Preferensi Pembelian Green Product: Eksplorasi Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Produk Tisu Tessa
Main Article Content
Keywords
environmental awareness, eco-labelling, green brand image, keputusan pembelian, green product
Abstract
The purpose of this study was to determine the effect of: (1) environmental awareness on green product purchasing decisions, (2) eco-labelling on green product purchasing decisions, (3) green brand image on green product purchasing decisions. This study uses quantitative research methods. The population in this study were consumers of Tessa Wipes in Karanganyar Regency. The sampling technique in this study used a non-probability sampling method. The samples taken in this study were 100 respondents. Data analysis techniques used instrument testing, classical assumption testing, model accuracy testing, multiple linear regression testing and hypothesis testing with the help of the SPSS version 23 application. The results of this study indicate that: (1) environmental awareness has a positive and significant effect on green product purchasing decisions. This is evidenced by the results of multiple linear regression with a value of 0.31, a calculated t value of 2.244 > t table of 1.660 and a significance value of 0.027 <0.05, (2) eco-labelling has a positive and significant effect on green product purchasing decisions. This is evidenced by the results of multiple linear regression with a value of 0.277, a calculated t value of 2.145 > t table of 1.660 and a significance of 0.034 <0.05, (3) green brand image has a positive and significant effect on purchasing decisions for green products. This is evidenced by the results of multiple linear regression that green brand image has a value of 0.511, a t-value of 4.590 > t-table of 1.984 and a significance of 0.000 <0.05
References
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Alifiyani, N. D. (2020). Pengaruh Eco-Label, Eco-Brand, dan Environmental Advertising Terhadap Niat Beli Produk Tisu Merek Tessa (Studi Pada Masyarakat di Kecamatan Gunungpati, Semarang). Jurnal E-Proceeding of Manajemen.
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Apriliani, T., & Aqmala, D. (2021). Pengaruh Green Brand Image, Green Perceived Value, Green Awareness. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 1(1), 66–75.
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Bukhari, A., Rana, R. A., & Batti, U. T. (2017). Factors influencing consumer’s green product purchase decishion by mediation of green brand image. International Journal of Research, 4(7).
Chen, Y. S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Jurnal of Business Ethics, 93.
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Hanjani, G. A., & Widodo, A. (2019). Consumer Purchase Intention. Journal of Secretary and Business Administration, 3(1), 25–39.
Husisangti, K. H. (2020). Perancangan Komunikasi Visual Penggunaan Unpaper Towel sebagai Pengganti Tisu. E-Jurnal Manajemen UNIKA.
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Jaiswal, D.Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Jurnal Ekonomi Modernisasi, 13 (3) 2017, 119-130 129 Retailing and Consumer Services, 41, 60–69.
Khoulid, M., Mkik, S., & Aomari, A. (2017). Green Advertising and Environmentally Consumption: The Level of Awareness and Moroccan Costumer’s Perception. Journal of Business and Management (IOSR-JBM), 8, 333–334.
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Liu, Y., Segev, S., & Villar, M. E. (2019). Comparing two mechanisms for green consumption:Cognitive-affect behavior vs theory reasoned action. Journal of Consumer Marketing, 34(5). https://doi.org/10.1108/JCM-01-2016-1688
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Nurafriyani, D., Fitria, R., Febriyanti, W., & Zaki, H. (2022). Strategic Management Analysis : Comparison Of Strategic Management Between Pt . Pindo Deli Pulp & Paper Mills And Pt . Graha Kerindo Utama (GKU) Analisis Manajemen Strategi : Perbandingan Manajemen Strategis Antara PT . PINDO DELI PULP & PAPER MILLS DAN. Research In Accounting Journal, 2(1), 79–87.
Nurmayanti. (2014). Pedoman Lembaga Verifikasi Ecolabel. Kementerian Lingkungan Hidup.
