Pengaruh Kesadaran Lingkungan dan Pemasaran Hijau terhadap Keputusan Pembelian Tumbler pada Mahasiswa Kewirausahaan Universitas ST Bhinneka
DOI:
https://doi.org/10.54259/manabis.v5i1.6731Keywords:
Environmental Awereness, Green Marketing, Purchasing Decisions, TumblersAbstract
The increasing environmental damage caused by the accumulation of plastic waste has encouraged the urgency of sustainable consumption behavior. This study aims to analyze the influence of environmental awareness and green marketing on tumbler purchasing decisions among Entrepreneurship students at Satya Terra Bhinneka University. The method used is quantitative with a non-experimental correlational design. Data were collectted through purposive sampling technique with a Likert scale questionnaire instrument. Data analysis used SPSS which includes validity, reliability, classical assumptions, multiple linear regression, F test, and T test. The results of the study indicate that partially, green marketing has a significant positive influence on tumbler purchasing decisions. Meanwhile, environmental awareness does not show a significant influence, which indicates that personal environmental concern has not been a major factor for students in purchasing tumblers. The determination value of 0,461 indicates that the two independent variables contribute 46,1% to the variation in purchasing decisions. This study concludes the importance of an effective green marketing strategy for institutions and business actors to promote sustanaible products.
Downloads
References
Agustin, A. N. N., Fitriadi, B. W., & Pauzy, D. M. (2025). Pengaruh Produk Green Marketing Dan Brand Image Terhadap Keputusan Pembelian (Survei pada Konsumen Starbucks HZ Tasikmalaya). Jurnal Ilmu Komunikasi Dan Sosial Politik, 2(4), 1201–1218.
Apriandi, D. W., & Putri, P. N. (2024). Pengaruh Bauran Pemasaran Hijau Terhadap Keputusan Pembelian:(Studi Pada Mahasiswa Pengguna Tupperware Stie Sutaatmaja Subang Dan Mahasiswa Kolej University Islam Selangor). DIMENSIA (Diskursus Ilmu Manajemen STIESA), 20(01).
Baharmi, H., & Purwanto, E. (2024). Pengaruh Kesadaran Lingkungan, Ekolabel, dan Green Price Terhadap Keputusan Pembelian Ecofrenbag. Journal MISSY (Management and Business Strategy), 5(2), 82-91.
Cnnindonesia.com. (2023, 28 Desember). Buang Sampah Sembarangan di Medan Kena Denda Rp10 Juta Mulai 2024. Diakses pada 10 Desember 2025, dari https://www.cnnindonesia.com/nasional/20231228150623-20-1042717/buang-sampah-sembarangan-di-medan-kena-denda-rp10-juta-mulai-2024#goog_rewarded
Hasanah, A., Hindrayani, A., & Noviani, L. (2023). Pengaruh Kesadaran Lingkungan Dan Iklan Hijau Terhadap Keputusan Pembelian Produk Hijau. Jurnal Ilmu Ekonomi, 2(1).
Hastuti, K., Arisanty, D., Muhaimin, M., Angriani, P., Alviawati, E., & Aristin, N. (2024). Factors affecting pro-environmental behaviour of Indonesian university students. Journal of Turkish Science Education. https://doi.org/10.36681/tused.2024.188.
Latte, J. (2025). Pengaruh Produk Ramah Lingkungan terhadap Keputusan Pembelian Tumbler di Kalimantan Selatan. Administraus. https://doi.org/10.56662/administraus.v9i1.303.Ariesxy
Luh Putu Intan Kasturi Dewi, N., Putu Nita Anggraini, N., & Gede Antok Setiawan Jodi, I. W. (2023). Pengaruh Kesadaran Produk Ramah Lingkungan, Gaya Hidup Sehat, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Tumbler Lion Star Di Denpasar. Emas, 4(10), 2459–2473.
Mkumbachi, R. L., Astina, I. K., & Handoyo, B. (2020). Environmental awareness and pro-environmental behavior: A case of university students in Malang city. Jurnal Pendidikan Geografi, 25(2), 161–169. https://doi.org/10.17977/um017v25i22020p161
Norisnita, M & Indriati, F. (2022). Economics and Business Quarterly Reviews. https://doi.org/10.31014/aior.1992.05.02.424
Nurhayati, Imam, G., & Honorata, P. dwi ratnawati. (2020). Pengaruh Green Marketing Dan Corporate Social Responsbility Terhadap Keputusan Pembelian Dan Pengetahuan Konsumen. 3(2), 274–282.
