PENGARUH GREEN PERCEPTION, GREEN MARKETING, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PUPUK ORGANIK

Lista Syahrun Lo'ong; Rosida Panuki Adam; Lindanur Sipatu; Abdul Azis R.

doi:10.31764/jmm.v10i4.40197

PENGARUH GREEN PERCEPTION, GREEN MARKETING, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PUPUK ORGANIK

Lista Syahrun Lo'ong, Rosida Panuki Adam, Lindanur Sipatu, Abdul Azis R.

Abstract

Abstrak: Kesadaran masyarakat terhadap pentingnya penerapan pertanian berkelanjutan di Indonesia mengalami peningkatan, salah satu bentuk penerapan pertanian ramah lingkungan adalah penggunaan pupuk organik. Kondisi tersebut menunjukkan bahwa aspek lingkungan mulai menjadi pertimbangan penting dalam penggunaan produk pertanian yang lebih ramah lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi hijau, pemasaran hijau, dan media sosial terhadap keputusan pembelian pupuk organik di Kecamatan Ampana Kota. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data dikumpulkan melalui kuesioner, dengan instrumen penelitian menggunakan skala Likert lima poin berdasarkan indikator variabel penelitian. Sampel ditentukan menggunakan purposive sampling sebanyak 100 responden pengguna pupuk organik di Kecamatan Ampana Kota. Data dianalisis menggunakan IBM SPSS Statistics 27 dengan metode analisis regresi linier berganda. Hasil penelitian menunjukan bahwa secara simultan green perception, green marketing, dan media sosial tidak berpengaruh signifikan terhadap keputusan pembelian. Secara Parsial, Media Sosial berpengaruh signifikan terhadap Keputusan Pembelian, meskipun dengan arah hubungan negatif, yang mengindikasikan bahwa paparan informasi melalui media sosial belum tentu mendorong peningkatan keputusan pembelian.

Abstract: Public awareness of the importance of sustainable agricultural practices in Indonesia has increased, with the use of organic fertilizer being one form of environmentally friendly agricultural implementation. This condition indicates that environmental considerations have become an important factor in the adoption of more sustainable agricultural products. This study aimed to determine the effects of green perception, green marketing, and social media on organic fertilizer purchasing decisions in Ampana Kota District. This study employed a quantitative approach with an associative research design. Data were collected through questionnaires, with the research instrument using a five-point Likert scale based on the indicators of each research variable. The sample was selected using purposive sampling, involving 100 respondents who had used organic fertilizer in Ampana Kota District. The data were analyzed using IBM SPSS Statistics 27 through multiple linear regression analysis. The results showed that green perception, green marketing, and social media simultaneously had no significant effect on purchasing decisions. Partially, social media had a significant effect on purchasing decisions, although the relationship was negative, indicating that exposure to information through social media does not necessarily encourage an increase in purchasing decisions.

Keywords

Green Perception; Green Marketing; Social Media; Purchase Decision; Organic Fertilizer.

Full Text:

DOWNLOAD [PDF]

References

Adam, R. P. (2025). Digital marketing based on social media marketing in marine tourism destinations. International Journal of Data and Network Science, 9(3), 645–652. https://doi.org/10.5267/j.ijdns.2024.7.016

Adam, R. P., Al-Manan, O. R., & Oktiawati, U. Y. (2025). Green Marketing Pertanian Di Era Digital. CV Saba Jaya Publsher.

Anjani, S., & Perdhana, M. S. (2021). Green Marketing Mix Effects On Consumers’ Purchase Decision: A Literature Study. Diponegoro Journal of Management, 10(1), 8. http://ejournal-s1.undip.ac.id/index.php/dbr

Ansyori, Lamdo, H., Anissa, N., Putri, T. L., Soleha, Mar’ah, D. L., & Fahmi, P. M. (2026). Comparative Effects of Plant and Animal Liquid Organic Fertilizers on Soil Fertility, Nutrient Uptake, and Shallot Yield in Ultisols. Agro Bali : Agricultural Journal, 9(1), 197–213. https://doi.org/10.37637/AB.V9I1.2654

Farradia, Y., Mora, Kusumawati, I., & Widodo, W. (2021). The Influence Of Green Marketing Mix On Green Purchase Intention In Using Eco-Friendly Products. International Journal of Economy, Education and Entrepreneurship (IJE3), 1(3), 177–285. https://doi.org/10.53067/IJE3.V1I3.42

Feng, Y., Feng, Y., & Liu, Z. (2025). Influencing Factors of Residents’ Green Perception Under Urban–Rural Differences: A Socio-Ecological Model Approach. Sustainability (Switzerland), 17(8), 3475. https://doi.org/10.3390/su17083475

Fritz, M., Grimm, M., Keilbart, P., Laksmana, D. D., Luck, N., Padmanabhan, M., ... & Tamtomo, K. (2021). Turning Indonesia organic: Insights from transdisciplinary research on the challenges of a societal transformation. Sustainability, 13(23), 13011.

