Pengaruh Ecological Marketing Instruments terhadap Keputusan Pembelian pada Produk Garnier

Abstract

This study aims to determine the impact of ecological marketing instruments partially or simultaneously on purchasing decisions for Garnier product in Indonesia. The research method used in this study is a quantitative method with an incindental sampling technique of sampling. The sample in this study found 332 people. Data was collected using a Likert scale consisting of a purchasing decision scale and an ecological marketing scale. The data analysis method used is multiple linear regression. The results of this study indicate that (1) eco-label has a positive impact on purchasing decisions for Garnier product in Indonesia (t = 2.085 ; p = 0.037) ; (2) eco-brand has a positive impact on purchasing decisions for Garnier product in Indonesia (t = 3.677 ; p = 0.00) ; (3) eco-packaging has no impact on purchasing decisions for Garnier product in Indonesia (t = 0.306 ; p = 0.760) ; (4) environmental advertisement has no impact on purchasing decisions for Garnier product in Indonesia (t = 1.205 ; p = 0.029) ; (5) All ecological marketing instruments variable have a positive effect on purchasing decisions for Garnier product in Indonesia (F = 23.05 ; p = 0.00). This shows that the more effective ecological marketing instruments in providing awareness / trust / information / knowledge to consumers, the more subjects will decide to buy Garnier products.