Green Marketing Communication Strategy on Le Minerale Product Purchasing Decision

I Dewa Ayu Paramitha Aprilianty; Aditya Manggala RS; Ni Luh Putu Erma Mertaningrum; I Wayan Sugiartana

Authors

I Dewa Ayu Paramitha Aprilianty Sekolah Tinggi Ilmu Sosial dan Ilmu Politik Wira Bhakti
Aditya Manggala RS Sekolah Tinggi Ilmu Sosial dan Ilmu Politk Wira Bhakti
Ni Luh Putu Erma Mertaningrum Sekolah Tinggi Ilmu Sosial Dan Ilmu Politk Wira Bhakti
I Wayan Sugiartana Sekolah Tinggi Ilmu Sosial dan Ilmu Politik Wira Bhakti

Keywords:

Green Marketing Communication, Generation Z, Purchase Decisions

Abstract

This research examines the influence of sustainable marketing communications or green marketing communications on Generation Z's purchasing decisions for Le Minerale bottled drinking water products in Denpasar City. This research employed a quantitative methodology, gathering data through questionnaires distributed to 60 Generation Z individuals who consume Le Minerale. The study utilized a purposive sampling method, categorized under non-probability sampling methods. With the aid of SmartPLS software, the data was examined using the Partial Least Square (PLS) method. The data analysis results indicate that the p-value for hypothesis testing with path coefficients is 0.000, or less than 0.05. Therefore, if the p-value is less than 0.05, it suggests a direct relationship between the variables under analysis, in accordance with the guidelines for hypothesis testing using path coefficients. With a p-value of 0.000 and an effect size of 0.780, the t statistic in this investigation was reported at 22,000. Since the p-value is less than 0.05 and the t statistic is much higher than the 2.00 cutoff, it is possible to accept H1 and reject H0. The findings reveal that eco-friendly marketing communication significantly and positively influences purchasing decisions. Generation Z, who have high environmental awareness, tend to be more supportive of brands that actively communicate sustainable practices and transparency in their products.

Downloads

Download data is not yet available.

References

Azizah, N., Carolina, P. S., & Alfaizi, M. R. (2020). Pengaruh Penentuan Strategi Komunikasi Pemasaran Terhadap Minat Beli Masyarakat Pada Produk Lokal. Jurnal Ilmiah Komunikasi Makna, 8(2), 87. https://doi.org/10.30659/jikm.v8i2.11263

Correia, E., Sousa, S., Viseu, C., & Larguinho, M. (2023). Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour. International Journal of Environmental Research and Public Health, 20(2), 1356. https://doi.org/10.3390/ijerph20021356

Firdaus, D. A. A., Febriansah, R. E., & Pebrianggara, A. (2020). The Influence of Green Promotion, Product Innovation and Brand Image on Le Minerale Product Purchase Decisions . Journal of Economic and Economic Policy, 2(1), 1–16. https://doi.org/https://doi.org/10.21070/ups.6858

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.

Hasanah, A. S., Hindrayani, A., & Noviani, L. (2023). Pengaruh Kesadaran Lingkungan Dan Iklan Hijau Terhadap Keputusan Pembelian Produk Hijau. Jurnal Ilmu Ekonomi (JIE), 02(1), 1–13. https://doi.org/https://doi.org/10.59827/jie.v2i1.40

Islam, D. (2018). Tinjauan Penerapan Konsep Green Marketing Dalam Pelestarian Lingkungan. Jurnal Pamator: Jurnal Ilmiah Universitas Trunojoyo, 11(1), 10–18. https://doi.org/https://doi.org/10.21107/pamator.v11i1.4436

Lopes, P. R., Rosário, A. T., & Rosário, F. S. (2024). Sustainable Brand Advertising—The Green Advertising for Generation Z, a Qualitative LRSB Analyze. Platforms, 2(2), 84–100. https://doi.org/10.3390/platforms2020006

Pertiwi, B. A. S., & Sulistyowati, R. (2021). Pengaruh Strategi Green Marketing Dan Social Media Marketing Terhadap Keputusan Pembelian Kaos Lokal Kerjodalu. Jurnal Pendidikan Tata Niaga (JPTN) , 9(3), 1376–1383. https://doi.org/https://doi.org/10.26740/jptn.v9n3.p1376-1382

Pramesti, A. P., & Harsoyo, T. D. (2024). Pengaruh Environmental Knowledge, Word Of Mouth, Dan Green Marketing Terhadap Minat Beli Konsumen Pada Produk Starbucks. Jurnal Ekobis Dewantara, 7(3), 943–959. https://doi.org/10.30738/ed_en.v7i3.4243

Puspa Dewi, N. M. A., & Rahyuda, K. (2018). Pengaruh Alat Pemasaran Hijau Terhadap Perilaku Pembelian Konsumen. E-Jurnal Manajemen Universitas Udayana, 7(4), 2164. https://doi.org/10.24843/EJMUNUD.2018.v07.i04.p16

Sari, I. P., Ifdil, I., & Yendi, F. M. (2020). Konsep Nomophobia pada Remaja Generasi Z. JRTI (Jurnal Riset Tindakan Indonesia), 5(1), 21. https://doi.org/10.29210/3003414000

Sugiyono. (2024). Metode Penelitian Kuantitatif (3rd ed.). Bandung: Afabeta.

Taali, M., & Maduwinarti, A. (2024). Green Marketing . PT. Sonpedia Publishing Indonesia.

Ulya, S. N., & Aqmala, D. (2024). Pengaruh Green product, Green Price dan Green Brand Image Terhadap Keputusan Pembelian Produk Galon Le Minerale. Jurnal EMT KITA, 8(1), 409–420. https://doi.org/10.35870/emt.v8i1.2146

Yulianti, N. M. D. R. (2020). Pengaruh Brand Image, Green Marketing Strategy, Dan Emotional Desire Terhadap Keputusan Pembelian Produk Mcdonald’s. Jurnal Ilmiah Manajemen Dan Bisnis , 5(1), 69–79. https://doi.org/https://dx.doi.org/10.38043/jimb.v5i1.2410