THE INFLUENCE OF GREEN PRODUCT, GREEN MARKETING, AND
BRAND IMAGE ON CONSUMER PURCHASING DECISIONS OF BOTTLED WATER
Abdurrazak Alfan1, Ignatius Agus Suryono2,
Sudaryatie3
Faculty
of Economics, University of Pembangunan Nasional “Veteran” Yogyakarta, Yogyakarta,
Indonesia
141190085@student.upnyk.ac.id1,
agus.suryono@upnyk.ac.id*2,
sudaryati@upnyk.ac.id3
Abstract
As time
progresses, accompanied by the rapid advancement of technology, the awareness
and concern of society regarding the importance of preserving the environment
has increased. The environmental awareness movement, promoted by both the
government and initiatives from society, has begun to be campaigned throughout
Indonesia. Business actors as producers who generate various types of waste
that have the potential to disrupt environmental
sustainability now need to implement the concepts of sustainability and
eco-friendliness. Changes in the lifestyle of society, which currently tends to
be practical and instant, have resulted in the emergence of various products
that support these desires. The bottled water industry in Indonesia has
experienced growth and development from year to year. Looking at the various
phenomena above, many companies have gradually shifted to using environmentally
friendly raw materials for their products. The study was conducted through a
survey using a questionnaire as a data collection tool. The population and
sample in this study are 128 consumer students from FEB UPN "Veteran"
Yogyakarta, using primary data with the purposive sampling method. The criteria
for respondents in this study are consumers who are active students of FEB UPN
"Veteran" Yogyakarta, considering purchasing bottled water,
considering green products when purchasing bottled water products, considering
green marketing when purchasing bottled water products, and considering the
brand image of bottled water when making a purchase decision. The data analysis
technique used is the multiple linear regression technique. The results show
that: 1) the Green Product, Green Marketing, and Brand Image together have a
significant influence on purchase decisions, 2) the Green Product has a
positive and significant influence on purchase decisions, 3) Green Marketing
has a positive and significant influence on purchase decisions, 4) Brand Image
has a positive and significant influence on purchase decisions.
Keywords: green product,
green marketing, brand image, purchase decision.
Pendahuluan
Along with the development of time, along with the rapid
advancement of technology, public awareness and concern about the importance of
preserving the environment have increased. Nowadays, people understand and are
aware of the impacts that will arise if the sustainability of the environment
is not well-preserved. Waste, especially plastic waste, is a problem that
receives the greatest attention from the public. The increasing amount of
plastic waste is difficult to recycle. Based on data released by the Ministry
of Environment and Forestry in 2021, the total national waste reached 68.5
million tons. Of this, 17 percent, or around 11.6 million tons, was contributed
by plastic waste (cnnindonesia.com,
2022). With these facts, it is not
surprising that the environmental conditions in Indonesia are threatened.
Environmental awareness campaigns that are promoted by both the government and
initiatives from the community are starting to be intensified throughout
Indonesia. Business actors, as producers who generate various types of waste
that have the potential to disrupt environmental sustainability, now need to
implement sustainability and eco-friendly concepts. Changes in people's
lifestyles that tend to be practical and instant have resulted in the emergence
of various products that support these desires. The bottled drinking water
industry in Indonesia has experienced growth and development from year to year.
Considering the various phenomena above, now many companies have gradually
switched to using environmentally friendly raw materials for their products.
Bottled water is a bottled drinking water company that has implemented green
product and green marketing.
However, in reality, the problem is the increasing amount of
bottled drinking water waste that is affecting the environment and causing
negative climate change. This waste increase shows that consumers in making
purchasing decisions for bottled drinking water products still lack
consideration and information regarding the environmental impact of the
products. This issue is supported by the initial observations of the researcher.
Based on the initial observation of 35 respondents who were going to make a
purchasing decision for bottled drinking water, it was found that 77.1% of the
respondents did not consider environmentally friendly products as a buying
decision factor. Furthermore, the results showed that 80% of the respondents
did not choose bottled drinking water because it was marketed with the concept
of environmental conservation (green marketing). These results indicate that
the implementation of bottled water's green product and green marketing
strategies still has a limited impact on reducing plastic waste in Indonesia.
This research aims to determine the influence of the Green Product, Green
Marketing, and Brand Image on Purchase Decisions.
