PENGARUH KESADARAN LINGKUNGAN DAN IKLAN HIJAU TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAU
DOI:
https://doi.org/10.59827/jie.v2i1.40Keywords:
Kesadaran Lingkungan, Iklan Hijau, Keputusan Pembelian, Produk HijauAbstract
Kondisi bumi yang semakin mengkhawatirkan menuntut manusia untuk sadar terhadap kerusakan lingkungan yang salah satu upayanya adalah dengan membeli produk hijau. Penelitian ini akan menguji pengaruh kesadaran lingkungan dan iklan hijau terhadap keputusan pembelian air mineral kemasan berekolabel. Populasi penelitian berjumlah 679 yang merupakan mahasiswa Pendidikan Ekonomi dari universitas negeri di Jawa Tengah. Diperoleh sampel berdasarkan rumus Slovin 252 mahasiswa. Penelitian menggunakan teori keputusan pembelian konsumen. Uji validitas dan reliabilitas digunakan untuk menguji intrumen penelitian berbantuan SPSS 25 yang dilanjutkan empat uji prasyarat analisis. Regresi linear berganda digunakan untuk menganalisis pengaruh lebih dari dua variabel indpenden. Diperoleh hasil bahwa kesadaran lingkungan (0,000) dan iklan hijau (0,000) berpengaruh positif dan signifikan terhadap keputusan pembelian air mineral kemasan berekolabel denga besarnya pengaruh adalah 48%. Hasil penelitian menunjukkan pentingnya kesadaran lingkungan dan iklan hijau untuk mendorong mahasiswa membuat keputusan membeli produk hijau.
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