The Analysis ofl fluence Green Advertising ard Green product to Consumer Involvement a{fect to Purchasing Decision Ades Mineml Water ( Case Study: Studeot of Indonesia University)

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ANALYSIS THE INFLUENCE ON GREEN ADVERTISING AND

GREEN PRODUCT TO CONSUMER INVOLVEMENT AND

AFFECT PURCHASING DECISION OF ADES MINERAL WATER

( Case Study Student University of Indonesia)

By

Rara Anggun Tias

ID : 109081100004

INTERNATIONAL MANAGEMENT

FACULITY OF ECONOMICS AND BUSINESS

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH

JAKARTA

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ANALYSIS

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OF ADES

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CERTIFICATION OT COMPREIIENSII'E tr)L{M SHEET

Today

is Thursday

August 1"r, 2013 has been conducted on the student comprehensive

exanination:

l. Name : Rara Anggun Tias

StudenNumber

: 109081100004

3. Depaftrent

4. Thesis tide

: Management

: The Analysis

ofl

fluence Green Advertising ard Green product to

Consumer Involvement a{fect to Purchasing Decision Ades Mineml Water ( Case Study :

Studeot of Iodonesiai University)

After cereful observation and attention to appearence and capabilities relevant fot comprehensive

examination process,

it

was decided that the above stude[t passed

fm

the comprehensive

exami[atiotr was accepted as one of rcquirements to obtain a Bachelor of Economics in The Faculty of Economics and Business SyarifHidayatullah State Islamic University Jakarta.

Jakarta, August 1"1, 2013

Zaenal Muttaqin, MPP ID:19790503 201101 1 006

Sri hidayati, S.Ag., M.Ed lD: 19770608

20ll0l

2 003

Arief Mufraini, LC., M.Si ID: 19170122 200312

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CERTM'ICATION OT THESIS EXAM SHEET

Today is Fiday September 27n, 2013 has beeD conducted on the student thesis examination:

Name

: Rara AnggunTias

2. Student Number : 109081100004

3. Department : Management

4. Thesis

Title

: Analysis ofThe Influence on Green Advertising and

Grcen Product to Consurner Involvement and AIIect Purchasing Decision

of

Ades Mineral Water (Stusy Case: Student University oflndonesia)

After careful obseflation and atkntiotr to appearance and capabilities relevant for thesis examination process,

it

was decided that the above student passed and the thesis was accepted as one of the requirements to obtain a Bachelor of Economics

in The Faculty of

Economics and Business Syarif Hidayatullah State Islamic University Jakarta.

Jakarta, September 27, 2013 1. Leis Suzanawaty, SE, M.Si.

TD. 19720809 200501 2 004

2. Sri Hidayati, S.Ag, M.Ed rD. 19770608 201101 2 003

,ilr,

Chairman

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Secletary

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Expert Examiner 3. Ade Suherlan, MBA" MM

rD. 19800525 200912

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4. DR. H A. Dumyati Basho

,MA

rD. 19700106 200312

I

001

cond Supewisor 5. Cut Edka Ananda F. SE. MBA

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Name

ID Faculty Major

STATEMENT

OF AUTHENTICITY

SCIENTIFIC WORK

RaIa AnggunTias

109081100004

Economy and Business

Iatemational Marketing Managemeut

Hereby declare that this thesis is my own work which is the result

of

researclL processing, and analysis ofmy own, and do not constitute plagiarism or replication oflhe works or research results ofothers.

If proven _thisthesis plagiarism or replication, then the thesis is considered to fall and had to do some research for a new thesis composing and the test repeated.

Such statement was made,

with all

the consequences that aris€ later

became my responsibility.

Jakart4 11 September 2013

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ii Curiculum Vitae

A. Personal Data

1. Name : Rara AnggunTias

2. Place and Date Birth : Curup, 22 September 1991 3. Religion : Islam

4. Status : Single

5. Adress : Jln. Nurul Huda no. 17 RT 02/01 Desa Cempaka Putih Kab. Tanggerang Selatan 6. Nationality : Indonesia

7. Email : anggunr@yahoo.co.id

raraangguntias@gmail.com

B. Family Data

1. Father : Subroto

2. Mother : Sri Widiayanti

3. Children : First Daugther from three brothers

C. Formal Education Data

1. 1997 – 2003 : SDN 102 Curup 2. 2003 – 2006 : SMPN 2 Curup 3. 2006 – 2009 : SMAN 2 Curup

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iii

ABSTRACT

This research aims to analyse of Green Advertising and Green Product influence to consumer involvement and affect purchasing of Ades mineral water in Indonesia University Depok. Purposive sampling method has been selected to obtain data required at this study. The research utilizes 100 respondents and overall of respondents are student Indonesia University who are buying and consume Ades Mineral Water.