Kotler
& Amstrong (2008) stated that purchase decision is buying the most
preferred brand. According to Peter
& Olson (2013) purchase decision is a process undertaken to combine
consumer-acquired knowledge as consideration to choose between two or more
alternatives so that one product can be decided upon. Kotler
& Keller (2009) several stages in purchase decision-making are
explained: Problem Recognition, Information
Search, Alternative Evaluation, Purchase Decision, Post-Purchase Behavior
Peattie
(1995) states that Green Products are
products or services that have significant environmental considerations
compared to other conventional products that compete in the market. The
understanding of environmentally conscious products means a long process of
"green activities" before finally producing green products. According
to Rath
(2013), green products are industrial
products that use environmentally friendly technologies in their production process,
thus avoiding harmful impacts on the environment.
Criteria for green products or environmentally friendly
products according to D’Souza
et al. (2006) are as follows: Product perception. Green products
are perceived as products that are not hazardous when used by humans, animals,
and the environment; Packaging. Green product packaging uses specific elements
and can demonstrate its environmental concern to consumers; Composition of
content. The use of recycled materials can justify usage within certain limits,
and claims of overall usage at lower levels can minimize damage to the environment.
According to Grundey
& Zaharia (2008) green marketing is any planned activity to facilitate
change with the aim of satisfying human needs or desires, while minimizing
impact on the natural environment. Lozada
(2000) defines green marketing as the
application of a marketing tool to facilitate change that provides
organizational satisfaction and individual goals in maintaining, protecting,
and conserving the physical environment.
According to McDaniel
& Rylander (1993) green marketing is one of the key elements in
achieving strategic business success in the future. The phenomenon of
increasing environmental awareness should make companies that want to become
environmental market leaders not only respond but also become leaders in
environmental programs. Green marketing must have two targets: improving
environmental quality and consumer satisfaction. The benefits of implementing
green marketing strategies in a company's marketing activities are developing a
new environmentally related product, accessing new market segments, and
increasing company profits (Ottman,
Stafford, & Hartman, 2006).
According to Kotler
& Keller (2009) brand image is a consumer's perception of a company
or its products. The image of a brand can influence the perception and views of
consumers towards the company or its products. According to Kotler
& Keller (2009), brand image must be built through various available
media, and it should be sustainable. The messages conveyed can be illustrated
through symbols, visuals, atmosphere, and events.
This research framework refers to several previous research
journals. Yulfita
Aini & Sulastri (2022) conducted research on the effect of green products on
purchasing decisions for Aqua, which stated that green products have a positive
and significant effect on purchasing decisions for AQUA mineral water. Sugi A
& Khuzaini (2017) studied the effect of green marketing on purchasing
decisions for bottled water, stating that green marketing has a positive and
significant effect on purchasing decisions for bottled drinking water in
Surabaya. Finally, H. Al
Ghozali & Purwanto (2019) researched the effect of brand image on purchasing
decisions for Nestle Pure Life, stating that brand image has a positive effect
on purchasing decisions for Nestle Pure Life drinking water in Semarang City.
Figure 1 – Framework for research
The hypotheses in this study are as follows:
H1: Green Product, Green Marketing, and Brand Image
together have a significant effect on the purchasing decision of bottled water
among students of FEB UPNVYK.
H2: Green Product has a positive and significant
effect on the purchasing decision of bottled water among students of FEB
UPNVYK.
H3: Green Marketing has a positive and significant
effect on the purchasing decision of bottled water among students of FEB
UPNVYK.
H4: Brand Image has a positive and significant effect
on the purchasing decision of bottled water among students of FEB UPNVYK.
Metode
The
study was conducted through a survey using a questionnaire as a data collection
tool. The population and sample in this study are 128 consumer students from
FEB UPN "Veteran" Yogyakarta, using primary data with the purposive
sampling method. The criteria for respondents in this study are consumers who
are active students of FEB UPN "Veteran" Yogyakarta, considering
purchasing bottled water, considering green products when purchasing bottled
water products, considering green marketing when purchasing bottled water products,
and considering the brand image of bottled water bottled water when making a
purchase decision. This research uses a quantitative research method with the
aim of testing a hypothesis that has been formulated (Sugiyono,
2017).
Results and Discussion
The data analysis method used in this
study is multiple linear regression using SPSS 25 as the analysis tool.
