The role green marketing and product knowledge in strengthening consumer purchasing decisions for compost fertilizer at Tegal District
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Aug 2, 2023
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Abstract
This study aims to analyze the extent of the influence of green marketing and product knowledge in influencing the purchase decision of compost fertilizer from Dinas Lingkungan Hidup (DLH) of Tegal Regency. This research method uses a non probability sampling technique with incidental sampling method, the sample used was 100 respondents. The analysis technique used is Multiple Regression Analysis and t test, F test and coefficient of determination. The results of the study based on the t test obtained by Green Marketing on purchasing decisions, the tcount value is 8.290, which means tcount> ttable, namely 8.290> 1.661 with a sig value. 0.000 <0.05 means H1 is accepted. Product Knowledge on purchasing decisions obtained a tcount value of 5,288 which means tcount> ttable, namely 5,288> 1.661 with a sig value. 0.000 <0.05 means H3 is accepted. The results of the F test obtained an Fcount value of 114.927, meaning that Fcount> Ftabel or 114.927> 2.689 with a sign value of 0.000 <0.05, which means H3 is accepted. Green Marketing and Product Knowledge have a positive and distributed effect simultaneously on consumer purchasing decisions for compost fertilizer from the Dinas Lingkungan Hidup (DLH) Tegal Regency.
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How to Cite
Wiyanti, S., & Wicaksana, M. siddik E. (2023). The role green marketing and product knowledge in strengthening consumer purchasing decisions for compost fertilizer at Tegal District . Enrichment : Journal of Management, 13(3), 1903-1912. https://doi.org/10.35335/enrichment.v13i3.1533
References
The researchers would like to thank the Dinas Lingkungan Hidup (DLH) Tegal Regency, fertilizer shops, ornamental plant sellers who have provided assistance in the form of facilities and infrastructure in carrying out this research, as well as students who have assisted in conducting surveys during the research.
References
Alma, B. (2018). Manajemen Pemasaran & Pemasaran Jasa (Cetakan ke 13 ed.). Bandung: CV. Alfabeta.
Anwar, A., R. Amaranti, M. Satori, & N.A. Salleh. (2019). Knowledge Of Solid Waste Management Through Composting : A Comparative Study Of Rural Communities In Malaysia and Indonesia. ICIEVE. doi:doi:10.1088/1757-899X/830/4/042002
Arif, H. M. (2022, Desember). Pengaruh Sensivitas Harga Dan Green Knowledge Terhadap Minat Beli Sayuran Organik Di Provinsi Bengkulu. Agritepa, 9 No. 2, 425-434. Retrieved from https://jurnal.unived.ac.id
Artawan, I. W., Astiti, N. S., & Sudarta, W. (2017, Oktober). Tingkat Pengetahuan Petani Dalam Penggunaan Pupuk Organik Dan Penerapannya Pada Budidaya Tanaman Pada Sawah. E-Jurnal Agribisnis Dan Agrowisata, 6 No. 4. Retrieved from https:://ojs.unud.ac.id
Assauri, S. (2015 ; 129). Manajemen Pemasaran. Jakarta: Rajawali Pers.
Dianti, N. R., & Eristia Lidia Paramita. (2021, Januari). Green Product dan Keputusan Pembelian Konsumen Muda. Jurnal Samudra Ekonomi & Bisnis, 130-142.
Dianti, N. R., & Paramita, E. L. (2021, Januari). Green Product Ang Young Consumers Purchasing Decisions. Jurnal Samudra Ekonomi Dan Bisnis, 12 No. 1. Retrieved from https://creativecommons.org/licenses/by-sa/4.0/
Firmasyah, A. R. (2016, Oktober). Pengaruh Pengetahuan Produk Dan Persepsi Kualitas Terhadap Niat Beli Mobil Datsun Go Panca. BISMA : Bisnis dan Manajemen , 9 no. 1, 26-32.
Heizer, J., & Render, B. (2014). Manajemen Operasi. Salemba Empat.
Imania, L., & Widayanto. (2021). Pengaruh Experiental Marketing Dan Kepercayaan Merek (Brand Trust) Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian (Studi Kasus Pada Konsumen Larrisa Aesthetic Center Cabang Panjaitan, Semarang). EKOBIS, 1-9. Retrieved from https://www.ejournal.uby.ac.id/index.php/ekobis/article/vie/595
Irawati, R. S., & Nawangsih. (2017). Pengaruh Green Marketing Dan Green Product Terhadap Keputusan Pembelian Pupuk Organik Di Kios Tani Mulyo Kedungrejo Kabupaten Lumajang. Jurnal Ilmu Manajemen Advantage, 01 No. 1, 52-63.
