Pengaruh Green Marketing, Pengetahuan, Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian

https://doi.org/10.35912/jbpd.v1i2.1941
Published: Mar 20, 2023

Abstract:

Purpose: Analyzing the influence of green marketing, product knowledge and innovation on buying interest and purchasing decisions.

Methodology: Research location at Indomaret in Jati District, Kudus Regency, explanatory research, AMOS SEM data analysis 24, 5 variables, 32 indicators observed by questionnaire, 160 respondents, accidental sampling technique.

Results: Green marketing has a positive effect on purchasing decisions. Product knowledge has a positive effect on purchasing decisions. Product innovation has a positive effect on purchasing decisions. Green marketing has a positive effect on purchase intention. Product knowledge has a positive effect on interest in buying products. Product innovation has a positive effect on purchase intention. Buying interest has a positive effect on purchasing decisions. Green marketing has a positive effect on purchasing decisions through buying interest. Product knowledge has a positive effect on purchasing decisions through purchase intention. Product innovation has a positive effect on purchasing decisions through buying interest.

Limitations: Research only with three exponential variables, two endogenous variables, buying interest as an intervening variable. And only in Indomaret in Jati District, Kudus Regency.

Contribution: The research results strengthen the Theory of Planned Behavior (TPB), strengthen the results of previous research. This is a new finding, namely that there is a positive influence between product innovation and purchasing decisions through buying interest. Regarding green marketing, it is hoped that there will be an increase/addition of Indomaret AMDK products that are healthy, quality, and environmentally friendly.

Keywords:
1. Green Marketing
2. Product Knowledge
3. Product Innovation
4. Purchase Intention
5. Purchase Decision
Authors:
1 . Moh Ali Khomsin
2 . Mochamad Edris
3 . Joko Utomo
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How to Cite
Khomsin, M. A. ., Edris, M., & Utomo, J. (2023). Pengaruh Green Marketing, Pengetahuan, Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian . Jurnal Bisnis Dan Pemasaran Digital, 1(2), 107–124. https://doi.org/10.35912/jbpd.v1i2.1941
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Vol. 1 No. 2 (2022): Januari
Articles
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