Pengaruh Green Marketing dan Environmental Awareness terhadap Keputusan Pembelian dengan Sikap Sebagai Variabel Mediasi (Studi pada Konsumen Mie Instan Lemonilo di Kota Kalianda): Penelitian

Putri Wijayanti; Herwanto

doi:10.31004/jerkin.v4i1.2015

Authors

Putri Wijayanti Universitas Muhammadiyah Kalianda
Herwanto Universitas Muhammadiyah Kalianda

DOI:

https://doi.org/10.31004/jerkin.v4i1.2015

Keywords:

Green Marketing, Environmental Awareness, Attitude, Purchasing Decision, Lemonilo

Abstract

This study aims to analyze the influence of Green Marketing and Environmental Awareness on Purchasing Decisions, with Attitude as a mediating variable on Lemonilo Instant Noodle consumers in Kalianda City. This study uses a quantitative approach with a survey method, where data were collected through an online questionnaire using a purposive sampling technique on 120 respondents. Data analysis was carried out using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method through the SmartPLS 4 application. The results showed that Green Marketing had a positive and significant effect on Purchasing Decisions (coefficient = 0.381; T-statistic = 4.312; P-value = 0.000), as well as Environmental Awareness (coefficient = 0.351; T-statistic = 3.909; P-value = 0.000). Green Marketing and Environmental Awareness also had a positive effect on Attitude, with Environmental Awareness showing a stronger influence. Attitude is proven to have a positive influence on Purchasing Decisions (coefficient = 0.248; T-statistic = 2.592; P-value = 0.010). Attitude significantly mediates the influence of Environmental Awareness on Purchasing Decisions (coefficient = 0.119; T-statistic = 2.205; P-value = 0.028), but is not significant on the influence of Green Marketing on Purchasing Decisions (coefficient = 0.065; T-statistic = 1.616; P-value = 0.106).

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