Validity Test
Table 1. Results of Validity Test
|
No |
Variable |
Item |
Correlation Coefficient |
r-Table |
Sig. |
Description |
|
|
Green Product |
X1.1 |
0.800 |
0.361 |
0.000 |
Valid |
|
1 |
X1.2 |
0.892 |
0.361 |
0.000 |
Valid |
|
|
|
X1.3 |
0.828 |
0.361 |
0.000 |
Valid |
|
|
|
Green Marketing |
X2.1 |
0.907 |
0.361 |
0.000 |
Valid |
|
2 |
X2.2 |
0.831 |
0.361 |
0.000 |
Valid |
|
|
|
X2.3 |
0.679 |
0.361 |
0.000 |
Valid |
|
|
|
Brand Image |
X3.1 |
0.847 |
0.361 |
0.000 |
Valid |
|
3 |
X3.2 |
0.770 |
0.361 |
0.000 |
Valid |
|
|
|
X3.3 |
0.825 |
0.361 |
0.000 |
Valid |
|
|
|
Purchase Decision |
Y1.1 |
0.879 |
0.361 |
0.000 |
Valid |
|
4 |
Y1.2 |
0.739 |
0.361 |
0.000 |
Valid |
|
|
|
Y1.3 |
0.780 |
0.361 |
0.000 |
Valid |
|
|
|
Y1.4 |
0.628 |
0.361 |
0.000 |
Valid |
|
Source: Primary
data, data processed in 2023 |
Based on the results shown in the
table above, it can be observed that the instrument can be considered valid for
measuring the variables as the calculated r values > r table values for all
variables, and the resulting sig values are < 0.05 for all variables.
Reliability Test
Table 2. Result of Reliability Test
|
No |
Variable |
Coefficient Cronbach Alpha |
Critical Value |
Description |
|
1 |
Green Product |
0.792 |
0.7 |
Reliable |
|
2 |
Green Marketing |
0.738 |
0.7 |
Reliable |
|
3 |
Brand Image |
0.739 |
0.7 |
Reliable |
|
4 |
Purchase Decision |
0.742 |
0.7 |
Reliable |
Source: Primary data, data processed in 2023
Based on the results shown in the table above, it can be concluded that
the Cronbach's alpha coefficient for all variables is > 0.7, indicating that
the data is reliable and suitable for research.
Hypothesis Testing
a.
F-Test
The F statistical analysis aims to show whether all
independent variables included in the model have a significant influence
together on the dependent variable (Imam Ghozali, 2017).
Table 3. Table of F-Test
ANOVA
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
Regression Residual Total |
90.488 184.481 274.969 |
3 124 127 |
30.163 1.488 |
20.274 |
.000b |
|
Source: Primary
data, data processed in 2023 |
Based on the results shown
in the table above, it can be concluded that the obtained F-value is 20.274 and
the probability is 0.000. Since the Sig F-value is < 0.05 (0.000 < 0.05),
Ha is accepted. In other words, green product, green marketing, and brand image
together have a significant effect on the purchasing decisions of bottled water
products among FEB UPNVYK students.
b.
t-Test
The t-test is basically aimed to show how far the
influence of one independent variable (partially) on the dependent variable
assuming that the other independent variables are considered constant.
Table 4. Multiple Regression Results
|
Model |
Unstandardized Coefficient |
Standardized Coefficient |
t |
Sig |
|
|
B |
Std. Error |
Beta |
|||
|
Constant Green Product Green Marketing Brand Image |
5.888 .358 .264 .251 |
1.553 .109 .109 .122 |
.294 .210 .188 |
3.792 3.293 2.437 2.060 |
.000 .001 .016 .042 |
|
Variable Dependent : Purchase Decision |
|
|
|||
|
R Square |
.329 |
||||
|
Sig F: |
.000 |
||||
|
F Value: |
20.274 |
||||
|
Source: Primary data,
data processed in 2023 |
The results presented in Table 4 show the significance values for each
independent variable. The following are the results:
1)
The Influence of Green Product variable on Purchase
Decision
Based on the results shown in Table 4, the Green Product variable has a
t-value of 3.293 with a significance value of 0.001. Obtaining a significance
value ≤ 0.05 can be concluded that the Green Product variable has a
significant positive influence on the purchase decision of bottled water among
FEB UPNVYK students. Therefore, hypothesis 2 is supported.
2)
The Influence of Green Marketing variable on
Purchase Decision
Based on the results shown in Table 4, the Green Marketing variable has
a t-value of 2.437 with a significance value of 0.016. As the obtained
significance value ≤ 0.05, it can be concluded that the Green Marketing
variable has a significant positive influence on the purchase decision of
bottled water among FEB UPNVYK students. Therefore, hypothesis 3 is supported.
3)
The Influence of Brand Image variable on Purchase
Decision
Based on the results shown in Table 4, the Brand Image variable has a
t-value of 2.060 with a significance value of 0.042. Obtaining a significance
value ≤ 0.05 can be concluded that the Brand Image variable has a
significant positive influence on the purchase decision of bottled water among
FEB UPNVYK students. Therefore, hypothesis 4 is supported.
c.
