Pemasaran Hijau Dan Keputusan Pembelian Konsumen Studi Pada Iklan Teh Kotak Dan Teh Botol
Keywords:
pesan lingkungan, green marketing
Abstract
This study aimed to analyze the effect of ads with environmental messages and advertisement without an environmental message to the consumer buying decisions. The data used in this research is primary data obtained from the questionnaire. The total sample of 50 respondents using sampling method. Analysis technique is a method of Chi Square analysis, and hypothesis testing using descriptive analysis to determine range.The results showed that the variables ads with environmental messages and no significant positive effect on consumer buying decisions. Variable ads without environmental message and no significant positive effect on consumer buying decisions. And variables that have a dominant influence on consumer buying decisions are advertising with an environmental message.
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Bhuono, Agung Nugroho. 2005. Stretegi Jitu Memilih Metode Statistika Penelitian dengan SPSS.Yogyakarta: Penerbit Andi.
Byrne, Michel. 2003. Understanding Consumer Preference Across Enviromental Marketing Mix Variations. OIKOS University of Newcastle.
Cary.J, Bhaskaran&Polonsky. 2004. Green Marketing and AMS: Assessing potential Consumer Influence on EMS Development.Australian Government Rural Industries Research and Development Corporation. December 2004.
Charter, M. 1992. Greener Marketing: a Responsible Approach to Bussiness. Greenleaf: Sheffield.
Dyah Ayu Anisha Pradipta. 2012. Pengaruh Citra Merek (Brand Image) terhadap Loyalitas Konsumen Produk Oli Pelumas PT Pertamina (Persero) Enduro 4T di Makassar. Makassar: Fakultas Ekonomi dan Bisnis Universitas Hasanuddin.
Gunadi. 2001. Ketentuan Perhitungan dan Pelunasan Pajak Penghasilan. Jakarta: Penerbit Salemba Empat.
Haryadi, Rudi. 2009. Pengaruh Green Marketing Terhadap Pilihan Konsumen Melalui Pendekatan Marketing Mix (Studi Kasus Pada The Body Shop Jakarta). Tesis. Program Studi Magister Management-Program Pascasarjana Universitas Diponegoro.
Kasali, Rhenald. 2001. Membidik Pasar Indonesia: Segmentasi, Targetting, dan Positioning. Jakarta: Gramedia Pustaka Utama.
Kotler, Philip, 2000. Manajemen Pemasaran, Analisis Perencanaan. Pengendalian, Prentice Hall, Edisi Bahasa Indonesia, Jakarta: Salemba Empat
Kotler, Philip. 2005. Manajemen Pemasaran, Alih bahasa Benjamin Mola. Jakarta: PT. Indeks Kelompok Gramedia.
Kotler, Philip &Amstrong, Gary. 2001. Principle of Marketing (9th Ed.). New Jersey: Prentice Hall Inc.
Lozada, H.R. 2002. Ecological Sustainability and Marketing Strategy: Review and Implication. Seton Hall University.
Octoviani, Aniza. 2011. Pengaruh Strategi Green Marketing Terhadap Loyalitas Pelanggan The Body Shop Dikalangan Mahasiswa. Tesis. Program Pasca Sarjana Ilmu Administrasi Kekhususan Administrasi Bisnis International Universitas Indonesia.
Ottman, Jacquelyn A. 1993. Green Marketing: Challenger and Opportunities for the New Marketing Age (1st Ed.). NTC Business Books.
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 Publication, 2006.
Peattie, Ken. 1992. Green Marketing (1st Ed.) UK: Longman Group. Queensland Government. 2002. Green Marketing-The Competitive Advantage of Sustainability. www.epa.qld.gov.au/sustainable_industries
Rader, Nancy. 1998. Fundamental Requirement for an Effective Green Market. American Wind Energy Association.
Schiffman, Leon G. &Kanuk, Leslie Lazar. 2004. Perilaku Konsumen (Zoelkifli Kasip, Penerjemah Edisi Ketujuh). Jakarta: Indeks.
Sugiyono. 2010. Metode Penelitian Bisnis. Bandung: Alfabeta
Stanton, Wiliam, 1997. Fundamental of Marketing, Tokyo: Mc.Graw-Hill Book.
Sutisna. 2002. Perilaku Konsumen dan Komunikasi Pemasaran. Bandung: PT. Remaja Rosdakarya.
Swastha, Basu. 2002. Manajemen Pemasaran. Edisi Kedua. Cetakan Kedelapan. Jakarta: Penerbit Liberty.
Tim Gemini Writer, 2008, 101++ Ide Jitu Peluang Usaha, Cetakan Kesatu, Depok: Penerbit Mebook.
Tjiptono, Fandy. 2006. Strategi Pemasaran, Edisi Ketiga. Penerbit Andi. Yogyakarta.
Wahyono, Teguh. 2006. Analisis Data Statistik Dengan SPSS 14. Jakarta: PT. Elex Media Komputindo.
Wibowo, Buddi. 2002. Green Consumerism dan Green Marketing: Perkembangan Perilaku Konsumen dan Pendekatan Pemasaran Usahawan. No. 6 Th XXXI Juni, pp: 12-15.
