Impact of Go Green on the Decision of Purchasing Bright Gas

Tugiyo

Universitas Pembanunan Nasional Veteran Yogyakarta

Keywords: Green Advertising, Green Brand, And Green Trust and Purchasing Decisions.

Abstract: This study was conducted to understand the Impact of Go Green on the Purchase Decision of Bright Gas.

The more specific purpose of this study is the effect of green advertising, green brand, and green trust on

purchasing decisions Bright Gas. The study was conducted on 150 respondents with a purposive sampling

technique and analyzed using SPSS Version 13. The research results obtained that 1. Green advertising

influences purchasing decisions., green brand influences purchasing decisions. And green trust influences

purchasing decisions.

INTRODUCTION

The issue of global warming (global warming) is

currently rife throughout the world community, and

it makes the issue of global warming as the center of

global attention. Global Warming (Global Warming)

is an increase in the average temperature across the

earth's surface due to the emission of large amounts

of greenhouse gases making solar thermal energy

trapped in the atmosphere, thus making the earth

hotter than before (Kuncoro Sejati, 2011). The

current global warming coexists with the increasing

number of industries created by humans themselves,

where the industrial technology they use usually

emits exhaust gases and causes damage to the

surrounding environment, such as rising earth

temperatures, which will trigger various chain events

that can be dangerous human survival. Indonesia is

currently included in the "top ten manufacturers of

the world," according to the UNIDO (United

Nations Industrial Development Organization)

report. Many large companies around the world are

building companies and trading in Indonesian

territory. "But with the issues regarding global

warming, it affects changes in consumer behavior to

be more selective in making purchases of a product,

consumers are starting to realize their rights to get

products that are feasible, safe, and products that are

environmentally friendly or commonly referred to as

with Green Consumerism" (Shaputra, 2013 in Nia

and Asti, 2016). The issue of global warming makes

the Indonesian government also participate in

regulating and protecting the natural environment in

Indonesia by passing a law, which regulates

companies to pay attention and preserve the

environment in creativity such as Law of the

Republic of Indonesia Number 23 of 1997 "That it is

deemed necessary to improve environmental

management life to preserve and develop a

harmonious, and balanced environmental capacity to

support the implementation of sustainable

development that is environmentally sound. " In line

with the issue of environmental sustainability and

increasing public awareness about the use of

environmentally friendly products, many companies

have begun to implement a system green marketing

in running and promoting their products. Green

Marketing is an activity that integrates broad

activities, including product modification, changes

in production process patterns, packaging changes to

changes in advertising (Jaolis, 2011 in Nia and Asti,

2016). The existence of green marketing encourages

the industry to do business that is environmentally

friendly, not just protecting the environment but is

part of the business process to meet some of the

desires of consumers. In general, companies that

embrace the concept of green marketing, usually

companies will always innovate to create green

products (green products), where the green products

include products that are not harmful to humans and

the environment, are not wasteful of resources, do

not produce excessive waste, and do not involves

cruelty to animals (Kasali, 2005 in Nia and Asti ,

2016). Green Marketing Green Marketing/itself

covers green advertising / green advertising, which

is an action to influence consumer behavior by

102

Tugiyo, .

Impact of Go Green on the Decision of Purchasing Bright Gas.

DOI: 10.5220/0009967101020108

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 102-108

ISBN: 978-989-758-471-8

encouraging consumers to buy products that are not

harmful to the environment and directing consumers'

attention to the positive consequences of buying

behavior (Kong et a, 2014 in Nia. and Asti, 2016),

from this green advertising the company has a great

expectation for consumers to have a green trust /trust

in an environmentally friendly product /green brand.

One of the companies implementing green

marketing is the Gas Company, in which the Gas

Company creates an innovation, environmentally

friendly gas. The product is advertised on television,

radio, and newspapers with the name screens bright

gas, in this ad the producer invites consumers to use

bright gas, because it is able to eliminate odor-free

smoke that can pollute the air, by starting to consider

the product they are buying is an environmentally

friendly product /green brand that ultimately

consumers will later have a trust in the product

products that are claimed to be environmentally

friendly /green trust, and of the three variables

Unilever hopes to be able to create consumer

purchasing decisions in the direction of purchasing

products that are not harmful to the natural

environment or our social environment. The use of

the concept of green marketing by the Gas Company

includes several factors such as green advertising,

green brand, and green trust are very interesting.

This has encouraged researchers to examine the

effect of Green advertising, Green brand, and Green

trust on purchasing Decisions Bright Gas.

