Analysis of Green Marketing and Viral Marketing on Purchasing Decisions Through Consumer Behavior as an Intervening Variable (Case Study on Nike Shoes in Indonesia)

Authors

  • Rika Wulansari Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Ambar Lukitaningsih Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Muinah Fadhilah Universitas Sarjanawiyata Tamansiswa Yogyakarta

DOI:

https://doi.org/10.38035/dijefa.v5i5.3489

Keywords:

Green Marketing, Viral Marketing, Purchasing Decision, Consumer Behavior

Abstract

This study aims to determine the effect of green marketing and viral marketing on purchasing decisions through consumer behavior as an intervening variable (case study on Nike shoes in Indonesia). The research methodology uses quantitative research, non-probability sampling method, and purposive sampling technique. A total sample of 130 respondents was obtained through distributing questionnaires. The results showed that the green marketing variable (X1) had no effect on purchasing decisions (Y). Viral marketing variable (X2) has an effect on purchasing decision (Y). Green marketing variables (X1) affect consumer behavior (Z). Viral marketing variable (X2) affects consumer behavior (Z). Consumer behavior variable (Z) affects purchasing decision (Y). consumer behavior can mediate the relationship between green marketing and purchasing decisions for Nike shoes. Consumer behavior can also mediate the relationship between viral marketing and purchasing decision for Nike shoes.  

References

Adnan, A. (2019). Pengaruh Perilaku Konsumen terhadap Keputusan Pembelian Susu Morinaga di Kota Lhokseumawe. Jurnal Visioner & Strategis, 7(2).

Ahmad, F., Lapian, J., & Soegoto, A. S. (2016). Analisis Green Product Dan Green Marketing Strategy Terhadap Keputusan Pembelian Produk The Body Shop Di Manado Town Square. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1).

Bagasanggakara, G. L. (2020). The Influence of Viral Marketing Messages Through Instagram on Consumer Behavior in Indonesia. Universitas Gadjah Mada.

Boentoro, Y., & Paramita, S. (2020). Komunikasi Pemasaran Viral Marketing (Studi Kasus Kopi Kwang Koan). Prologia, 4(1), 141–146.

Destian, S., & Djatmiko, T. (2017). Pengaruh perilaku konsumen (faktor budaya, sosial, pribadi, dan psikologis) terhadap keputusan pembelian online pada situs modifikasi. com di Kota Bandung. EProceedings of Management, 4(3).

Fathurrahman, M. M., Triwardhani, D., & Argo, J. G. (2021). Pengaruh Influencer Marketing Dan Viral Marketing Terhadap Keputusan Pembelian Bittersweet By Najla. Prosiding Senapenmas, 1209–1218.

Kotler, P., & Amstrong, G. (2014). Priciple Of Marketing 15th Edition Pearson New Jersey: Pearson Prentice Hall. Jakarta.

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip pemasaran (Vol. 1, Issue 2). Jilid.

Kotler, P., & Keller, K. L. (2007). Manajemen Pemasaran Edisi 12 Jilid 1, Jakarta: Indeks. Prentice Hall.[6] Manajemen, J.(Nd). Proses Penawaran, Transaksi Penjualan, Maupun Pembelian Serta Promosi Atas Hasil Produksi Baik Secara Collective Maupun, 74(14), 1.

Lohonusa, A. I., & Mandagie, Y. (2021). Analisis Pengaruh Brand Image, Brand Trust dan Viral Marketing Terhadap Keputusan Pembelian Produk Sepatu “ Converse” Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas SAM Ratulangi Manado. Jurnal EMBA, Vol. 9 No.(4), 511–520.

Mahendra, D. F., & Nugraha, A. K. N. A. (2021). Green marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 28–38.

Purba, R. S., & Hidayat, R. (2016). Pengaruh Viral Marketing Melalui Aplikasi Line Terhadap Keputusan Pembelian (Studi Kasus Mahasiswa Telkom University Pada Tahun 2016). EProceedings of Applied Science, 2(2).

Purboyo, P., Hastutik, S., Kusuma, G. P. E., Sudirman, A., Sangadji, S. S., Wardhana, A., Kartika, R. D., Hilal, N., & Syamsuri, S. (2021). Perilaku Konsumen (Tinjauan Konseptual & Praktis). Center for Open Science.

Purnama, P. A. I., & Adi, N. R. (2019). Green marketing dan quality brand sebagai prediktor perilaku konsumen dan dampaknya terhadap keputusan pembelian produk. Jurnal Manajemen Bisnis, 16(1), 185–205.

Purnomo, W., Fadhilah, M., & Cahya, A. D. (2023). Meningkatkan Keputusan Pembelian Melalui Viral Marketing, Brand Ambassador Dan Kepercayaan Konsumen Di Daerah Istimewa Yogyakarta (Studi Kasus Pada Pengguna Aplikasi Shopee). BBM (Buletin Bisnis & Manajemen), 9(2), 188–202.

Rahmawati, M. (2022). Dampak Strategi Green Marketing, Kualitas Produk Dan Brand Image Terhadap Perilaku Konsumen. Jurnal Alwatzikhoebillah: Kajian Islam, Pendidikan, Ekonomi, Humaniora, 8(2), 204–219.

Romadhoni, M. (2015). Pengaruh citra merek (brand image) terhadap pengambilan keputusan pembelian sepatu nike pada mahasiswa FIK UNY.

Salam, A., & Sukiman, S. (2021). Pengaruh Green Marketing dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Merek Aqua. Jurnal Ilmu Manajemen, 11(1), 69–80.

Satria, P., Matriadi, F., & Maryudi, M. (2021). Pengaruh Personality, Budaya Organisasi dan Komitmen Organisasi terhadap Organizational Citizenship Behavior serta Dampaknya terhadap Kinerja Guru Pada Sekolah Menengah di Kecamatan Indra Makmur Kabupaten Aceh Timur. J-MIND (Jurnal Manajemen Indonesia), 5(1), 48–68.

Tjiptono, F. (2007). Service, quality satisfaction.

Utami, R. E., Welsa, H., & Hutami, L. T. H. (2024). The Influence Of Viral Marketing And Digital Marketing On Consumer Loyalty With The Decision To Purchase Skintific Products As An Intervening Variable. International Conference on Humanity Education and Society (ICHES), 3(1).

Downloads

Published

2024-11-26

How to Cite

Wulansari, R., Lukitaningsih, A., & Fadhilah, M. (2024). Analysis of Green Marketing and Viral Marketing on Purchasing Decisions Through Consumer Behavior as an Intervening Variable (Case Study on Nike Shoes in Indonesia). Dinasti International Journal of Economics, Finance &Amp; Accounting, 5(5), 5078–5089. https://doi.org/10.38035/dijefa.v5i5.3489

Issue

Vol. 5 No. 5 (2024): Dinasti International Journal of Economics, Finance & Accounting (November - December 2024)

Section

Articles

License

Copyright (c) 2024 Rika Wulansari, Ambar Lukitaningsih, Muinah Fadhilah

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).