Analytical method used is path analysis. The result of this reseacrh shows that: green advertising and green product have significant influence simultaneously and partially on consumer involvement on first structural equation. The second structure equation shows that: the green advertising, green product and consumer involvement have significant influence simultaneously on purchasing decision. Green advertising and green product have not significant influence partially on purchasing decision, but the variable consumer involvement have significant influence partially on purchasing decision.

Keyword: green advertising, green product, consumer involvement, purchasing decision

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ABSTRAK

Penelitian ini bertujuan untuk menanalisis pengaruh green advertising dan green produk terhadap keterlibatan konsumen dan dampaknya pada keputusan pembelian pelanggan pada air mineral Ades di Universitas Indonesia Depok. Metode Purposive sampling telah dipilih untuk memperoleh data dalam penelitian ini. Penelitian ini menggunakan 100 responden dan keseluruhan responden adalah mahasiswa Universitas Indonesia yang sudah membeli dan mengkonsumsi air mineral Ades.

Metode analisis yang digunakan adalah path analysis. Hasil penelitian ini menunjukkan bahwa green advertising dan green produk secara simultan dan parsial berpengaruh signifikan pada keterlibatan konsumen pada persamaan struktur pertama. Pada persamaan struktur kedua menunjukkan bahwa green advertising, green produk dan keterlibatan konsumen berpengaruh significant terhadap keputusan pembelian pelanggan. Secara parsial Green advertising dan Green produk tidak berpengaruh significant terhadap keputusan pembelian, tetapi variabel keterlibatan konsumen dan keputusan pembelian secara parsial berpengaruh significant terhadap keputusan pembelian.

Kata Kunci: Green Advertising, Green Produk, Keterlibatan Konsumen, Keputusan Pembelian

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v FOREWORD

Assalammualaikum Wr. Wb

Alhamdulillahhirobbil alamin all praise and thanks to ALLAH SWT for all his guidance and favor, which always gives hints of inner strength and as well as health. So that I can complete this thesis to attain a Bachelor of Degree Economic Program Study International Management at the Faculty of Economics and business of UIN Syarif Hidayatullah, Jakarta.

In the process of drafting this thesis author very aware of all the shortcomings, but with the blessing of ALLAH SWT, hard work, prayers, and never ending support given by families, friends, and faculty supervisor. This thesis can be solved eventually, the profuse gratitude I say to:

1. Mama and Papa are no cease making me as a child the best, thank you for your support and prayers and tears given during this time. Insyaallah there will be no useless. Thank you for always there beside me, without prayer and support you guys I was not anything in the world. Love you Ma.. Pa.. 2. Mr. Prof. Dr. Abdul Hamid, MS as the Dean of the Faculty of Economics

and business of UIN Syarif Hidayatullah Jakarta.

3. Mr. Dr. Ahmad Dumyathi Bashori, MA as the Supervisor I, for the advice that was given to me during the guide in this thesis.

4. Mrs. Cut Erika Ananda F,SE, MBA as the Supervisor g II, for the advice that was given to me during the guide in this thesis.

5. All the Lecturers and employees of the Faculty of Economics and business of UIN Syarif Hidayatullah over all the outpouring of knowledge, assistance, and services.

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vi 6. For both my brother Anti and Jaka thanks to always entertain me when I

was exhausted and replace it with a smile and laughter. Love you Both. 7. To Fitri Aiyasofia, Vera Suciyati, Tatiek Meta Devi, Rama Virda Ayu,

Firas Azhari, Lukman Qomar thanks for everythings guys, don't know how I'm here without you and Thank you for willing to hear all those stories and give support each time, hopefully we can achieve our dreams and our friendship will continue until our parents later. You all rock guys! 8. To the grandmother who always give spirit and continuous prayer to me

for quickly pass, thanks ya Grandma may always given you health and abundant sustenance from ALLAH SWT.

9. To my friends in international management class 2009, thank you for togetherness during the lecture, wish you could quickly guys to complete the thesis and will never forget all the wonderful memories ever undertaken when it became a class mate.