LITERATURE REVIEW

2.1 Foundation Theory

2.1.1 Role of Advertising

Advertising is one of the promotional media that is

currently very popular with various companies. The

existence of an advertisement can help companies to

introduce products produced to the public very

easily and attractively, and the existence of

advertisements will be able to cause the desire of

people to buy a product. But if we look at it, there

are currently a lot of display advertisements either

through television, radio, print media, or other

media, which in turn makes consumers confused to

determine a product they want, so an advertisement

is capable of creating a perception right in the minds

of consumers. According to Kotler (2009) defines

the meaning of advertising as any paid form of non-

personal presentation and promotion of ideas, goods,

or services by clear sponsors. According to Basu

Private (2007: 223) defines advertising as a form of

non-individual communication, with several costs,

through various media carried out by companies,

non-profit institutions, as well as individual

individuals.

Large Indonesian Dictionary (KBBI).

Advertising is news or messages to encourage,

persuade the general public to be interested in the

goods and services offered, notification to the public

about goods or services sold, posted in mass media

(such as newspapers and magazines) or public

places. Advertising has a very important role in

introducing the product produced, through

advertising, consumers will feel compelled to

consume a product, until it reaches the point of

satisfaction. But to get consumer satisfaction, an

advertisement must pay attention to AIDA, so that

the advertisement offered can grab the attention of

consumers.

According to Basu Private (1998: 347), the

AIDA framework consists of four main and

interrelated variables:

Attention contains traction

Interest maintains interest

Desire raises the desire to try or have

Action leads to action to buy

Some things that must be considered by

marketers or companies in introducing their products

are not only focused on making an advertisement,

but companies must also pay attention to advertising

objectives, types of advertising, advertising media. It

needs to be done so that advertising made can be

right on target.

2.1.2 Understanding Green Advertising

Kong et al. (2014) in Nia and Asti (2016) State that

green advertising is an action to influence consumer

behavior by encouraging consumers to buy products

that are not harmful to the environment and directing

consumers' attention to the positive consequences of

their buying behavior. Because Green advertising is

an advertisement that links with environmental

issues so that consumers can differentiate from other

product advertisements, companies must pay

attention to the five components of Green

advertising according to (Karna et al., 2001 in Ardik,

Suharyono, and Wilopo) :

The purpose of advertising is to promote the

company's image that is environmentally

friendly

The message template is a strong arrangement

for advertisements consisting of ad titles,

Impact of Go Green on the Decision of Purchasing Bright Gas

103

copyrights, and color illustrations included in

advertisements.

The message element is an attraction or theme

that will produce the desired response by the

advertiser.

Consumer benefits are the main benefits that

are communicated in advertising both in text

or visual delivered in green advertising

Supporting factors are the basic values or final

goals that will be conveyed by green

advertising.

The difference between green advertising and other

simple advertisements:

Green advertising is more emphasized in the life

cycle of raw materials, production, and others.

While simple advertising only emphasizes more

on the promotion of the attributes of a product,

Companies that implement green advertising

always provide incentives for manufacturers to

achieve environmental development, such as

reducing the use of chemicals that can damage

the environment. Simple adverts are still lacking

in showing things like this.

2.1.3 Understanding Green brand

Green brand, according to experts: According to

Keller et al., (Ardik, Suharyono, and Wilopo), the

green brand is an image that gets perceptions and

associations in the minds of consumers associated

with product or service offering. According to Cretu

et al., in (Ardik, Suharyono, and Wilopo) green

brands are perceptions and associations in

consumers' memories, that the brand is committed

and has an interest in the environment. The concept

of the green brand, according to Mourad and Ahmed

(Ardik, Suharyono, and Wilopo), there are four

aspects discussed. These aspects can refer to the

brand image of a green product, such as:

a Green brand image

Green brand images a green brand image as

perception and association in the minds of

consumers related to the company's environmental

commitment and concern.

b Green Satisfaction

Green Satisfaction Is a level of satisfaction in the

context of meeting the consumption needs of certain

green products and environmental responsibilities.

c Green trust

Green trust is a trust in green products, where

consumers depend on the product or service of a

brand as a result of their belief in environmental

credibility, virtue, and ability.

d Green Awareness

Green Awareness Is an awareness to remember,

recognize, and remember the environmental features

of a brand.

2.1.4 Understanding Green trust

According to Chen (2010), in (Nia and Asti, 2016) is

the will to depend on a product, service, or brand

based on beliefs or expectations resulting from

credibility, good deeds, and skills regarding

environmental performance.