Pinem, R. J., Kurniawati, N. I., & Werdani, R. E. (2018). Analisis Pengaruh Label Ramah Lingkungan Terhadap Keputusan Pembelian Produk Ramah Lingkungan. Jurnal Studi Manajemen Organisasi, 15.
Pratama, C. D. (2020). Permasalahan Lingkungan di Indonesia. Kompas.Com.
Pratiwi, N. P. A., Mitariani, N. W. E., & Imbayani, I. G. A. (2020). Pengaruh Kesadaran Produk Ramah Lingkungan, Citra Merek Hijau dan Kesadaran Harga terhadap Keputusan Pembelian Tisu Tessa (Studi Kasus Pada Konsumen Tisu Tessa di PT Sumber Alfaria Trijaya, Tbk Se Kabupaten Gianyar). E-Jurnal Manajemen.
Purwanto, N. (2021). Pengaruh Eco Label Dan Green Product Terhadap Minat Beli. Jurnal Manajemen, Ekonomi Dan Akuntansi, 5(3), 2817–2826.
Rahman, T. . (2020). Pengaruh Eco-label,Eco-Brand, dan Environmental Advertisement Terhadap Consumer Purchase Behaviour pada Konsumen Produk Eco-Care (Studi Pada Produk Eco-care di Bandung). Skripsi Sarjana Administrasi Bisnis Telkom University.
Rahman, T. N., & Widodo, A. (2020). Pengaruh Eco-label, Eco-brand dan Environmental Advertisement Terhadap Consumer Purchase Behavior Pada Konsumen Produk Ecocare. Jurnal E-Proceeding of Manajemen.
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., Prima, R., & Lita. (2017). Green Brand Image, Green Awareness, Green Advertisement, and Ecological Knowlegde in Improving Green Purchase Intention and Green Purchase Behavior on Creative industry Product. Journal of Business and Accountancy Ventura, 20(2).
Rakhmawati, D., Puspaningrum, A., & Hadiwidjojo, D. (2019). Hubungan Green Perceived Value, Green Brand Image dan Green Trust terhadap Green Pruchase Intention. Electronic Journal of UIN Malang, 15.
Ridwan, M. F. (2018). Terhadap Keputusan Pembelian (Survei pada Mahasiswa Jurusan Ilmu Administrasi Bisnis Angkatan 2013/2014 dan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya Konsumen Air Minum Kemasan Merek ADES). Jurnal Administrasi Bisnis, 1, 80–90.
Riyanto, V., Soesanto, S. B., & Sihombing. (2018). Peranan ekolabel dalam niat pembelian: Suatu studi empiris pada merek The Body Shop. Jurnal Ilmiah Manajemen, 8(3), 504–522. https://doi.org/https://doi.org/10.22441/mix.2018.v8i3.004
Rizaty, M. A. (2021). Sebanyak 184 Produk Ramah Lingkungan Telah Teregister hingga 2018. Katadata.
Rusniati, R., & Rahmawati, R. (2019). Green Product : Pengaruh Pengetahuan Produk, Pengetahuan Pembelian dan Pengetahuan Pemakaian terhadap Keputusan Pembelian. Jurnal Intekna, 19(1), 1–68.
Sanchez, M. J., & Lafuente, R. (2010). Defining and measuring environmental consciousness. Journal Revista Internacionel de Sociologia (RIS), 68(3), 731–755.
Sarasuni, F. (2021). Pengaruh kesadaran lingkungan dan persepsi nilai terhadap keputusan pembelian The influence of environmental awareness and perceived value on nature purchasing decisions. Jurnal Manajemen, 13(2), 224–231.
Sharma, A., & Foropon, C. (2019). Green Product Attributes and green purchace behavior: A theory of planned behavior perspective with implications for circular economy. Journal of Management.
Sinta, D., Azizah, F. N., & Nugraha, B. (2021). Analisis Pengaruh Refiner Time terhadap Quality Tissue ( Studi Kasus di PT Pindo Deli Pulp and Paper Mills 2 ). Angkasa Jurnal Ilmiah Bidang Teknologi, 9503, 27–36.
