PERAN GREEN BRAND KNOWLEDGE DAN GREEN MARKETING COMMUNICATION PADA MINAT BELI PRODUK RAMAH LINGKUNGAN: STUDI PADA MAHASISWA MUSLIM DI SURAKARTA

Nieldya Nofandrilla

doi:10.52423/jikuho.v10i1.1513

Authors

Nieldya Nofandrilla Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.52423/jikuho.v10i1.1513

Keywords:

Komunikasi Pemasaran Lingkungan, Merek, Minat Beli, Ramah Lingkungan

Abstract

Penelitian terkait determinan green purchase intention telah banyak dilakukan di berbagai negara dengan berbagai macam tipe responden. Akan tetapi, penelitian terkait determinan green purchase intention di Indonesia dengan fokus responden mahasiswa Muslim masih jarang dilakukan. Islam mengajarkan kepada pemeluknya untuk melindungi lingkungan, bumi seisinya dan ciptaan Allah SWT. Ajaran Islam ini kami duga mempengaruhi perilaku mahasiswa Muslim dalam membeli produk. Penelitian ini bertujuan untuk melihat pengaruh green brand knowledge, attitude toward green brand, dan green marketing communications terhadap green purchase intention di kalangan mahasiswa Muslim di Kota Solo. Metode kuantitatif digunakan dalam penelitian ini, dengan perolehan data melalui survey pendistribusian kuesioner secara random kepada mahasiswa Muslim level sarjana di Kota Solo. Sebanyak 270 responden bersedia mengisi kuesioner. Untuk memastikan reliabilitas dan validitas hasil survey, studi ini menggunakan skor Cronbach Alpha. Hasil analisis regresi ordinary least square (OLS) memperlihatkan bahwa green purchase intention dipengaruhi oleh green brand knowledge responden dan atensi responden terhadap green marketing communication dari perusahaan. Implikasi dari penelitian ini adalah: (1) Pemerintah perlu meningkatkan literasi mahasiswa dan masyarakat terkait produk ramah lingkungan melalui kurikulum sekolah dan perguruan tinggi; dan (2) Perusahaan perlu membuat konten iklan, label, dan kemasan produk yang berisi informasi mengenai kepedulian terhadap lingkungan.

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