2.2 Purchasing Decisions

2.2.1 Understanding Purchasing Decisions

Purchasing Decisions are an integration process that

combines knowledge to evaluate two or more

alternative behaviors and choose one of them (Peter

and Olson, 2000: 162) in (Ardik, Suharyono, and

Wilopo). Meanwhile, according to (Kotler and

Armstrong, 2009:181) The purchase decision is to

buy the most preferred brand.

2.2.2 Structure of Purchasing

Decisions Consumer purchasing decisions are a

collection of several purchasing decisions. Each

purchase decision has a different component

structure, including (Oentoro, 2012: 107) in (Ardik,

Suharyono, and Wilopo) :

1).

Decisions about the type of product.

Consumers can decide to buy certain types of

products, such as food products or electronic

products.

2).

Decisions about product form. This

purchasing decision is in the form of product

selection regarding size, quality, product

design, and so on.

3).

Decisions about brands. Each brand has its

differences and advantages. Consumers will

decide which brand will best suit their wants

and needs.

4).

The decision about the seller. In making a

purchasing decision, the consumer will

determine where or from whom he will buy

the product.

5).

Decisions about the number of products.

Consumers can make decisions about how

many products to buy.

6).

The decision about the time of purchase.

Consumers can make decisions about when

they will buy a product.

7).

The decision on how to pay. When deciding to

buy a product, the consumer will determine

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how to pay for the product purchased, whether

in cash or installments.

2.3 Relations between Variables

2.3.1 Green Advertising

Praharjo et al., (2013) in his research entitled "The

Effect of Green Advertising on Perceptions About

Green Brands and Purchasing Decisions (Survey on

Students of the Faculty of Administrative Sciences

2010/2011 Universitas Brawijaya Consumer Bottled

Drinking Water Ades brand) ". The sample

collection uses a purposive sampling method,

conducted at the Faculty of Administrative Sciences

of Universitas Brawijaya in 2010/2011 students who

consume Ades brand drinking water. Data analysis

techniques using descriptive analysis and path

analysis. The results of this study indicate that there

is a significant influence of green advertising

variables on perception variables about the green

brand, and there is a significant influence on green

advertising variables on purchasing decision

variables through the perception variable about

green brands.

2.3.2 Green Brand

The green brand is a perception and association in

consumers' memories, that the brand is committed

and has an interest in the environment (Cretu et al.,

In Mourad and Ahmed, 2012: 523. In previous

studies, the influence of green advertising on

perceptions about green brands and decision

purchase of AMDK Ades (Ardik Praharjo,

Suharyono, Wilopo. 2016) shows positive results,

where the green brand has a positive and significant

influence on the decision to purchase green

products. (Keller et al. in Mourad and Ahmed,

2012:523) states that the green brand can form the

brand's perception that is committed to the action to

care for the environment, consumers are satisfied

with the actions taken by environmentally

responsible brands, in addition, consumers believe in

the actions taken by these brands on its actions for

the environment and consumers feel aware of

choosing a brand because of positive actions towards

based on theoretical studies d an empirical, then the

hypothesis can be arranged as follows:

2.3.3 Green Trust

Customer trust is a long-term fundamental

determinant of consumer behavior (Lee et al. 2011).

Previous literature suggested that customer trust is a

determinant of consumer purchase intentions

(Schlosser et al. 2006). If buyers have trust

experience with sellers, they will have higher

purchase intentions. Thus, consumer confidence is

an antecedent of consumer purchase intentions (van

der Heijden et al. 2003). Abid and Latif (2015)

found that green trust had a positive and significant

effect on the buying behavior of green products.

Putra and Suryani (2015) found that green trust had

a positive and significant effect on green purchase

behavior on organic products in Denpasar. Yan

(2013) research results found that there is a positive

relationship between trust with green purchase

behavior on products that have an environmentally

friendly label. Rizwan et al. (2014) found that green

perceived trust has a positive and significant

relationship to the purchase intention of green

products. Pratama (2014) found that green trust had

a positive and significant effect on the purchase

intention of Phillips green lamps in Surabaya. Based

on the theoretical and empirical studies, the

following hypotheses can be arranged with:

Green advertising influences the purchase

decision of Bright Gas.

Green brand influences the purchase decision

of Bright Gas.