Coefficient of Determination (R2)
The coefficient of determination (R˛) as
defined by Ghozali (2017) aims to measure how
well a model is able to explain the changes in the independent variables that
are caused by the dependent variable.
Table 5. The Result of The Coefficient of Determination
Model Summary
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.574a |
.329 |
.313 |
1.220 |
|
Source: Primary
data, data processed in 2023 |
Based on the results shown in Table 5 above, it is
known that the adjusted R-square value is 0.313 or 31%. This can be interpreted
as 31% of the purchase decision variable can be explained by the three
independent variables: green product, green marketing, and brand image.
Meanwhile, the remaining 69% with a magnitude outside the research model is
explained by other independent variables.
DISCUSSION
a.
The Joint Effect of Green Product, Green Marketing,
and Brand Image on Purchasing Decisions among FEB UPN "Veteran"
Yogyakarta Students
Based on the above calculations, it can be
concluded that green product, green marketing, and brand image have a
significant joint effect on purchasing decisions for bottled water products
among FEB UPN "Veteran" Yogyakarta student consumers.
When consumers have a high perception of green
products, accompanied by good improvements in green marketing and brand image,
it will have an impact on the increase in purchasing decisions for bottled
water products among FEB UPN "Veteran" Yogyakarta student consumers.
It is important for manufacturers to truly produce environmentally friendly
(green) products, followed by an improvement in the implementation of good
green marketing strategies. This will result in a good brand image that can
guide consumers to make purchasing decisions for the product.
b.
Influence of Green Product (X1) on Purchase
Decision among FEB UPN "Veteran" Yogyakarta Students
Based on the above calculations, it can be stated
that green product has a positive and significant effect on the purchase decision
of AMDK products. This research supports previous studies conducted by Yulfita Aini & Sulastri (2022), which stated that green
product has a positive and significant influence on the purchase decision of
AQUA branded bottled water.
Therefore, it can be interpreted that consumers who
care about environmental sustainability will consider environmentally friendly
products when making a purchase decision. In light of these results, as a
producer must continuously improve its production of environmentally friendly
products as an effort to support environmental preservation, which has become
an issue frequently discussed by various parties. Consumers agree that bottled
water's AMDK has a good impact and is easily recyclable. This leads to a change
in consumer behavior, characterized by a lifestyle
that prioritizes health and environmental sustainability, thereby fostering and
increasing the purchase decision of bottled water’s AMDK product, which is
declared as an environmentally friendly product.
c.
The Influence of Green Marketing (X2) on Purchase
Decision among FEB UPN "Veteran" Yogyakarta Students
Based on the calculations above, it can be stated
that green marketing has a positive and significant influence on the purchase
decision of bottled water mineral water products among FEB UPN
"Veteran" Yogyakarta students.
This research result is in line with previous
research conducted by Sugi A & Khuzaini (2017) that green marketing has a positive and
significant influence on the purchase decision of bottled water mineral water
in Surabaya. The findings demonstrate that if green marketing is intensified,
the purchase decision for bottled water mineral water products among FEB UPN
"Veteran" Yogyakarta students will also increase. If the
implementation of green marketing is done correctly according to the company's
claim to support environmental conservation efforts, consumers will receive it
well and tend to consider it when making purchasing decisions for products
released by the company. Therefore, the mineral water producer must
consistently and sustainably apply green marketing in every business activity.
d.
The Effect of Brand Image (X3) on Purchase Decision
Among FEB UPN "Veteran" Yogyakarta Students
Based on the calculations above, it can be stated
that brand image has a positive and significant effect on the purchase decision
of bottled water products among FEB UPN "Veteran" Yogyakarta
students.
This result shows and proves that the higher the brand image, the higher
the purchase decision of bottled water products among FEB UPN
"Veteran" Yogyakarta students. Therefore, it is essential for the
producer of bottled water to build a brand image towards its consumers so as to
encourage purchase decision. Products with a good brand image can make
consumers make a purchase decision. This research result also supports and is
in line with previous research conducted by
H. Al Ghozali
& Purwanto (2019), which stated that brand image has a positive effect on the purchase
decision of Nestle Pure Life bottled water in Semarang City.
Conclusion
The results of this study show that
the order of the greatest influence of the variables that affect the purchase
decision of bottled water consumers is green products, green marketing, and
brand image. It can also be known that green products, green marketing, and brand
image together have a significant influence on the purchase decision of bottled
water consumers.
Based on these results, AMDK
company needs to improve and enhance its environmentally friendly products, so
that they can be considered by consumers when making purchase decisions, as
well as to support efforts to preserve the environment, which ultimately will
form a good brand image in the eyes of consumers.
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