PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK UNILEVER (STUDI KASUS MASYARAKAT KOTA BANDUNG)

Khaya Widelia, Rennyta Yusiana, Arry Widodo

Sari


Abstract - The tendency of current consumption patterns began to shift in environmentally friendly products. This can be seen from the development of Green Marketing in Indonesia, especially in Bandung. Shifting patterns of life has become the people's choice to meet the needs of a healthy life. Currently the company uses Corporate Social Responsibility strategy to encourage consumers and employees in real action. This research uses descriptive research design and verification with the calculation of linear regression. The population in this study were people in Bandung, with a sample of 400 respondents. The results showed that green marketing is not significantly influence the purchasing decisions of consumers due to lack of knowledge about Unilever products that are environmentally friendly, and Corporate Social Responsibility significantly influence the purchasing decision, because PT. Unilever heavily in informing about Corporate Social Responsibility program that is used to customers or prospective customers.

Keywords: Green Marketing, Corporate Social Responsibility, Purchasing Decision.

Abstrak - Kecenderungan pola konsumsi saat ini mulai beralih pada produk ramah lingkungan. Hal ini terlihat dari perkembangan Green Marketing di Indonesia, khususnya di Kota Bandung. Pergeseran pola hidup ini telah menjadi pilihan masyarakat untuk memenuhi kebutuhan hidup sehat. Saat ini perusahaan menggunakan strategi Corporate Social Responsibility untuk mengajak konsumen dan karyawan perusahaan dalam aksi nyata. Penelitian ini menggunakan desain riset deskriptif dan verifikatif, dengan perhitungan regresi linier berganda. Populasi dalam penelitian ini adalah masyarakat Kota Bandung dengan sampel sebanyak 400 responden. Hasil penelitian menunjukkan bahwa green marketing tidak berpengaruh signifikan terhadap keputusan pembelian yang disebabkan kurangnya pengetahuan konsumen tentang produk Unilever yang ramah lingkungan, dan Corporate Social Responsibility berpengaruh signifikan terhadap keputusan pembelian, dikarenakan PT. Unilever gencar dalam menginformasikan tentang program Corporate Social Responsibility yang digunakan kepada konsumen atau calon konsumennya.

Kata kunci: Green Marketing, Corporate Social Responsibility, Keputusan Pembelian.


Teks Lengkap:

PDF

Referensi


Bukhari, Syeda Shazia. (2011). Green Marketing and its impact on consumer behavior Journal of Business and Management. 3(4),375.

Kotler, Philip and G. Armstrong. 2012. Principles of Marketing. 14th ed. New Jersey: Prentice Hall.

Kotler, Phillip dan Keller, Kelvin Lane. (2012). Marketing Management. Edisi 14. Global Edition. Pearson Prentice Hall.

Kotler, Phillip dan Keller, Kelvin Lane. (2013). Marketing Management. Global Edition. Pearson Prentice Hall.

Mulyatiningsih, Endang (2012). Metode Penelitian Terapan Bidang Pendidikan. Bandung. Alfabeta.

Ottman, J.A. Stafford E.& R. Hartman. C.L. 2006 Green Marketing Myopia : Ways to Improve Consumer Appeal for

Environmentally Preferable Products. Environment Volume 48, Number 5 pp 22-36 Heldref Publications, 2006.

Ottman, Jacquelyn A. 2011. The New Rules of Green Marketing Strategies, Tools, and Inspiration for Sustainable Branding. UK: Greenleaf Publishing.

Poerwanto. (2010). Corporate Social Responsibility, Menjinakkan Gejola Sosial di Era “Pornografi”. Yogyakarta. Pusaka Pelajar.

Sarjono, Haryadi dan Winda Julianita. (2011). SPSS vs LISREL. Jakarta. Selemba Empat.

Shabani, Nazanin., Mahboobeh Ashoori, Moh. Taghinejad, Hamed Beyrami, and Marjan N. Fekri. 2013. The Study of Green Consumers’ Characteristics and Available Green Sectors in The Market. International Research Journal of Applied and Basic Science. Science Explorer Publication, 4(7): 1880-1883.

Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Sugiyono. (2013). Metode Penelitian Manajemen. Bandung: ALFABETA.

Sugiyono.(2010). Metode Penelitian Bisnis. Bandung: Alfabeta.

Sugiyono.(2012). Metode Penelitian Pendidikan. Bandung: CV Alfabeta.

Zikmund, William G. (2010). Business Research Methods. Australia: South-Western Cengage Learning.

Website

www.bps.go.id

www.menlh.go.id




DOI: https://doi.org/10.31294/jeco.v3i2.52



ISSN: 2549-8932

 dipublikasikan oleh LPPM Universitas Bina Sarana Informatika Jakarta

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License