Pengaruh green marketing dan citra merek terhadap keputusan pembelian produk Mcdonald’s di Jakarta Utara
Article Sidebar
Main Article Content
Abstract
Global warming increases the awareness of the Indonesian people about the importance
of efforts to preserve the environment. One of the forms is the change in the lifestyle of the
Indonesian people to start using ecofriendly products. One of the company that is
aggressively implementing the concept of Green marketing is McDonald's Corporation.
Moreover, in implementing green marketing, McDonald's Corporation also continuously
to strive to improve a positive brand image and compete in the market to win the hearts
of consumers so that it can influence consumer purchasing decisions. This study aims
to analyze the effect of green marketing and brand image on the purchasing decisions of
McDonald's products in North Jakarta.This study uses a quantitative method with the
object of research being McDonald's restaurants located in North Jakarta. Data was
collected through the distribution of online questionnaires via Google Form. The data
analysis techniques used in this study include validity test, reliability test, descriptive
analysis, classical assumption test and multiple regression analysis, individual parameter
significant test (t test), and coefficient of determination (R2). All data were processed using
the IBM SPSS Statistics 20 program. This study concluded that green marketing and brand
image have a positive and significant effects on purchasing decisions for McDonald's
products in North Jakarta. The suggestions given are to maintaining and increasing the
application of the green marketing concept and carrying out Corporate Social
Responsibility (CSR) to build a positive brand image.
Article Details
References
Agustina, Eka, 2017, Skripsi: Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Keputusan
Pembelian One Push Vape di Kecamatan Kertosono (Studi Kasus pada Damai Swalayan
Kertosono), Universitas Nusantara PGRI Kediri. Amilia, Suri dan M. Oloan Asmara, 2017,
Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone
Merek Xiaomi di Kota Langsa, Jurnal Manajemen dan Keuangan Unsam, Vol. 6, No. 1, pp. 660-
, diakses pada 18 Februari 2022.
Badan Meteorologi dan Geofisika, 2021, Anomali dan Suhu Udara Rata-Rata Tahunan (89 Stasiun
Pengamatan), Badan Meteorologi dan Geofisika https://www.bmkg.go.id/iklim/?p=ekstremperubahan-iklim, diakses pada 15 Februari 2022.
Boone, Louis E. dan David L. Kurtz, 2006, Pengantar Bisnis Kontemporer, Edisi 11, Jakarta: Salemba
Empat.
Cooper, D.R. dan P.S Schindler, 2017, Metode Penelitian Bisnis, Jakarta: Salemba Empat.
Firmansyah, Anang M., 2019, Pemasaran Produk dan Merek, Surabaya: Qiara Media.
Ghozali, Imam, 2018, Aplikasi Analisis Multivariete dengan Program IBM SPSS 25, Edisi 9, Semarang:
Badan Penerbit Universitas Diponegoro.
Gifani, Auliannisa dan Syahputra, 2017, Pengaruh Citra Merek terhadap Keputusan Pembelian Produk
Smartphone Oppo pada Mahasiswa Universitas Telkom, Jurnal Bisnis dan Iptek, Vol. 10, No. 2,
pp. 81-94, diakses pada 19 Februari 2022.
Govender, Jeevarathnam, 2016, The Influence of Green Marketing on Consumer Purchase Behavior,
Environmental Economic Journal, Vol. 2, Issue 2, pp. 77- 85, diakses pada 16 Februari 2022.
Indrasari, Meithiana, 2019, Pemasaran dan Kepuasan Pelanggan, Surabaya: Unitomo Press.
Istantia, Sukma, 2016, ‘Pengaruh Green Marketing terhadap Citra Merek dan Keputusan Pembelian
(Survei Pada Pengguna Produk Ramah Lingkungan Lampu Philips LED di Perum Kepanjen
Permai 1, Rw 4, Desa Talangagung, Kec. Kepanjen, Malang, Jawa Timur)’ Jurnal Administrasi
Bisnis, Vol. 32, No. 1, pp. 174-181, diakses pada 18 Februari 2022.
Kotler, Philip dan Gary Amstrong, 2018, Principle of Marketing, 17th Global Edition, New York:
Pearson Education Limited.
Kotler, Philip dan Kevin Lane Keller, 2016, Marketing Management, 15th Edition, New York: Pearson
Education Limited.
Rahayu, Luh M.P. dkk, 2017, ‘Pengaruh Green Marketing terhadap Keputusan Pembelian Konsumen
(Survei pada Konsumen The Body Shop Di Indonesia dan di Malaysia), Jurnal Administrasi
Bisnis, Vol. 43, No. 1, pp. 121-131, diakses pada 15 Februari 2022.
National Centres of Environmental Information, 2021, Global Land and Ocean, December
Temperature Anomalies, National Centres of Environmental Information
https://www.ncdc.noaa.gov/sotc/global/202112, diakses pada 15 Februari-2022.
Nikmah, Farika dkk, 2018, ‘Pengaruh Green Marketing terhadap Keputusan Pembelian Produk
Tupperware’ Jurnal Khazanah Ilmu Berazam, Vol. 1, No. 2, pp. 1-6, diakses pada 16 Februari
Ritonga, Lalian Aprina, 2021, Skripsi: Pengaruh Green Marketing dan Country of Origin terhadap
Minat Beli Ulang Produk Innisfree di Sun Plaza Medan, Universitas Sumatera Utara, Medan.
Sekaran, Uma dan Roger Bougie, 2017, Metode Penelitian untuk Bisnis: Pendekatan PengembanganKeahlian, Edisi 6, Buku 1, Jakarta: Salemba Empat.
Sugiyono, 2019, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Bandung: Alfabetta.
Susanti, dkk, 2021, ‘Ketersediaan dan Keragaman Produk terhadap Keputusan Pembelian pada PT.
Sumber Perintis Jaya Dolok Masihul’, Jurnal Bisnis Mahasiswa, Vol 1, No. 2, pp. 169-178,
diakses pada 17 Februari 2022.
Triandewo, Maris Agung dan Yustine, 2019, Pengaruh Kualitas Layanan, Citra Perusahaan dan
Kepercayaan Pada Loyalitas Konsumen, Jurnal Bisnis dan Akuntansi, Vol. 22, No. 1, pp. 13-24,
diakses pada 20 Februari 2022.
Yulianti, Ni Made Dhian R., 2020, ‘Pengaruh Brand Image, Green Marketing Strategy, dan Emotional
Desire terhadap Keputusan Pembelian Produk Mcdonald’s’, Jurnal Ilmiah Manajemen dan
Bisnis, Vol. 5, No.1, pp. 69-78, diakses pada 17 Februari 2022.
Zainurossalamia, Saida, 2020, Manajemen Pemasaran: Teori dan Strategi, Lombok Tengah: Forum
Pemud