Green trust influences purchasing decisions

Bright Gas

RESEARCH METHOD

The population is an area consisting of objects or

subjects that have certain qualities and

characteristics determined by researchers to be

studied and then drawn conclusions (Sugiyono,

2014). The population used in this study are

consumers who use ultra-rinse molto rinse in the

Bantul region. The population in this study is not

known with certainty. The sample is part of the

number and characteristics possessed by the

population (Sugiyono, 2014). In this study, the

sample used was a portion of consumers from

consumers who use Bright Gas in Bantul.

The sampling technique used in this study isis an

incidental sampling, which technique based on

coincidence, i.e., anyone who accidentally met with

the researcher can be used as a sample if deemed

suitable as a data source. (Sugiyono, 2014).

Sampling is the process of selecting a sufficient

number of elements from the population, so that

research on the sample and understanding of nature

or characteristics will make researchers can

generalize these characteristics or characteristics to

Impact of Go Green on the Decision of Purchasing Bright Gas

105

the population element. By studying the sample, the

researcher will be able to draw generalized

conclusions about the sample population (Sekaran,

2006). In this case, the greater the diversity of the

population, the greater the sample size needed so

that more information can be taken (Sugiyono,

2008). Fraenkel and Wallen in Soehardi Sigit (1993)

suggest the minimum amount of sample size is 100,

where the amount is considered to be representative

of the existing population.

Based on these considerations, this study uses a

sample of 150 respondents scale is Likert used to

measure the attitudes, opinions, and perceptions of a

person or group of people about social phenomena.

With a Likert scale, the variable to be measured is

translated into an indicator variable.

Data analysis techniques used multiple linear

regression analysis to find out how the influence of

variables green advertising, green brand, green trust

on the decision to purchase molto ultra-green

products once rinse. The data obtained were

processed using the SPSS program for windows.

RESULTS

4.1 Regression Variance Test or F

Regression Test or Multiple

Regression Test

Diversity test to determine the best regression line is

often called the F-test. The F test is seen from the

significance value F obtained from processing the

regression data. A good F test is characterized by a

sig F value of ≤ 0.05. The results of the F test are

shown in table 1.

Table.1. ANOVA

Model Sum of

Squares

df Mean

Square

F Sig.

Regression

Residual

Total

51 358 4 12 840 6 148 .001b

71 001 34 2,088

122 359 38

Dependent Variable: Loyalty

Predictors: (Constant), commitment, trust,

social conflict, satisfaction

F test results show that the value of sig = 0.001

or ≤ 0.05 so that it can be concluded that the

regression equation used in this test is a regression

that has a perfect linear regression line.

4.2 Significance of the Regression

Equation

The results of the regression equation test show that

company commitment, trust, conflict, and

satisfaction have a significant effect on loyalty. The

significance value of ≤ 0.05 indicates this result. The

regression equation obtained is as follows:

Y = 0.814 +X 0.2021 + 0.541Xto 20.131X3+

0.142X4

DISCUSSION

The purpose of this study is to analyze and test the

influence of conflict, trustworthiness, company

commitment, and satisfaction within the partnership

relationship between Janu Putera and its partners.

The results of the data analysis show that conflict,

trust, company commitment, and satisfaction have a

significant effect on loyalty. The results of this study

are as follows:

CONCLUSIONS

Based on the analysis of the results of research and

discussion the following conclusions can be drawn:

The purpose of advertising Bright Gas is to promote

an environmentally friendly brand, the message

framework Bright Gas is to illustrate washing faster

and reduce air pollution, the message element of

Bright Gas is to provide advertisements with themes

that tend to display the ease in reducing air

pollution, remind consumers to stay concerned about

the environment and always protect the

environment, and is the basic value or final goal that

will be conveyed by green advertising.

Cittra Bright Gas is very committed to

continuing caring and protecting the environment,

the level of satisfaction in order to meet the

consumption needs of the Green Gas brand that is

environmentally responsible, consumers believe in

Bright Gas as a result of confidence in its

commitment will continue to protect and care for the

environment, and consumers have the awareness to

remember and recognize packaging from Bright

Gas.

Consumer confidence in claims that describe

products as environmentally friendly products,

reputation is a value given to individuals,

institutions, or countries. Reputation cannot be

obtained in a short time because it has to be built up

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for years to produce something that can be valued by

the public. Reputation is also only sustainable and

sustainable if consistent words and deeds, the

company's management efforts to create a

harmonious, harmonious, balanced environment

which will build a good image in the eyes of

stakeholders and the company's commitment to

carry out development, development of companies

that are environmentally sound in a sustainable

manner.

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