The Influence of Green Product, Green Promotion, and Corporate Image on the Purchase Decision of Eco-Friendly Fashion as an Alternative to Fast Fashion for Warmadewa University Students

Ida Ayu Putu Santi  PURNAMAWATI; I Gusti Ayu Agung Istri Sari  DEWI; A.A Ngr Gde Punia Artawan  PUTRA

doi:10.38142/jtep.v5i1.1237

Authors

Ida Ayu Putu Santi PURNAMAWATI Warmadewa University, Indonesia
I Gusti Ayu Agung Istri Sari DEWI Warmadewa University, Indonesia
A.A Ngr Gde Punia Artawan PUTRA Warmadewa University, Indonesia

DOI:

https://doi.org/10.38142/jtep.v5i1.1237

Keywords:

Green Product, green promotion, Corporate Image And Purchasing Decisions

Abstract

The development of the era makes clothing not only a physical need, but also as an expression of self and support for self-esteem. The decision to purchase clothing is influenced by environmental awareness, where people are increasingly paying attention to environmentally friendly products, such as green products. Green products have minimal impact on the environment, while green promotion and a good corporate image can increase purchasing decisions. This study aims to examine the influence of green products, green promotion, and corporate image on purchasing decisions for environmentally friendly fashion among students of Warmadewa University as an alternative to fast fashion that damages the environment. The study is a quantitative study. Using a sample of 95 students. The data analysis technique uses multiple linear regression. The results of the study indicate that green products have a positive and significant effect on purchasing decisions. Green promotion also has a positive and significant effect on purchasing decisions. Corporate image has a positive and significant effect on purchasing decisions.

References

Adam, H. 2012. Enclothed Cognition. Journal of Experimental Social Psychology. Volume 48, Isue 4.

Fahrezi, A., & Sukaesih, U. (2023). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Merek Aldo (Studi Kasus Di Pondok Indah Mall Jakarta). Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 189–199. https://doi.org/10.36441/snpk.vol2.2023.117

Buchari, A., 2013. Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Anonim. 2018. The Rana Plaza Accident and its aftermath. International Labour Organization. www.ilo.org

Anonim. 2019. How Clothes Affect Your Self-Esteem. Next Level Gents. www.medium.com

Ardianto, Elvinaro dan Soemirat, Soleh. 2017. Dasar-dasar Public Relations. Bandung: Remaja Rosdakarya.

Aslam et al., 2018, 'Antibiotic resistance: a rundown of a global crisis' , Infection and. Drug Resistance, vol. 11(1645-1658).

Augtiyah, I., Susila, I., dan 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, Tahun 2022, Volume 7, nomor 2, Bulan Desember: hlm 10 - 26

balipost.com, 2018

D'Souza, Clare et.,al. 2006. Green Products And Corporate Strategy : An. Empirical Investigation. Society and Business Review. Vol. 1, No. 2. hal. 144-149

Fure dkk, 2015. Pengaruh Brand Image, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen di JCO Manado. Jurnal EMBA Vol.3 No.1 Maret 2015, Hal.367-377

https://goodstats.id/article/sampah-pakaian-makin-banyak-saatnya-sudahi-konsumsi-fast-fashion-Bx10s

https://www.fibre2fashion.com/

Jannah, W. dan Ady, S. U. (2017) ‘Analisis Fundamental, Suku Bunga, dan Overconfidence Terhadap Pengambilan Keputusan Investasi Pada Investor Di Surabaya’, Jurnal Bisnis dan Manajemen, 1(2).

Kirgiz, A.C. (2016). Green Marketing: A Case Study of the Sub-Industry in. Turkey.

Kotler dan Keller. (2012), Manajemen Pemasaran, Edisi 12. Jakarta : Erlangga.

Kotler, P., & Keller, K. L. (2016). Marketing Management. 15th Edition. Harlow : Pearson. Education Limited.

Kotler, P. dan Keller, K.L. 2018. Marketing Management. Edisi ke-15. England: Pearson Education Limited

Lesmana, 2017, Analisis Kemampuan Metodologi Penelitian Mahasiswa Ditinjau Dari Kualitas Penulisan Skripsi, Jurnal Manajemen Pendidikan Dasar, Menengah dan Tinggi (JMP-DMT), 4(2).

Malian (2021) Analisis Pengaruh Kualitas Produk, Citra Perusahaan Dan Kepercayaan Konsumen Terhadap Keputusan Konsumen Produk On Line, POINT, Jurnal Ekonomi dan Manajemen, Vol. 3, No. 2, Des 2021

Mamahit, P. (2015). Pengaruh Brand Image, Brand Trust, Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota All New Yaris Pada Pt. Hasjrat Abadi Manado.Jurnal Berkala Ilmiah Efisiensi, 15(5).

Marlius, D. (2017) ‘Keputusan pembelian berdasarkan faktor psikologis dan bauran pemasaran pada PT. Intercom Mobilindo Padang’, Jurnal pundi, 1(1).

Nasution, L.N.I.S., Salqaura, S.A.., dan Hasman,H.C.P., (2023) Pengaruh Green Product Dan Green Promotion Terhadap Keputusan Pembelian Tupperware Pada Masyarakat Di Kecamatan Tapian Dolok, Management Studies and Entrepreneurship Journal, Vol 4(5) 2023 : 7487-7501

Novita, C.S., (2024), Pengaruh Green Product Dan Green Promotion Terhadap Keputusan Pembelian Produk Tupperware (Studi Kasus Pada Konsumen), Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Medan Area.

Ottman, J.A., et al. (2011). Green Marketing Myopia: Ways to Improve Consumer. Appeal for Environmentally Preferable Products. Environment. 48 (5): 22-. 36

Putra (2024) Pengaruh Citra Perusahaan Dan Harga Terhadap Proses Keputusan Pembelian Distro Vearstbandung (Survei Pada Pengunjung Distro Vearst di Kota Bandung), Skripsi(S1) thesis, Universitas Pasundan Bandung.

Putra, I. S., & Suryani, A. (2015). Peran Green Trust Dalam Memediasi Green Perceived Value Terhadap Green Purchase Behavior Pada Produk Organik. E-Jurnal Manajemen Unud, 3015 – 3036.

radarbali.jawapos.com, 2019

radarbali.jawapos.com, 2020

Rasyi dan Lestari (2023), dengan judul Harga, Kualitas Pelayanan, Dan Citra Perusahaan Dalam Memilih Jasa Perjalanan Wisata. Journal of Economics and Business UBS, Vol. 12 No. 4 Juli-Agustus 2023

Rossiter, J.R dan Larry, P.,. 1992. A Model of Brand Awareness and Brand. Attitude Advertising Strategies. Psychology and Marketing, 9(4): pp: 26

Rosyada, F.A., dan Dwijayanti, R., (2023), Tujuan riset ini adalah untuk mengenali apakah ada pengaruh green marketing serta green product terhadap keputusan konsumen membeli produk Sukin, Jurnal Pendidikan Tata Niaga (JPTN), Volume 11 No 3 Tahun 2023

Sangadji, E.M., dan Sopiah. 2013. Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. Yogyakarta: CV. Andi

Yanto, R.T.Y., dan Anggraini, S.D., (2023) Pengaruh Citra Perusahaan Dan Citra Produk Terhadap Keputusan Pembelian Jasa Paket Pos Kilat Khusus Pt Pos Indonesia (Persero), Jurnal Bisnis dan Pemasaran, Volume 13, Nomor 1, Maret 2023