Analisis Pengaruh Penerapan Green Marketing terhadap Keputusan Pembelian di Serambi Botani

Abstract

Green marketing menjadi pendekatan strategis dalam mendorong keputusan pembelian produk ramah lingkungan. Penelitian ini bertujuan menganalisis pengaruh penerapan green marketing terhadap keputusan pembelian konsumen di Serambi Botani dengan menggunakan kerangka Theory of Planned Behavior. Pendekatan kuantitatif digunakan melalui survei konsumen yang dianalisis dengan metode SEM-PLS. Hasil penelitian menunjukkan bahwa green marketing berpengaruh positif terhadap keputusan pembelian serta membentuk attitude, subjective norm, dan perceived behavioral control konsumen. Temuan ini menegaskan bahwa green marketing yang menekankan penyebaran informasi isu lingkungan, pemahaman manfaat produk berkelanjutan, kesadaran dampak pembelian terhadap lingkungan, dan transparansi penggunaan bahan alami berperan penting dalam mendorong keputusan pembelian konsumen.

Green marketing has become a strategic approach to encouraging environmentally friendly purchasing decisions. This study aims to analyze the effect of green marketing implementation on consumer purchase decisions at Serambi Botani using the Theory of Planned Behavior framework. A quantitative approach was employed through a consumer survey analyzed using SEM-PLS. The results indicate that green marketing has a positive effect on purchase decisions and significantly shapes consumers’ attitudes, subjective norms, and perceived behavioral control. These findings highlight that green marketing emphasizing environmental issue awareness, understanding the benefits of sustainable products, awareness of the environmental impact of purchasing decisions, and transparency in the use of natural materials plays an important role in influencing consumer purchase decisions.