Green Marketing, Green Brand Image, dan Keputusan Pembelian: Studi pada UMKM Mebel Jepara di Maumere

Yosef Tonce; Antonius Philipus Kurniawan Gheta; Yoseph Darius Purnama Rangga

doi:10.30640/jmcbus.v4i2.7575

Authors

Yosef Tonce Universitas Nusa Nipa
Antonius Philipus Kurniawan Gheta Universitas Nusa Nipa
Yoseph Darius Purnama Rangga Universitas Nusa Nipa

DOI:

https://doi.org/10.30640/jmcbus.v4i2.7575

Keywords:

Green Brand Image, Green Marketing, MSME, Purchasing Decision, Theory of Planned Behavior

Abstract

This study aims to analyze the influence of green marketing and green brand image on consumer purchasing decisions at the Jepara Furniture and Handicraft MSME (Waidoko) in Wolomarang Village, West Alok District, Sikka Regency. The study employs a quantitative approach with an associative research design. Data were collected via questionnaires distributed to 96 consumers who had purchased products from the business, using an accidental sampling technique. Data analysis was conducted using multiple linear regression with SPSS 26 software, encompassing validity and reliability tests, classical assumption tests, descriptive analysis, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that green marketing has a positive and significant effect on purchasing decisions. Green brand image also has a positive and significant effect on purchasing decisions. Simultaneously, green marketing and green brand image significantly influence purchasing decisions. These findings suggest that consumer purchasing decisions can be strengthened through the implementation of environmentally conscious marketing strategies and the cultivation of a positive green brand image. The results support the Theory of Planned Behavior, which explains that positive consumer evaluations and perceptions of environmentally responsible products and brands can drive purchasing behavior. The study's implications suggest that the Jepara Furniture and Handicraft MSME needs to consistently implement eco-friendly marketing practices, transparently communicate environmental conservation efforts, and strengthen its green brand image through authentic and sustainable business practices.

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