Puspitasari, C. A., Yuliati, L. N., & Afendi, F. (2021). Pengaruh green marketing, kesadaran lingkungan dan kesehatan terhadap keputusan pembelian produk pangan organik melalui sikap. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 7(3), 713-713.
Rahmawati, R., Nurhasan, R., & Rismanto, H. (2021). Journal of Knowledge Management Pengaruh Green Marketing terhadap Keputusan Pembelian (pada Konsumen Air Mineral Ades di Garut). 014–026. www.jurnal.uniga.ac.id
Redjeki, F., Utomo, S., Prihantoro, K., Nugraha, E. Y., & Masliardi, A. (2025). Pengaruh Green Marketing Dan Pengetahuan Konsumen Terhadap Keputusan Pembelian. Indonesian Journal of Economic and Business, 3(2), 1-11.
Safitri, D., & Setiyarini, T. (2024). Pengaruh Kesadaran Lingkungan, Sikap Konumen dan Harga Terhadap Keputusan Pembelian Produk Ramah Lingkungan Botol Tumbler (Studi Pada Mahasiswa S1 Fakultas Ekonomi Dan Bisnis Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen (JKIM). https://doi.org/10.21107/jkim.v3i4.21382.
Sanjayanti, A., & Alamsyah, M. (2025). Edukasi Green Consumers Menggunakan Tumbler pada Generasi Z sebagai Langkah Ramah Lingkungan. Jurnal PkM (Pengabdian Kepada Masyarakat), 8(1), 142. https://doi.org/10.30998/jurnalpkm.v8i1.27629
Santoso, R., Setiawati, R., & Fatimah, S. (2025). Pengaruh Pemasaran Hijau dan Kesadaran Lingkungan Serta Dampaknya terhadap Perilaku Konsumen Hijau – Study Usia Remaja. KALBISIANA Jurnal Sains, Bisnis Dan Teknologi, 11(2), 241–253. https://doi.org/10.53008/kalbisiana.v11i2.4570
Saragih, P. M., Sembiring, R., & Siregar, S. (2025). Pengaruh Pemasaran Hijau, Kesadaran Lingkungan, dan Persepsi Risiko Terhadap Minat Beli Produk Pada Restoran Siap Saji Kfc Ring Road Medan. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 2044–2050. https://doi.org/10.31004/riggs.v4i2.793
Satriadi, S., Asep Supriatna, Tubel Agusven, & Surya Kusuma. (2024). PENGARUH PEMASARAN HIJAU TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN MINOMLOK COFFE MEET DAN EATERY. Juremi: Jurnal Riset Ekonomi, 3(4), 391–398. https://doi.org/10.53625/juremi.v3i4.7198
Setiawan, C. K., & Yosepha, S. Y. (2020b). Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk The Body Shop Indonesia (Studi Kasus Pada Followers Account Twitter @Thebodyshopindo). Jurnal Ilmiah M-Progress, 10(1). Https://Doi.Org/10.35968/M-Pu.V10i1.371
Sistem Informasi Pengelolaan Sampah Nasional (SIPSN). (n.d.). SIPSN – Kementerian Lingkungan Hidup dan Kehutanan. Diakses pada 31 Desember 2025 dari https://sipsn.kemenlh.go.id/sipsn/
Ulwiyah, M. S. (2023). Jurnal Kajian Ilmu Manajemen. Jurnal Kajian Ilmu Manajemen, 3(3), 473–479. https://journal.trunojoyo.ac.id/jkim%0APengaruh
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity. International Journal of Environmental Research and Public Health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
Welly Arifin, I., Handayani Harahap, H., & Rudy Sentosa Rajagukguk, F. (2025). The Impact of Green Marketing Techniques on Consumer Purchasing Decisions in Organic Product Companies in North Sumatra through Product Quality Perception as an Intervening Variable. International Journal of Economics, Management and Accounting (IJEMA), 2(8), 709–720. https://doi.org/10.47353/ijema.v2i8.231
Yahya, W. K., Husin, N., Nik Mohd Masdek, N. R., Daud, S. R., & Abdul Rahim, N. (2022). Green Products Buying Decision among Young Male and Female Malaysian Consumers. International Journal of Academic Research in Economics and Management and Sciences, 11(1), 240–261. https://doi.org/10.6007/IJAREMS/v11-i1/12032
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Anastasya Nabila br Tarigan, Zhafirah Alaina, Rizki Ananda, Fauziah Annisa, Widya Yolanda Br Siregar
This work is licensed under a Creative Commons Attribution 4.0 International License.