Gaozhan, K. R. A., Dani, M., Oqui, Z. C. N., Dewi, F., Ramadhan, M. I., & Adam, R. P. (2026). Pengaruh Kualitas Informasi dan Social Media Engagement Terhadap Keputusan Pembelian Mahasiswa Manajemen Universitas Tadulako Pada UMKM Radja Penyet Mas Fais. Jurnal Ilmiah Manajemen, Ekonomi Dan Akuntansi, 6(1), 563–579. https://doi.org/10.55606/JURIMEA.V6I1.1966

Hartanto, P., Hurriyanti, R., & Dirgantari, P. D. (2023). Pengaruh green perceived value (GPV) dan green brand knowledge terhadap purchase intention to buying green product melalui attitude toward purchasing. Jurnal Manajemen Dan Organisasi (JMO), 14(1), 15–33. https://doi.org/10.29244/jmo.v14i1.44626

Khoirunadiya, K. (2025). Uji Validitas dan Reliabilitas Kemandirian Remaja Pondok Pesantren. Jurnal Pendidikan Tambusai, 9(2), 26747–26753. https://doi.org/10.31004/jptam.v9i2.31140

Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ Decision-Making Process on Social Commerce Platforms: Online Trust, Perceived Risk, and Purchase Intentions. Frontiers in Psychology, 11(1), 890. https://doi.org/10.3389/FPSYG.2020.00890/TEXT

Lestiani, E., Maryam, S., & Widayanti, R. (2020). Pengaruh Persepsi Dan Pengetahuan Konsumen Terhadap Ecolabelling Pada Keputusan Pembelian Green Product. Bongaya Journal for Research in Management (BJRM), 3(2), 07–13. https://doi.org/10.37888/bjrm.v3i2.243

Lin, L., & Ming, S. Y. (2020). Study on the Influencing Factors of Farmers’ Purchase Behavior of Organic Fertilizers Based on Logistic Model. Current Journal of Applied Science and Technology, 39(39), 29–43. https://doi.org/10.9734/cjast/2020/v39i3931101

Lubis, A., Effendi, I., & Rosalina, D. (2023). Analisis keputusan pembelian berdasarkan efektivitas promosi media sosial. Insight Management Journal, 3(3), 217–222. https://doi.org/10.47065/IMJ.V3I3.262

Mahmoud, T. O. (2018). Impact of Green Marketing Mix on Purchase Intention. Department of Management, College of Economics AndBusiness,Administration University of Kassala, Kassala, Sudan, 5(2), 127–135.

Osiako, P. O., Wikurendra, E. A., & Abdeljawad, N. S. (2022). concept Environmental awareness. Environmental and Toxicology Management 2, 2, 8–13.

Rusyani, E., Lavuri, R., & Gunardi, A. (2021). Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior. Sustainability 2021, Vol. 13, Page 4601, 13(9), 4601. https://doi.org/10.3390/SU13094601

Sahir, S. H. (2022). Metodologi Penelitian (MS Dr. Ir. Try Koryati. Penerbit KBM Indonesia.

Sitanggang, N. K., & Tjiptodjojo, K. I. (2025). Peran Pemasaran Media Sosial Terhadap Keputusan Pembelian Melalui Kepercayaan. Journal of Business and Economics Research (JBE), 6(1), 10–18. https://doi.org/10.47065/JBE.V6I1.6380

Sumbodo, Y. P., Marzuki, Yudhantara, S. M., & Widiastuti. (2024). Metode Penelitian: Panduan Lengkap untuk Penelitian Kuantatif, Kualitatif dan Campuran. Metode Penelitian Kualitatif.

Suryana, D. (2021). Media Sosial, Word Of Mouth Dan Physical Environment Terhadap Proses Keputusan Pembelian. Jurnal Bisnis Dan Manajemen, 8(1), 38–44. https://doi.org/10.26905/JBM.V8I1.5111

Syarifuddin, & Saudi, I. Al. (2022). Metode Riset Praktis Regresi Linier Berganda Menggunakan SPSS (S. Al Saudi, Ed.). Bobby Digital Center.

Tarigan, N. F., Huda, N., & Nazwirman, N. (2020). Analisis Faktor yang Memengaruhi Green Purchase Intention dan Green Customer Behavior (Studi Kasus Pada Produk Tumblr Starbucks). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 19(1), 32-42.

Taufik, Z. A., Baso, A., Azizah, N., Adam, R. P., & Tadulako, U. (2026). Pengaruh social media marketing dan ewom terhadap minat beli di tiktok shop (studi kasus mahasiswa fakultas ekonomi dan bisnis universitas tadulako). Jurnal Inovasi Manajemen dan Kewirausahaan,7(1), 78–90.

Vania, C., & Ruslim, T. S. (2023). The Effect of Environmental Concern, Attitude, Green Brand Knowledge, Green Perceived Value on Green Purchase Behavior with Green Purchase Intention As A Mediating Variable on Green Beauty Products. Jurnal Ilmiah Manajemen Dan Bisnis, 9(3), 325. https://doi.org/10.22441/JIMB.V9I3.18126

Vironika, P., & Maulida, M. (2025). Green Purchase Behavior in Indonesia: Examining the Role of Knowledge, Trust and Marketing. Challenges - Journal Of Planetary Health, 16(3), 41. https://doi.org/10.3390/CHALLE16030041

You, J. J., Jong, D., & Wiangin, U. (2020). Consumers’ Purchase Intention of Organic Food via Social Media: The Perspectives of Task-Technology Fit and Post-acceptance Model. Frontiers in Psychology, 11(1), 579274. https://doi.org/10.3389/FPSYG.2020.579274/TEXT

Zendrato, M. W., Gulo, N. A., Nazara, L. H. K., Waruwu, V. J., Gulo, S., Gulo, R. R., & Zebua, H. P. (2024). Kajian Penggunaan Pupuk Organik Dan Dampaknya Terhadap Pertanian Berkelanjutan. Jurnal Ilmu Pertanian Dan Perikanan, 1(2), 113-119.

Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International journal of environmental research and public health, 17(18), 6607. https://doi.org/10.3390/IJERPH17186607

DOI: https://doi.org/10.31764/jmm.v10i4.40197