Pengaruh Green Trust, Green Price dan Green Brand Terhadap Minat Beli Produk Tas Merek Eiger di Kota Mataram
DOI:
https://doi.org/10.59246/muqaddimah.v2i3.982Keywords:
Green Trust, Green Price, Green Brand, Purchase InterestAbstract
This research aims to determine the influence of green trust, green price, and green brand on interest in purchasing Eiger brand bag products in Mataram City. Eiger is currently slowly producing environmentally friendly products, one of which is the Eiger brand environmentally friendly bag product. The type of research used is associative quantitative research. The analysis technique used was multiple linear regression using the SPSS version 25 program. This research was conducted in the Mataram City area by distributing questionnaires to 100 respondents from the age range of 17 years to more than 50 years. Using non-probability and purposive sampling techniques. The data used to analyze the relationship between variables is expressed on a numerical scale. The results of the analysis show: (1) The Green Trust variable has a positive effect on buying. (2) The green price variable has a positive effect. (3) The green brand variable has a positive effect on purchasing interest.
References
Yusriani, F. (2019). Pengaruh green marketing mix terhadap green product purchase intention pada produk Innisfree di Jakarta dengan consumer’s attitude sebagai variabel mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, Vol 3 No. (1).
Wiranto, A., & Adialita, T. (2020). Pengaruh green product knowledge, green trust, dan perceived price terhadap green purchase intention konsumen AMDK merek Aqua dengan botol 100% recycled. Jurnal Administrasi Bisnis, Vol 16 No (2). Di akses pada 18 Juni 2024 dari https://journal.unpar.ac.id/index.php/JurnalAdministrasiBisnis/article/view/4261
Wibowo, M. R., & Saputri, M. E. (2021). Pengaruh green brand image terhadap minat beli pada sepatu Converse Renew Canvas (studi pada konsumen sepatu Converse). Journal Proceedings of Management, Vol 8 No (2). Di akses pada 16 Juni 2024 dari https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/14806
Suparna, G., Ekawati, N. W., Suasana, I. G. A. K. G., & Sriathi, A. A. A. (2018). Menciptakan green brand personality bagi merek ramah lingkungan. Matrik: Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, Vol. 18 No. (2). Di akses pada 16 Juni 2024 dari https://ojs.unud.ac.id/index.php/jmbk/article/download/40447/25243
Siwandana, I. K. L., & Wardana, I. M. (2017). Peran green trust memediasi pengaruh green brand image terhadap green brand equity pada produk hijau. Journal of Management, Vol. 6 No. (4), 1789-1815. Di akses pada 16 Juni 2024 dari https://ojs.unud.ac.id/index.php/Manajemen/article/download/27353/18222
Setiadi, N. J. (2013). Perilaku konsumen (Edisi revisi). Jakarta: Kencana Prenada Media Group.
Schiffman, L. G., & Kanuk, L. L. (2007). Perilaku konsumen, Jakarta: PT. Indeks.
Putri, H., Nofita,. (2022). Pengertian variabel menurut para ahli. Vocasia diakses pada 18 Juni 2024 dari https://vocasia.id/blog/pengertian-variabel-penelitian-menurut-para-ahli/
Naftalia, A. S. M. C., & Suparna, G. (2017). Pengaruh green brand image dan green perceived value terhadap green trust dan green brand equity. E-Jurnal Manajemen Unud, Vol. 6 No. (12).
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, Vol 5. No. (2), 127-135.
Kurniawan, A. W., & Puspitaningtyas, Z. (2016). Metode penelitian kuantitatif. Yogyakarta: Pandiva Buku.
Jayani, D. H. (2021, 28 Agustus). 5 alasan konsumen belanja produk ramah lingkungan. Databoks. Diakses pada 23 Juli 2024, dari https://databoks.katadata.co.id/datapublish/2021/08/24/5-alasan-konsumen-belanja-produk-ramah-lingkungan
Hanjani, G. A. (2019). Minat beli konsumen: Dampak green brand dan green knowledge pada perusahaan Nestle Indonesia. Bandung: Universitas Telkom
Fitriani, A. 2022. Pengaruh Green Product Knowledge Dan Green Perceived Risk Terhadap Minat Beli Yang Dimediasi Oleh Green Trust (Studi Kasus pada Air Mineral Galon Le Minerale). Skripsi Fakultas Ekonomi dan Bisnis: Universitas Islam Negeri Syarif Hidayatullah Jakarta. Di akses pada tanggal 22 Juni 2024 dari https://repository.uinjkt.ac.id/dspace/handle/123456789/68999
Ferdinand, A. 2014. Metodologi penelitian manajemen (Edisi 5). Semarang: Badan Penerbit Universitas Diponegoro.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.