Kotler, A. (2008). Prinsip-prinsip pemasaran. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2018). Prinsip-prinsip pemasaran, Edisi 12 Jiild 2 (12 Jilid 2 ed.). Erlangga.
Kotler, P., & armstrong, G. (2018). Prinsip-prinsip Pemasaran, Edisi 12 Jilid 1 (12 Jilid 1 ed.). Erlangga.
Kotler, P., & Keller, K. L. (2008 ). Manajemen Pemasaran, Edisi 13 Jilid 1 (13 jilid 1 ed.). Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13 Jilid 2 (13 ed.). Erlangga.
Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa. (3, Ed.) Salemba Empat.
Madjidan, N. L., & Sulistyawati, R. (2022). Pengaruh Green Marketing Dan Green Product Terhadap Green Purchase Intention Pada Alang-alang Zero Waste Shop. Jurnal Ecogen, 294-305.
Majbar, Z. (2021). Farmers Perceptions and Willingness of Compost Production and Use to Contribute to Environmental Sustainability. Sustainability, 13. Retrieved from https://www.mdpi.com/journal/sustainability
Manopo, A., Willem J.F.ATumbunan, & Gunawan, E. (2021, Oktober). The Influence Of Product Knowledge On Green Purchase Intention, The Role Of Attitude As Mediating Variabel. Jurnal EMBA, 9 No. 4, 851-864.
Nedumaran, & M.Manida. (2019, April-June). Green Marketing : Impact Of The Agriculture Products. International Journal of Advance and Innovative Research, 6 Issue 2.
Nittala, R. (2023, May). Role Of Pro-environmental Post Purchse Behaviour In Green Consumer Behaviour. Journal Of Manajemen Emeral, 82-97. Retrieved from https://www.emerald.com/insight/0973-1954.htm
Novizal, G., & Rizal, A. (2020). Pengaruh Product Knowledge dan Persepsi Harga Terhadap Proses Keputusan Pembelian Dengan Brand Image sebagai variabel moderasi (Studi Pada Konsumen Mobil Wuling di dealer Wuling Semarang). SENDU. Proceeding SENDU.
Sangadji, E. m., & Sopiah. (2013). Perilaku Konsumen. Andi Offset.
Septifani, R., Fuad Achmadi, & Imam Santoso. (2014). Pengaruh Green Marketing, Pengetahuan Dan Minat Membeli Terhadap Keputusan Pembelian. Jurnal Manajemen teknologi, 13 No. 2, 201-217.
Setiadi, n. J. (2019). Perilaku Konsumen : Perspektif Kontemporer pada Motif, Tujuan dan keinginan Konsumen. Prenadamedia Group.
Sofwan, H., & Wijayangka, C. (2021, Oktober). The Effect Of Green Product And Green Price On The Purchase Decision Of Pijakbumi Prodcuct. e-Proceeding Of Management, 8 No. 56054.
Stevenson, W. J. (2015). Manajemen Operasi.
Sugiyono. (2019). Metode Penelitian : Kualitatif, Kuantitatif dan R&D. Bandung: Alfabeta .
Suliyanto. (2018). Metode Penelitian Bisnis. Andi Offset.
Sumarwan, U. (2012). Perilaku Konsumen. Bandung: Ghalia Indonesia.
Widelia, K., Rennyta Yusiana, & Arry Wibowo. (2015). Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Keputusan Pembelian Produk Unilever. Ecodomica, III No. 2, 539-550.
Widodo, A., & Yusiana, R. (2022: 3). Green Marketing Dalam Perspecktif Bisnis. Refika Aditama.
Witek, L. (2020). Green Marketing : The Environmentally-Friendly Attributes Of Products And Decision To Purchase. Sciendo : Folia Oeconomica Stetinensia, 20 Issue 2. doi:DOI: 10.2478/foli-2020-0059
Wiyanti, S., & Cahyaningtyas, N. W. (2022). Influence of Brand Equity Dimensions On The Business Purchase Behavior Of The Crispy Chicjen Franchise In Tegal City. Enrichment: Journal Of Management, 1509-1514. Retrieved from www. enrichment.iocspublisher.org
Wiyanti, S., & Gunistyo. (2022, September). Building Consumer Purchasing Decisions At Fast-Food Restaurants And Cafes In Tegal. Enrichment : Journal Of Management, 12, 3197-3203. Retrieved from www.enrichment.iocspublisher.org
wiyanti, S., & Hanfan, A. (2022). The Role Word-of-Mouth, Shopping Lifestyle and City Walk Concept of Mall. International Jounal Of Entrepreneurship and Business Management, 1 no. 1.
