Muttaqin, Kharis Izzul (2024) Pengaruh Green Marketing dan Kemajuan Teknologi terhadap Minat Beli Green Product pada Mahasiswa FEB Universitas Merdeka Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Climate change is now the focus of global attention as well as in Indonesia. Environmental problems that every year, there is an increase in attention paid to ecological challenges caused by sloppy industrial and human activities. This is also a starting point in mobilizing the public about the need for go green movements and an opportunity for companies to use green marketing. In the business field, technology enables greater operational efficiency, more innovative product development, and access to a wider global market. This study aims to analyze the influence of green marketing and technological advances on the interest in buying green products in FEB students of Merdeka University of Malang.The population of this study is 3,091 students of FEB Merdeka University of Malang. Using probability sampling techniques and the Slovin formula, a research sample of 97 respondents was obtained. Data was collected through questionnaires distributed online using Google Forms. Data analysis was carried out by validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests to determine the influence of green marketing and technological advances on green product buying interest. The results of this study show that green marketing has a positive and significant influence on the buying interest of green products, but technological advances do not have a significant effect on buying interest or have an influence but not significantly on the buying interest of green products. For some people, consumer behavior is often initiated and influenced by stimuli from outside themselves, both in the form of marketing stimuli and from their environment. The lack of influence of technological advances on buying interest may be based on the answers of respondents who stated that they quite agreed and disagreed. This research provides insight for FEB UNMER Malang students to add the option of purchasing Green Product as one of the efforts to protect the environment.

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