Siregar, M. A. S., & Widodo, A. (2021). Pengaruh Environmental Awareness dan Green Promotion terhadap Keputusan Pembelian Air Minum Aqua di Kota Medan dengan Eco-Label sebagai Variabel Mediasi. Jurnal E-Proceeding of Manajemen, 8(5), 5918–5957.
Song, Y., Qin, Z., & Yuan, Q. (2019). The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase. Joutnal of Sustainability MDPI, 11(973).
Suki, N. M. (2013). Green Awareness Effects On Consumers’purchasing Decision. International Journal of Asia-Pacific Studies, 9(2).
Yoga, M., & Listiana, E. (2021). Pengaruh Kesadaran Lingkungan , Pengetahuan Produk Hijau Dan Kualitas Produk Terhadap Kepercayaan Serta Dampaknya Pada Keputusan Pembelian ( Studi Pada Konsumen Produk Tupperware Di Pontianak ). Equator Journal of Management and Entrepreneurship, 09(03), 165–176.
Yudhayana Warmadewa, D., & Lidia Paramita, E. (2021). Young Consumers’ Green Purchasing Behavior: the Influence of Environmental Awareness and Green Marketing. International Journal of Economics, Business and Accounting Research, 5(3), 777–786.
Agustina, R. D., Fauzi, A., & Wilopo. (2016). Pengaruh Pemasaran Hijau terhadap Citra Merek Hijau serta Dampaknya pada Keputusan Pembelian (Survei pada Mahasiswa Jurusan Administrasi Bisnis Strata-1 Angkatan 2012 / 2013 dan 2013 / 2014 Fakultas Ilmu Administrasi Universitas Brawijaya yang Menggunakan. Jurnal Administrasi Bisnis, 33(1), 171–179.
Alamsyah, D. P. (2020). Green Awareness , Brand Image dan Keputusan Pembelian. Jurnal Ekonomi Modernisasi, July. https://doi.org/10.21067/jem.v13i3.1862
Alifiyani, N. D. (2020). Pengaruh Eco-Label, Eco-Brand, dan Environmental Advertising Terhadap Niat Beli Produk Tisu Merek Tessa (Studi Pada Masyarakat di Kecamatan Gunungpati, Semarang). Jurnal E-Proceeding of Manajemen.
Alshura, M. saleem, Abdelrahim, & Zabadi, M. (2016). Impact Of Green Brand Trust, Green Brand Awareness, Green Brand Image, And Green Perceived Value On Consumer’s Intension To Use Green Products: An Empirical Study Of Jordanian Consumers. International Journal of Advanced Research, 4(2), 1423–1433.
Apriliani, T., & Aqmala, D. (2021). Pengaruh Green Brand Image, Green Perceived Value, Green Awareness. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 1(1), 66–75.
Arif, A. M. (2020). Konsumsi Tisu Meningkat, Industri Kertas Tumbuh 12,49%. Bisnis.Com.
Bukhari, A., Rana, R. A., & Batti, U. T. (2017). Factors influencing consumer’s green product purchase decishion by mediation of green brand image. International Journal of Research, 4(7).
Chen, Y. S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Jurnal of Business Ethics, 93.
Dewi, N. M. A. P., & Rahyuda, K. (2018). Pengaruh Alat Pemasaran Hijau terhadap Perilaku Pembelian Konsumen. Jurnal Manajemen Unud, Volume 7(4).
Elvierayani, R. R., & Choiroh, F. (2020). Pengaruh Green Product dan Green Price Terhadap Minat Beli Konsumen Pada Produk Tupperware (Studi Kasus Pada Mahasiswa Manajemen FE UNISLA). Mandalika Mathematics and Educations Journal, 2(1), 67–75.
Hanjani, G. A., & Widodo, A. (2019). Consumer Purchase Intention. Journal of Secretary and Business Administration, 3(1), 25–39.
