan Ali, A.H. 2017. The Influence of Green Marketing Mix on Purchase Intention: The Mediation Role of Environmental Knowledge. International Journal of Scientific & Engineering Research 8 (9): 1040-1048.
Manongko, A. A. C. dan Kambey, J. 2018. The Influence of Green Marketing on Purchasing Decision Organic Products with Interests of Buying as an Intervening Variable at Manado City, Indonesia. International Journal of Scientific Research and Management 6 (5): 403-411.
Osiyo, A. K. M., dan Semuel, H. 2018. Pengaruh Green Marketing Terhadap Green Brand Image dan Purchase Intention Pelanggan Pada Starbucks Coffee Malang. Jurnal Strategi Pemasaran 5 (2): 1-9.
Panjaitan, F. M. 2014. Pengaruh Green Marketing Terhadap Minat Beli Konsumen Studi: Cluster Whelford di Bumi Serpong Damai.
Parlan, A. V., Kusumawati, A., dan Mawardi, M. K. 2016. The Effect of Green Marketing Mix on Purchase Decision and Customer Satisfaction.
Jurnal Administrasi Bisnis 39 (1): 172-178.
Peter, P. J. dan Olson, J. C. 2013. Perilaku Konsumen dan Strategi Pemasaran. Alih Bahasa: Diah Tantri Dwiandani. Edisi 9 Jilid I. Jakarta: Salemba Empat.
Putri, W. D. “Ingin Disukai Anak-anak, Alasan LOCK&LOCK Rilis Produk Karakter”. Replubika.co.id. 12 Juni 2020.
Rambing, P.R., Tumbel, A.L., dan Tawas, H.N. 2015. Pengaruh Strategi Green Marketing Terhadap Keputusan Pembelian dengan Citra Merek Sebagai Variabel Intervening Pada Produk Air Minum Dalam Kemasan. Jurnal EMBA 3 (2): 235-245.
Rashid, N. R. N. A. 2009. Awareness of Eco-label in Malaysia’s Green Marketing Initiative. International Journal of Business and Management 4 (8): 132-141.
Rini, A. S., Sukaatmadja, I. P. G. dan Giantari, I. G. A. K. 2017. Pengaruh Pengetahuan Lingkungan dan Kepedulian Lingkungan Terhadap Sikap dan Niat Beli Produk Hijau “The Body Shop” di Kota Denpasar. E-Jurnal Ekonomi dan Bisnis Universitas Udayana 6 (1): 137 -166.
Santoso, S. 2018. Konsep Dasar dan Aplikasi SEM dengan AMOS 24. Jakarta: PT Elex Media Komputindo.
Saraswaty, W. dan Suprapti, N. W. S. 2015. Peran Sikap Dalam Memediasi Pengaruh Kepedulian Lingkungan Terhadap Niat Beli Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, 4 (8): 2407-2427.
Schiffman, L. G. dan Kanuk, L. L. 2009. Perilaku Konsumen. Alih Bahasa: Zoelkifli Kasip. Jakarta: Indeks.
Sekaran, U., dan Bougie, R. 2018. Metode Penelitian untuk Bisnis. Edisi 6 Jilid 1 Bahasa Indonesia. Jakarta: Salemba Empat.
Sekaran, U., dan Bougie, R. 2017. Metode Penelitian untuk Bisnis. Edisi 6 Jilid 2 Bahasa Indonesia. Jakarta: Salemba Empat.
Septifani, R., Achmadi, F. dan Santoso, I. 2014. Pengaruh Green Marketing, Pengetahuan dan Minat Membeli terhadap Keputusan Pembelian. Jurnal Manajemen Teknologi 13 (2): 201-218.
Sugiyono. (2017). Metode Penelitian Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Sumarwan, dkk. 2012. Riset Pemasaran dan Konsumen. Bogor: PT Penerbit IPB Press.
Tjiptono, F. 2014. Pemasaran Jasa Prinsip Penerapan dan Penelitian. Yogyakarta: Andi Yogyakarta.
Wu, S., dan Chen, Y. 2014. The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products International Journal of Marketing Studies 6 (5): 81-89.
Yazdanifard, R., dan Mercy, I. E. 2011. The Impact of Green Marketing on Customer Satisfaction and Environmental Safety. In the 2011 International Conference on Computer Communication and Management, IACSIT Press, Singapore, 5: 637 641.
Yasser, A. -B. T., dan Nizar, A. A. 2007. Green Marketing. ALYazuri Scientific for Publishing and Distribution.