PERAN INSTAGRAM DALAM MEMEDIASI GREEN MARKETING PADA UMKM MAKANAN DAN MINUMAN DI KULINER PAGI MALAM BINTARO, TANGERANG SELATAN

Hakam Ali Niazi

Abstract


ABSTRAK

Pelaku usaha mikro kecil menengah (UMKM) memanfaatkan strategi green marketing untuk menunjukkan kontribusi mereka terhadap kepedulian pelestarian lingkungan. Para pelaku usaha tidak lagi menggunakan piring atau gelas sekali pakai atau plastik, tidak lagi menyediakan sedotan plastik, menggunakan peralatan dan bahan-bahan yang ramah lingkungan. Hal ini sudah diterapkan oleh beberapa pelaku usaha di Pusat kuliner pagi malam Bintaro di Tangerang Selatan. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana peran media social Instagram dapat memediasi pengaruh green product, green price, green promotion, dan green place terhadap keputusan pembelian. Responden dalam penelitian ini adalah pengunjung pusat kuliner Pagi Sore di Bintaro, Tangerang selatan. Menggunakan Teknik snowball sampling, sehingga didapat responden sebanyak 160. Metode penelitian menggunakan Sturcture Equation Model dengan Partials Least Square. Hasil penelitian membuktikan bahwa media social Instagram dapat memediasi pengaruh green product, green price, dan green promotion, terhadap keputusan pembelian secara signifikan, sedangkan media social Instagram tidak dapat memediasi pengaruh green place terhadap keputusan pembelian secara signifikan.

Kata Kunci: Green Marketing, Instagram, Keputusan Pembelian, Mediasi

ABSTRACT

Micro, small and medium enterprises (MSMEs) utilize green marketing strategies to show their contribution to environmental conservation. Businesses no longer use disposable or plastic plates or cups, no longer provide plastic straws, use environmentally friendly equipment and materials. This has been implemented by several business actors at the Bintaro morning and night culinary center in South Tangerang. The purpose of this study was to determine how the role of social media Instagram can mediate the influence of green product, green price, green promotion, and green place on purchasing decisions. Respondents in this study were visitors to the Pagi Sore culinary center in Bintaro, South Tangerang. Using the snowball sampling technique, so that 160 respondents were obtained. The research method uses the Sturcture Equation Model with Partials Least Square. The results prove that Instagram social media can mediate the influence of green product, green price, and green promotion, on purchasing decisions significantly, while Instagram social media cannot mediate the influence of green place on purchasing decisions significantly.

Keywords: Green Marketing, Instagram, Purchasing Decisions, Mediation


References


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DOI: http://dx.doi.org/10.35906/jep.v10i1.1912

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