Yusiana, R., Arry Widodo, & Maolana , A. H. (2021). Green Purchase Intention : An Investigation Green Brand Knowledge And Green Perceived Value Of Bioplastic Products In Bandung-Indonesia. Inclusive Society and Sustainability Studies (ISSUES, 1 No. 2, 24-32. Retrieved from https://researchsynergy.org/issues/
Zaky, M. H., & Purnami, N. (2020). Green Marketing Mix Berpengaruh Terhadap Keputusan Pembelian Produk Big Tree Farms Di Lotus Food Services. E-Jurnal Manajemen, 9 No. 2, 678-698. doi:https://doi.org/10.24843/EJMUNUD.2020.v09.i02.p14
References
Alma, B. (2018). Manajemen Pemasaran & Pemasaran Jasa (Cetakan ke 13 ed.). Bandung: CV. Alfabeta.
Anwar, A., R. Amaranti, M. Satori, & N.A. Salleh. (2019). Knowledge Of Solid Waste Management Through Composting : A Comparative Study Of Rural Communities In Malaysia and Indonesia. ICIEVE. doi:doi:10.1088/1757-899X/830/4/042002
Arif, H. M. (2022, Desember). Pengaruh Sensivitas Harga Dan Green Knowledge Terhadap Minat Beli Sayuran Organik Di Provinsi Bengkulu. Agritepa, 9 No. 2, 425-434. Retrieved from https://jurnal.unived.ac.id
Artawan, I. W., Astiti, N. S., & Sudarta, W. (2017, Oktober). Tingkat Pengetahuan Petani Dalam Penggunaan Pupuk Organik Dan Penerapannya Pada Budidaya Tanaman Pada Sawah. E-Jurnal Agribisnis Dan Agrowisata, 6 No. 4. Retrieved from https:://ojs.unud.ac.id
Assauri, S. (2015 ; 129). Manajemen Pemasaran. Jakarta: Rajawali Pers.
Dianti, N. R., & Eristia Lidia Paramita. (2021, Januari). Green Product dan Keputusan Pembelian Konsumen Muda. Jurnal Samudra Ekonomi & Bisnis, 130-142.
Dianti, N. R., & Paramita, E. L. (2021, Januari). Green Product Ang Young Consumers Purchasing Decisions. Jurnal Samudra Ekonomi Dan Bisnis, 12 No. 1. Retrieved from https://creativecommons.org/licenses/by-sa/4.0/
Firmasyah, A. R. (2016, Oktober). Pengaruh Pengetahuan Produk Dan Persepsi Kualitas Terhadap Niat Beli Mobil Datsun Go Panca. BISMA : Bisnis dan Manajemen , 9 no. 1, 26-32.
Heizer, J., & Render, B. (2014). Manajemen Operasi. Salemba Empat.
Imania, L., & Widayanto. (2021). Pengaruh Experiental Marketing Dan Kepercayaan Merek (Brand Trust) Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian (Studi Kasus Pada Konsumen Larrisa Aesthetic Center Cabang Panjaitan, Semarang). EKOBIS, 1-9. Retrieved from https://www.ejournal.uby.ac.id/index.php/ekobis/article/vie/595
Irawati, R. S., & Nawangsih. (2017). Pengaruh Green Marketing Dan Green Product Terhadap Keputusan Pembelian Pupuk Organik Di Kios Tani Mulyo Kedungrejo Kabupaten Lumajang. Jurnal Ilmu Manajemen Advantage, 01 No. 1, 52-63.
Kotler, A. (2008). Prinsip-prinsip pemasaran. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2018). Prinsip-prinsip pemasaran, Edisi 12 Jiild 2 (12 Jilid 2 ed.). Erlangga.
Kotler, P., & armstrong, G. (2018). Prinsip-prinsip Pemasaran, Edisi 12 Jilid 1 (12 Jilid 1 ed.). Erlangga.
Kotler, P., & Keller, K. L. (2008 ). Manajemen Pemasaran, Edisi 13 Jilid 1 (13 jilid 1 ed.). Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13 Jilid 2 (13 ed.). Erlangga.
Lupiyoadi, R. (2014). Manajemen Pemasaran Jasa. (3, Ed.) Salemba Empat.
Madjidan, N. L., & Sulistyawati, R. (2022). Pengaruh Green Marketing Dan Green Product Terhadap Green Purchase Intention Pada Alang-alang Zero Waste Shop. Jurnal Ecogen, 294-305.
