Pengaruh Green product, Green Price dan Green Brand Image Terhadap Keputusan Pembelian Produk Galon Le Minerale
DOI:
https://doi.org/10.35870/emt.v8i1.2146Keywords:
Green Product, Green Price, Green Brand Image, Purchase DecisionAbstract
The purpose of this study was to analyze the effect of Green product, Green Price, and Green Brand Image on the Purchase Decision of Le Minerale Gallons. The data used in this study used a Google Form-based questionnaire, and the valid data collected were 120 respondents. The sampling method in this study was purposive sampling. The testing tool used is SPSS. The analysis method in this study uses quantitative primary data, using multiple linear analysis research methods, the test stages carried out are: validity, reliability, multiple linear regression, F test, t test and coefficient of determination. The results of this study indicate that the variables Green product, Green Price, Green Brand Image partially and simultaneously have a positive and significant effect on purchasing decisions. This research provides significant benefits for Le Minerale gallon companies by opening up in-depth insights into consumer preferences for sustainability aspects, such as green product, green price and Green Brand Image. The results of this study can guide more targeted marketing strategies, allowing companies to increase product appeal, expand market share, and build stronger relationships with environmentally conscious consumers. By deeply understanding consumer purchasing decisions, companies can optimize their sustainability efforts to achieve greater positive impact in the market.
Downloads
References
Adya Laksita Auli, Ngatno, & Handojo Djoko Waloejo. (2023). Pengaruh Green product Dan Green Advertising Terhadap Keputusan Pembelian Konsumen Sariayu Martha Tilaar Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 12(2), 531–538.
Amin, Machfud Al, Agus Widarko, & M. Tod. Arsyianto. (2019). Pengaruh Green product, Green Price, Green Place, Dan Minat Beli Terhadap Keputusan Pembelian Produk Pepsodent (Studi Kasus Mahasiswa Prodi Manajemen Unisma Angkatan 2019). E – Jurnal Riset Manajemen, 12(01), 1181–1192.
Apriliani, Tiara, & Diana Aqmala. (2021). Pengaruh Green Brand Image, Green Perceived Value, Green Awareness Dan Green Knowledge Terhadap Keputusan Pembelian. Jurnal Akuntansi, Ekonomi, Dan Manajemen Bisnis, 1(1), 66–75.
Augtiah, Imfrianti, Ihwan Susila, & Wiyadi. (2022). Pengaruh Green product, Green Advertising, Dan Green Brand Image Terhadap Keputusan Pembelian Dengan Consumer Attitude Sebagai Variabel Mediasi. Benefit: Jurnal Manajemen Dan Bisnis, 7(3), 10–26. DOI: 10.23917/benefit.v7i2.1486.
Azalia, Azalia, & Friztina Anisa. (2021). Pengaruh Green product, Green Advertising, Dan Green Price Terhadap Keputusan Pembelian Produk Tupperware (Studi Kasus Pada Konsumen Produk Tupperware Di Magelang). Borobudur Management Review, 1(2), 126–140. DOI: 10.31603/bmar.v1i2.5868.
Candra, Nico. (2018). Green product, Saluran Distribusi, Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Ekonomi, 25(2), 160–172.
Chrysna, Vrancisco Yudha, Hadi Sumarsono, & Premi Wahyu Widyaningrum. (2022). Pengaruh Green Trust, Green Price, Dan Eco Brand Terhadap Keputusan Pembelian. E-Journal Ekonomi Bisnis Dan Akuntansi, 9(2), 65. DOI: 10.19184/ejeba.v9i2.32466.
Daffa, Nabella, & Vicky Sanjaya. (2022). Pengaruh Green product Dan Harga Terhadap Keputusan Pembelian. Business and Enterpreneurship Journal (BEJ), 3(2), 32–36. DOI: 10.57084/bej.v3i2.882.
Hartini, Hartini. (2021). Keputusan Pembelian Produk Aqua Green Marketing Di Sumbawa Besar Dilihat Dari Green product Dan Green Brand. Jurnal Ilmiah Manajemen Ubhara, 3(2), 1. DOI: 10.31599/jmu.v3i2.983.
Khoiruman, Muhammad, & Stanislaus Dejan Alexandro Purba. (2020). Pengaruh Green product, Green Price, Dan Green Advertising Terhadap Keputusan Pembelian Produk Essential Oail Di Rumah Atsiri Indonesia. Journal Of Business And Management, 7(1), 46–54.
Kumparan Bisnis. (2021). Anak SMA Bikin Petisi Tolak Galon Sekali Pakai Le Minerale, Diteken Puluhan Ribu. Kumparan.com. URL: https://kumparan.com/kumparanbisnis/anak-sma-bikin-petisi-tolak-galon-sekali-pakai-le-minerale-diteken-puluhan-ribu-1uvQv955LnQ.
Lestari, Ayu Dewi, Edi Nursanta, Widiyarsih, & Siti Masitoh. (2023). Pengaruh Green product, Green Price, Green Place, Green Promotion Terhadap Keputusan Pembelian Tumbler Starbucks Tangeran. Jurnal Akuntansi, Keuangan Dan Auditing, 4(1), 275–288.
Liya, Inda, Karmila Karmila, Heru Budiono, & Vicky F. Sanjaya. (2021). Pengaruh Hallyu Wave, Brand Ambassador, Brand Image Dan Wom Terhadap Keputusan Pembelian Pada Mie Sedap Selection Korean Spicy Chicken. REVENUE: Jurnal Manajemen Bisnis Islam, 2(1), 11–26. DOI: 10.24042/revenue.v2i1.7700.
Nelly, Rahmi, Nurfiani Syamsuddin, Samsul Ikhbar, & Muhammad Nawir. (2021). Pengaruh Green product Terhadap Keputusan Pembelian Pada Produk Air Minum Di Kota Banda Aceh. Jurnal Sosiohumaniora Kodepena, 2(2), 250–263.
Nugroho, J. S. (2023). Galon Le Minerale Sekali Pakai: Kemudahan yang Berdampak pada Lingkungan? Kompasiana. URL: https://www.kompasiana.com/amp/jalusetyonugroho9486/648aae254addee0653224e52/galon-le-minerale-sekali-pakai-kemudahan-yang-berdampak-pada-lingkungan.
Putra, Yoga Rajasa, & Universitas Esa Unggul. (2023). Pengaruh Green product, Green Brand Image, Dan Environment Knowledge Terhadap Green Purchase. 02, 1–21.
Rahmadhani, Annisa Vivit, & Arry Widodo. (2023). Pengaruh Green Brand Image, Green Brand Trust, Green Brand Awareness Dan Green Brand Satisfaction Terhadap Purchase Intention Pada Konsumen Air Mineral Merek Aqua The Influence of Green Brand Image, Green Brand Trust, Green Brand Awareness and Green B. 14(225), 393–405. DOI: 10.33059/jseb.v14i3.3891.Article.
Sofwan, Hadika, & Candra Wijayangka. (2021). The Effect of Green product and Green Price on the Purchase Decision of Pijakbumi Products. E-Proceeding of Management, 8(5), 6054–6066.
Yulfita Aini, & Sulastri. (2022). Dampak Green product Dan Green Advertising Terhadap Keputusan Pembelian Air Mineral Merek Aqua. Hirarki : Jurnal Ilmiah Manajemen Dan Bisnis, 4(1), 599–609. DOI: 10.30606/hirarki.v4i1.1478.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Salma Novita Ulya, Diana Aqmala
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
