Faktor-Faktor Yang Mempengaruhi Buying Decision Konsumen Green Product Di Jakarta

Annisa Shofi Ayuningtyas, Tommy Setiawan Ruslim
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Abstract

Indonesian people are still less involved in the practice of minimizing ecosystem damage, such as not switching to using green products to reduce plastic waste. The number of green products sold in Indonesia itself is not small, but the demand is not too much. In fact, by increasing consumer purchasing decisions for green products, it can help Indonesia become a more environmentally friendly country. The purpose of this study was to examine the effect of environmental consciousness, eco-label, attitude, green advertising, and price on green product consumer buying decisions. This study uses Structural Equation Modeling (SEM) to analyze the hypothesis model with SmartPLS. This study used 260 samples obtained through the distribution of online questionnaires.. The results of this study indicate that environmental consciousness, attitude, and price positively and significantly affect the buying decisions of green products consumers, while eco-labels, and green advertising positively but not significantly affect the buying decisions of green products consumers.


Masyarakat Indonesia masih kurang terlibat dalam praktik meminimalisir kerusakan ekosistem, seperti belum beralih menggunakan produk ramah lingkungan untuk mengurangi sampah plastik. Produk ramah lingkungan yang dijual di Indonesia sendiri jumlahnya tidak sedikit, namun peminatnya belum terlalu banyak. Padahal dengan meningkatkan keputusan pembelian konsumen terhadap green product, dapat membantu Indonesia menjadi negara yang lebih ramah lingkungan. Tujuan penelitian ini adalah untuk menguji pengaruh dari environmental consciousness, eco-label, attitude, green advertising, dan price terhadap buying decision konsumen green product. Penelitian ini menggunakan Structural Equation Modeling (SEM) untuk menganalisis model hipotesis dengan SmartPLS. Penelitian ini menggunakan 260 sampel yang didapatkan melalui pedistribusian kuesioner secara online. Hasil dari penelitian ini menunjukkan bahwa environmental consciousness, attitude, dan price secara positif dan signifikan mempengaruhi buying decision konsumen green product, serta eco-label, dan green advertising secara positif namun tidak signifikan mempengaruhi buying decision konsumen green product.

Keywords

Environmental Consciousness; Attitude; Price; Buying Decision; Green Product; Kesadaran Lingkungan; Sikap; Harga; Keputusan Pembelian; Produk Ramah Lingkungan

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