The Influence of Green Products and Green Marketing on Consumer Purchase Decisions in Medan Tembung Culinary MSMEs: Pengaruh Green Product dan Green Marketing terhadap Keputusan Pembelian konsumen pada UMKM Kuliner Medan Tembung

Carine; Afrizal

doi:10.47663/ibec.v4i1.372

Authors

Carine Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Afrizal Sekolah Tinggi Ilmu Eka Prasetya

DOI:

https://doi.org/10.47663/ibec.v4i1.372

Keywords:

Culinary, Green Product, Green Marketing, MSMEs, Purchase Decision

Abstract

This study aims to analyze the influence of green products and green marketing on consumer purchase decisions in culinary MSMEs in Medan Tembung District. The background of the research is based on the low understanding of MSME actors on the importance of implementing environmentally sound strategies in attracting consumers. The research method used a descriptive quantitative approach by distributing questionnaires to 305 respondents through incidental sampling techniques. The data were analyzed using validity, reliability, and multiple linear regression tests with the help of SPSS 25. The results of the study show that green products and green marketing have a positive and significant effect, both partially and simultaneously, on consumer purchase decisions. This emphasizes that the success of culinary MSMEs is not only determined by the quality of taste and price, but also by a commitment to sustainability practices. The practical implication of this study is the need for MSMEs to strengthen green product strategies through the use of local raw materials, environmentally friendly packaging, and emphasizing green marketing with effective communication on social media to increase competitiveness and consumer loyalty.

Downloads

Download data is not yet available.

References

Afrizal. (2024). The concept of entrepreneurship in the view of Islam: Tafsir with the approach of the Wahbah Az-Zuhaili tafsir method. In UMSU Press.

Afrizal, Hildawati, Rfky, & S. & Vandika, A. Y. (2023). The Effect of Artificial Intelligence Adoption, Machine Learning, and AI Ethics on Product Innovation in Start-ups in Bogor. Western Science Social and Humanities Studies, 2(5), 799–808.

Afrizal, Yafiz, & M., M. (2024). Sharia Peer-to-Peer Lending Business Model: Improving Sustainable MSMEs Financing in Indonesia. Penal Justice, 23(3).

Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA. Environmental Science and Pollution Research, 30(5), 11473–11495. https://doi.org/10.1007/s11356-022-22944-7

Amier, M., & Pradana, M. (2022). Bibliometric Analysis of Green Marketing: Study Developments in the Period 1999-2022. SEIKO : Journal of Management & Business, 4(3), 121–131. https://doi.org/10.37531/sejaman.v4i3.2412

Atmojo, M. E., & Kusumo, M. P. (2022). Empowerment of MSMEs through the use of information technology. Dynamism : Journal of Community Service, 6(2), 378–385. https://doi.org/10.31849/dinamisia.v6i2.8214

Gultom, P., Rezeki, S., Januarty, W., & Sutantio, A. (2024). The influence of product knowledge and customer relationship marketing on interest customer buy at PT . RHB Sekuritas Indonesia Medan. Mantik Journal, 8(1).

Hanifah, H. N., Hidayati, N., & Mutiarni, R. (2019). The Influence of Green Products and Prices on Tupperware Product Purchase Decisions. JMD: Dewantara Journal of Management & Business Research, 2(1), 37–44. https://doi.org/10.26533/jmd.v2i1.345

Hussain, S. A., Haq, M. A. U., & Soomro, Y. A. (2020). Factors Influencing Consumers' Green Purchase Behavior: Green Advertising as Moderator. Marketing and Management of Innovations, 6718(4), 144–153. https://doi.org/10.21272/mmi.2020.4-11

Indonesia, P. R. (2021). Government Regulation of the Republic of Indonesia Number 7 of 2021 concerning Facilitation, Protection, and Empowerment of Cooperatives and MSMEs. Statute Book of the Republic of Indonesia of 2021 Number 13; Supplement LN No. 6571. https://peraturan.bpk.go.id/Details/161837/pp-no-7-tahun-2021

Kamboj, S., Matharu, M., & Gupta, M. (2023). Examining consumer purchase intention towards organic food: An empirical study. Cleaner and Responsible Consumption, 9(April), 100121. https://doi.org/10.1016/j.clrc.2023.100121

Loo, P. (2021). The Influence of Customer Bounding and Price on CV Customer Loyalty. Sekawan Jaya in Buying. 329–335.