Husisangti, K. H. (2020). Perancangan Komunikasi Visual Penggunaan Unpaper Towel sebagai Pengganti Tisu. E-Jurnal Manajemen UNIKA.
Hussein, A. S. and R. H. (2014). "How quality, value and satisfaction create passenger loyalty: An empirical study on Indonesia bus rapid transit passenger. The International Journal of Accounting and Business Society, 22(2), 95–115.
Jaiswal, D.Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Jurnal Ekonomi Modernisasi, 13 (3) 2017, 119-130 129 Retailing and Consumer Services, 41, 60–69.
Khoulid, M., Mkik, S., & Aomari, A. (2017). Green Advertising and Environmentally Consumption: The Level of Awareness and Moroccan Costumer’s Perception. Journal of Business and Management (IOSR-JBM), 8, 333–334.
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran. Erlangga.
Liu, Y., Segev, S., & Villar, M. E. (2019). Comparing two mechanisms for green consumption:Cognitive-affect behavior vs theory reasoned action. Journal of Consumer Marketing, 34(5). https://doi.org/10.1108/JCM-01-2016-1688
Maharani, B. D., Hutami, L. T. H., & Isna, K. (2021). Intensi Pembelian Produk Ramah Lingkungan Berdasar Theory of Planned Behaviour. Jurnal Manajemen Dan Kewirausahaan, 9(2), 182–190. https://doi.org/10.26905/jmdk.v9i2.6152
Mahrinasari. (2020). Perilaku Konsumsi Produk Hijau. Pustaka Media.
Nelly, Rahmi, Syamsuddin, N., Ikhbar, S., & Nawir, M. (2021). Pengaruh Green Product Terhadap Keputusan Pembelian Pada Produk Air Minum Di Kota Banda Aceh. Jurnal Sosiohumaniora Kodepena, 2(2), 250–263.
Nurafriyani, D., Fitria, R., Febriyanti, W., & Zaki, H. (2022). Strategic Management Analysis : Comparison Of Strategic Management Between Pt . Pindo Deli Pulp & Paper Mills And Pt . Graha Kerindo Utama (GKU) Analisis Manajemen Strategi : Perbandingan Manajemen Strategis Antara PT . PINDO DELI PULP & PAPER MILLS DAN. Research In Accounting Journal, 2(1), 79–87.
Nurmayanti. (2014). Pedoman Lembaga Verifikasi Ecolabel. Kementerian Lingkungan Hidup.
Pinem, R. J., Kurniawati, N. I., & Werdani, R. E. (2018). Analisis Pengaruh Label Ramah Lingkungan Terhadap Keputusan Pembelian Produk Ramah Lingkungan. Jurnal Studi Manajemen Organisasi, 15.
Pratama, C. D. (2020). Permasalahan Lingkungan di Indonesia. Kompas.Com.
Pratiwi, N. P. A., Mitariani, N. W. E., & Imbayani, I. G. A. (2020). Pengaruh Kesadaran Produk Ramah Lingkungan, Citra Merek Hijau dan Kesadaran Harga terhadap Keputusan Pembelian Tisu Tessa (Studi Kasus Pada Konsumen Tisu Tessa di PT Sumber Alfaria Trijaya, Tbk Se Kabupaten Gianyar). E-Jurnal Manajemen.
Purwanto, N. (2021). Pengaruh Eco Label Dan Green Product Terhadap Minat Beli. Jurnal Manajemen, Ekonomi Dan Akuntansi, 5(3), 2817–2826.
Rahman, T. . (2020). Pengaruh Eco-label,Eco-Brand, dan Environmental Advertisement Terhadap Consumer Purchase Behaviour pada Konsumen Produk Eco-Care (Studi Pada Produk Eco-care di Bandung). Skripsi Sarjana Administrasi Bisnis Telkom University.
