Published: 2026-06-01

Pengaruh Inovasi Produk dan Green Marketing Terhadap Minat Beli Konsumen (Studi Kasus Eiger Ecosaivior 45 WS Carrier)

DOI: 10.35870/jemsi.v12i3.6419

Mochammad Ichsan Ginanjar, Muhammad Syahrul Solehudin, Ferdy Juniarsyah, Lena Susi Susanti, Girvin Fauzan Andriawan
  • Mochammad Ichsan Ginanjar: Universitas Garut
  • Muhammad Syahrul Solehudin: Universitas Garut
  • Ferdy Juniarsyah: Universitas Garut
  • Lena Susi Susanti: Universitas Garut
  • Girvin Fauzan Andriawan: Universitas Garut
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Abstract

This research is motivated by increasing competition in the outdoor product industry which encourages companies to innovate products and implement green marketing strategies to increase consumer buying interest. This research aims to analyze the influence of product innovation and green marketing on consumer buying interest in the EIGER ECOSAVIOR 45 WS Carrier product. The research method used was a quantitative approach with a purposive sampling technique of 100 respondents in Garut Regency. Data analysis was carried out using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The research results show that product innovation has a positive and significant effect on consumer buying interest. Green marketing also has a positive and significant effect on purchasing interest. Simultaneously, product innovation and green marketing contribute to increasing consumer buying interest. These findings confirm that sustainable product innovation and the application of environmentally friendly concepts are important to increase product attractiveness and company competitive advantage in the current competitive outdoor industry.


 

Keywords

Product Innovation; Green Marketing; Puchase interest; Outdoor Products

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How to Cite

Ginanjar, M. I., Solehudin, M. S., Juniarsyah, F., Susanti, L. S., & Andriawan, G. F. (2026). Pengaruh Inovasi Produk dan Green Marketing Terhadap Minat Beli Konsumen (Studi Kasus Eiger Ecosaivior 45 WS Carrier). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(3), 2713-2721. https://doi.org/10.35870/jemsi.v12i3.6419
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 3 (2026)

  • Section: Articles

  • Published: 2026-06-01

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Author Biographies
Mochammad Ichsan Ginanjar, Universitas Garut
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Garut, Jawa Barat, Indonesia.

Muhammad Syahrul Solehudin, Universitas Garut
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Program Studi Manajemen, Fakultas Ekonomi, Universitas Garut, Jawa Barat, Indonesia.

Ferdy Juniarsyah, Universitas Garut
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Garut, Jawa Barat, Indonesia.

Lena Susi Susanti, Universitas Garut
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Program Studi Manajemen, Fakultas Ekonomi, Universitas Garut, Jawa Barat, Indonesia.

Girvin Fauzan Andriawan, Universitas Garut
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Garut, Jawa Barat, Indonesia.

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