Majbar, Z. (2021). Farmers Perceptions and Willingness of Compost Production and Use to Contribute to Environmental Sustainability. Sustainability, 13. Retrieved from https://www.mdpi.com/journal/sustainability
Manopo, A., Willem J.F.ATumbunan, & Gunawan, E. (2021, Oktober). The Influence Of Product Knowledge On Green Purchase Intention, The Role Of Attitude As Mediating Variabel. Jurnal EMBA, 9 No. 4, 851-864.
Nedumaran, & M.Manida. (2019, April-June). Green Marketing : Impact Of The Agriculture Products. International Journal of Advance and Innovative Research, 6 Issue 2.
Nittala, R. (2023, May). Role Of Pro-environmental Post Purchse Behaviour In Green Consumer Behaviour. Journal Of Manajemen Emeral, 82-97. Retrieved from https://www.emerald.com/insight/0973-1954.htm
Novizal, G., & Rizal, A. (2020). Pengaruh Product Knowledge dan Persepsi Harga Terhadap Proses Keputusan Pembelian Dengan Brand Image sebagai variabel moderasi (Studi Pada Konsumen Mobil Wuling di dealer Wuling Semarang). SENDU. Proceeding SENDU.
Sangadji, E. m., & Sopiah. (2013). Perilaku Konsumen. Andi Offset.
Septifani, R., Fuad Achmadi, & Imam Santoso. (2014). Pengaruh Green Marketing, Pengetahuan Dan Minat Membeli Terhadap Keputusan Pembelian. Jurnal Manajemen teknologi, 13 No. 2, 201-217.
Setiadi, n. J. (2019). Perilaku Konsumen : Perspektif Kontemporer pada Motif, Tujuan dan keinginan Konsumen. Prenadamedia Group.
Sofwan, H., & Wijayangka, C. (2021, Oktober). The Effect Of Green Product And Green Price On The Purchase Decision Of Pijakbumi Prodcuct. e-Proceeding Of Management, 8 No. 56054.
Stevenson, W. J. (2015). Manajemen Operasi.
Sugiyono. (2019). Metode Penelitian : Kualitatif, Kuantitatif dan R&D. Bandung: Alfabeta .
Suliyanto. (2018). Metode Penelitian Bisnis. Andi Offset.
Sumarwan, U. (2012). Perilaku Konsumen. Bandung: Ghalia Indonesia.
Widelia, K., Rennyta Yusiana, & Arry Wibowo. (2015). Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Keputusan Pembelian Produk Unilever. Ecodomica, III No. 2, 539-550.
Widodo, A., & Yusiana, R. (2022: 3). Green Marketing Dalam Perspecktif Bisnis. Refika Aditama.
Witek, L. (2020). Green Marketing : The Environmentally-Friendly Attributes Of Products And Decision To Purchase. Sciendo : Folia Oeconomica Stetinensia, 20 Issue 2. doi:DOI: 10.2478/foli-2020-0059
Wiyanti, S., & Cahyaningtyas, N. W. (2022). Influence of Brand Equity Dimensions On The Business Purchase Behavior Of The Crispy Chicjen Franchise In Tegal City. Enrichment: Journal Of Management, 1509-1514. Retrieved from www. enrichment.iocspublisher.org
Wiyanti, S., & Gunistyo. (2022, September). Building Consumer Purchasing Decisions At Fast-Food Restaurants And Cafes In Tegal. Enrichment : Journal Of Management, 12, 3197-3203. Retrieved from www.enrichment.iocspublisher.org
wiyanti, S., & Hanfan, A. (2022). The Role Word-of-Mouth, Shopping Lifestyle and City Walk Concept of Mall. International Jounal Of Entrepreneurship and Business Management, 1 no. 1.
Yusiana, R., Arry Widodo, & Maolana , A. H. (2021). Green Purchase Intention : An Investigation Green Brand Knowledge And Green Perceived Value Of Bioplastic Products In Bandung-Indonesia. Inclusive Society and Sustainability Studies (ISSUES, 1 No. 2, 24-32. Retrieved from https://researchsynergy.org/issues/
Zaky, M. H., & Purnami, N. (2020). Green Marketing Mix Berpengaruh Terhadap Keputusan Pembelian Produk Big Tree Farms Di Lotus Food Services. E-Jurnal Manajemen, 9 No. 2, 678-698. doi:https://doi.org/10.24843/EJMUNUD.2020.v09.i02.p14