Rahman, T. N., & Widodo, A. (2020). Pengaruh Eco-label, Eco-brand dan Environmental Advertisement Terhadap Consumer Purchase Behavior Pada Konsumen Produk Ecocare. Jurnal E-Proceeding of Manajemen.
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., Prima, R., & Lita. (2017). Green Brand Image, Green Awareness, Green Advertisement, and Ecological Knowlegde in Improving Green Purchase Intention and Green Purchase Behavior on Creative industry Product. Journal of Business and Accountancy Ventura, 20(2).
Rakhmawati, D., Puspaningrum, A., & Hadiwidjojo, D. (2019). Hubungan Green Perceived Value, Green Brand Image dan Green Trust terhadap Green Pruchase Intention. Electronic Journal of UIN Malang, 15.
Ridwan, M. F. (2018). Terhadap Keputusan Pembelian (Survei pada Mahasiswa Jurusan Ilmu Administrasi Bisnis Angkatan 2013/2014 dan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya Konsumen Air Minum Kemasan Merek ADES). Jurnal Administrasi Bisnis, 1, 80–90.
Riyanto, V., Soesanto, S. B., & Sihombing. (2018). Peranan ekolabel dalam niat pembelian: Suatu studi empiris pada merek The Body Shop. Jurnal Ilmiah Manajemen, 8(3), 504–522. https://doi.org/https://doi.org/10.22441/mix.2018.v8i3.004
Rizaty, M. A. (2021). Sebanyak 184 Produk Ramah Lingkungan Telah Teregister hingga 2018. Katadata.
Rusniati, R., & Rahmawati, R. (2019). Green Product : Pengaruh Pengetahuan Produk, Pengetahuan Pembelian dan Pengetahuan Pemakaian terhadap Keputusan Pembelian. Jurnal Intekna, 19(1), 1–68.
Sanchez, M. J., & Lafuente, R. (2010). Defining and measuring environmental consciousness. Journal Revista Internacionel de Sociologia (RIS), 68(3), 731–755.
Sarasuni, F. (2021). Pengaruh kesadaran lingkungan dan persepsi nilai terhadap keputusan pembelian The influence of environmental awareness and perceived value on nature purchasing decisions. Jurnal Manajemen, 13(2), 224–231.
Sharma, A., & Foropon, C. (2019). Green Product Attributes and green purchace behavior: A theory of planned behavior perspective with implications for circular economy. Journal of Management.
Sinta, D., Azizah, F. N., & Nugraha, B. (2021). Analisis Pengaruh Refiner Time terhadap Quality Tissue ( Studi Kasus di PT Pindo Deli Pulp and Paper Mills 2 ). Angkasa Jurnal Ilmiah Bidang Teknologi, 9503, 27–36.
Siregar, M. A. S., & Widodo, A. (2021). Pengaruh Environmental Awareness dan Green Promotion terhadap Keputusan Pembelian Air Minum Aqua di Kota Medan dengan Eco-Label sebagai Variabel Mediasi. Jurnal E-Proceeding of Manajemen, 8(5), 5918–5957.
Song, Y., Qin, Z., & Yuan, Q. (2019). The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase. Joutnal of Sustainability MDPI, 11(973).
Suki, N. M. (2013). Green Awareness Effects On Consumers’purchasing Decision. International Journal of Asia-Pacific Studies, 9(2).
Yoga, M., & Listiana, E. (2021). Pengaruh Kesadaran Lingkungan , Pengetahuan Produk Hijau Dan Kualitas Produk Terhadap Kepercayaan Serta Dampaknya Pada Keputusan Pembelian ( Studi Pada Konsumen Produk Tupperware Di Pontianak ). Equator Journal of Management and Entrepreneurship, 09(03), 165–176.
Yudhayana Warmadewa, D., & Lidia Paramita, E. (2021). Young Consumers’ Green Purchasing Behavior: the Influence of Environmental Awareness and Green Marketing. International Journal of Economics, Business and Accounting Research, 5(3), 777–786.
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Dec 31, 2023
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