Published: 2025-07-10
Pengaruh Green Marketing dan Green Behavior terhadap Keputusan Pembelian Produk Mustika Ratu dengan Green Product sebagai Variabel Moderasi
DOI: 10.35870/emt.v9i3.4242
Abstract
This study investigates the influence of Green Marketing and Green Behavior on purchasing decisions for Mustika Ratu products and examines the role of Green Product as a moderating variable in these relationships. A quantitative approach was applied, involving 96 respondents selected through purposive sampling, with the sample size determined using the Cochran formula. Data collection was conducted using structured questionnaires, and the data were analyzed using multiple statistical techniques, including t-tests, F-tests, coefficient of determination (R²), and Moderated Regression Analysis (MRA). The results reveal that both Green Marketing and Green Behavior have a positive and significant impact on consumer purchasing decisions. However, Green Product does not significantly moderate the relationship between the independent variables and the dependent variable. These findings suggest that environmentally conscious marketing strategies and consumer behaviors directly influence purchasing decisions, even without significant enhancement from green product attributes. Practically, this emphasizes the need for companies to build stronger green engagement and transparent sustainability communication. Theoretically, the study contributes to the development of models in green consumer behavior and sustainable branding.
Keywords
Green Marketing; Green Behavior; Green Product; Purchasing Decisions
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 3 (2025)
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Section: Articles
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Published: 2025-07-10
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/emt.v9i3.4242
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Allifia Nurnasari Rahmawati, Universitas Slamet Riyadi Surakarta
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia.
Ina Siti Almafiroh, Universitas Slamet Riyadi Surakarta
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia.
Nuriyah Fatkhul Jannah, Universitas Slamet Riyadi Surakarta
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia.
Shifa Nurul Khatimah, Universitas Slamet Riyadi Surakarta
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia.
Rani Mawarni, Universitas Slamet Riyadi Surakarta
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia.
Nadiya Fikriyatuz Zakiyah, Universitas Slamet Riyadi Surakarta
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Slamet Riyadi Surakarta, Kota Surakarta, Provinsi Jawa Tengah, Indonesia.
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