Lotfi, M., Yousefi, A., & Jafari, S. (2018). The effect of emerging green market on green entrepreneurship and sustainable development in knowledge-based companies. Sustainability (Switzerland), 10(7). https://doi.org/10.3390/su10072308

Maryati, & Khoiri.M. (2021). The Influence of Product Quality, Service Quality and Promotion on Time Universe Studio Online Store Purchase Decisions. Journal of Economics and Business, 11(1), 542–550.

Mustikasari, R. P., & Rahmawati, D. H. (2023). The Effect of Green Marketing on Brand Purchase Intention & Green Consumerism. Journal of the Spectrum of Communication (JSK), 11(1), 107–119. https://doi.org/10.46799/jst.v4i12.881

Nainggolan, E., Anggoro, M., & Januarty, W. (2025). ANALYSIS OF THE APPLICATION OF GREEN MARKETING , PERCEIVED VALUE AND BRAND IMAGE ON PURCHASING DECISIONS KOPI KENANGAN PRODUCTS. 4307(May), 1359–1365.

Nainggolan, E., Pesta Gultom, & Desma Erica Maryati Manik. (2022). Implementation of Digital Marketing as a Business Recovery Strategy for Micro, Small and Medium Enterprises in Medan Area. Proceedings International Business and Economics Conference (Ibec), 1(1), 325–334. https://doi.org/10.47663/ibec.v1i1.53

Nurhasanah, S., Ramdan, A. M., & Komariah, kokom. (2019). ANALYSIS OF REFERENCE GROUPS AND PRODUCT ATTRIBUTES ON THE PURCHASING DECISION OF EIGER BAG CONSUMERS IN EIGER STORE SUKABUMI CITY. Duke Law Journal, 1(1), 315–321.

Panggih, S., & Krisnadi, A. R. (2022). The Effect of Green Product Availability on the Decision to Buy Merchandise Products at Starbucks Food Centrum Sunter, North Jakarta. Bogor Hospitality Journal, 5(2). https://doi.org/10.55882/bhj.v5i2.25

Puspita, G. ., & Hendrayati, H. (2020). Food Blogger Review on Instagram as an Alternative for Helping Consumer Purchase Decision. 117(Gcbme 2018), 16–20. https://doi.org/10.2991/aebmr.k.200131.005

Ram, & Crisnaningtyas, F. (2021). EVALUATION OF THE OPTIMIZATION OF INDUSTRIAL WASTE RECYCLING.

Rosyada, F. A., & Dwijayanti, R. (2023). THE INFLUENCE OF GREEN MARKETING AND GREEN PRODUCTS ON SUKIN PRODUCT PURCHASE DECISIONS. Business Management Research, 2(2), 103–111. https://doi.org/10.26905/bismar.v2i2.10025

Siatama, A., Sinaga, H. D. E., & Akbar, M. A. (2023). The Influence of Price, Promotion and Marketplace on the Purchase Decision of PT Calispo Multi Utama Medan. STIE Eka Promise.

Sudrartono, T., Nugroho, H., Irwanto, Agustini, I. G. A. A., Yudawisastra, H. G., Maknunah, L. U., Amaria, H., Witi, F. L., & Nuryanti, A. S. (2022). ENTREPRENEURSHIP OF MSMES IN THE DIGITAL ERA (D. E. Putri & E. P. Sari (eds.); 1st ed.). WIDINA BHAKTI PERSADA BANDUNG (Group.

Sugiyono. (2022). QUANTITATIVE, QUALITATIVE, AND R&D RESEARCH METHODS (M. Dr. Ir. Sutopo. S.Pd (ed.); 2nd ed.). ALPHABET.

Tri Handayani, N. (2012). The Influence of Product Attributes on Customer Loyalty of Honda Injection Motorcycle Green Products. Management Analysis Journal, 1(2), 120–128.

Widjaja, Y. R., Alamsyah, D. P., Rohaeni, H., & Sukajie, B. (2020). The Role of MSME Human Resources Competency in Improving the Performance of MSMEs in Cilayung Village, Jatinangor District, Sumedang Yani. Journal of Community Service, 1(3), 465–476. ejournal.bsi.ac.id

Widjaya, S. L., Prathivi, M. D. G., & Juniarto, A. (2024). The Role of Green Marketing Communication and Social. Open Journal System, 18(1978), 2893–2900.

Wijaya, I. P. G. D., & Dewi, I. C. (2025). The Influence of Green Marketing, Consumption Value, and Brand Image on the Repurchase Intention of Balinese Traditional Fusion Food in Restaurants in Bali Province. 5, 3975–3994.

Yuliana, R., & Pantawis, S. (2022). Edunomics – Vol. 06, No. 01 (2022). Edunomic, 06(01), 465–474.