10. To other parties who participated help, can not I mentioned one by one, I say thanks for everything

The author realize there are still many limitations, but the author hopes that the thought-provoking contributions may pass can give benefit to the reader. Wassalammualaikum Wr. Wb

Jakarta, 11 September 2013

Author

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vii

Content

COVER IN Cover

Statement of Authenticity Scientific Work ... i

Curiculum Vitae ... ii

Abstract ... iii

Abstrak ... iv

Foreword ... v

Content ... vii

List of Table ... x

List of Figure ... xii

List of Attachment... xiii

Chapter I Preliminary A. Background ... 1

B. Problem Statement ... 9

C. Research Objective ... 10

D. Benefit Of Research ... 11

Chapter II Review of The Literature A. Marketing Definition ... 12

B. Advertising Definition ... 14

C. Advertising Purpose ... 15

D. Green Advertising Definition ... 17

E. Atittude Toward Green Advertising ... 20

F. Product Definition ... 21

G. Product Classification ... 22

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viii

I. Consumer Involvement ... 27

J. Purchase Decision Definition ... 30

K. Previous Research ... 33

L. Frame of Mind... 38

M. Hypothesis ... 38

Chapter III Research Method A. Scope of Research ... 41

B. Sample Collection Method ... 42

C. Data Collection Method ... 43

1. Primary Data ... 43

2. Skunder Data ... 43

D. Analysis Data Method ... 44

1. Validity and Reability Test ... 46

a. Validity Test ... 46

b. Reability Test ... 46

2. Path analysis ... 47

a. Coeffisien Determination (R2) ... 49

b. F Test ... 49

c. T Test ... 50

E. Variabel Operational Research ... 51

1. Research variabel ... 51

2. Operational Definition ... 51

Chapter IV Analysis A. General Describtion of Research Object ... 56

1. Company Hostory PT. Coca-Cola Bottling Indonesia ... 56

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3. PT. Coca-Cola Company Environtment Program ... 59

B. Analysis and Explanation ... 62

1. Validity Test ... 62

2. Reliability Test ... 64

C. Discovery and Discussion ... 65

1. Characteristic and Data Responden ... 65

2. Responden Rating ... 68

D. Analysis Result ... 88

1. Path Analysis ... 88

a. Relationship Test between sub Variabel ... 88

b. Hypothesis Test ... 92

1) Koefisien Determination (R2) ... 92

2) F Test ... 95

3) T Test ... 99

4) Diagram Path Analysis ... 110

5) Influence Calculation ... 111

Chapter V Conclusion and Implication A. Conclution ... 114

B. Implication ... 115

Bibliography ... 117

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x LIST OF TABLE

Number Decription Page

3.1 Likert Scale ... 44

3.2 Operational Variabel Definition ... 52

4.1 Validity Test Result... 63

4.2 Reliability Test Result ... 64

4.3 Respondent Gender ... 65

4.4 Responden Frequensi Perfaculty ... 66

4.5 Ades Mineral Water Environmental Advertising themed ... 68

4.6 The Examples A New Lifestyle For Safeguarding The Environment ... 69

4.7 Applying the Information Obtained in the advertising Everyday ... 70

4.8 The Advertising Messages That Carried It Well On The Consumer ... 71

4.9 Characterized by eco Friendly Advertising... 72

4.10 The Eco Friendly Logo On Advertising ... 73

4.11 Environmentally Friendly Packaging ... 74

4.12 Characterizes Green Product Packaging ... 75

4.13 The Quality of the Ades Mineral Packaging and Water Supplied Have Been Very Good ... 76

4.14 The Affordable Price Ades Mineral Water ... 77

4.15 The Experience Of The Bad Environment Makes The Ades Mineral Water As An Eco-Friendly Product Options ... 78

4.16 Products that are Fun and Interesting When it consumed and After it Consumed ... 79

4.17 Benefits Provided for Environmental by Ades Mineral Water ... 80

4.18 Easily Recyclable and is Able to Reduce Environmental Waste ... 81

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4.20 Purchase of Ades Mineral Water because Eco Friendly Products ... 83

4.21 The Purchase Based on Recommendations from Friends/tv ads/Brochures/Banners ... 84

4.22 The Interesting New Way In Safeguarding The Environment... 85

4.23 Ades Mineral Water Product is better than similar eco friendly Products86 4.24 The Content after purchase of products of Mineral water Ades ... 87

4.25 Corelation Coefficient ... 89

4.26 Sub Variable Testing ... 91

4.27 Coefficient Determination Strucrure I ... 92

4.28 Coefficient Determination Structure II ... 94

4.29 Analysis of Varian (ANOVA) Structure I ... 95

4.30 Analysis of Varian (ANOVA) Structure II ... 97

4.31 Result Partial Test Structure I ... 99

4.32 The Influence of Green Advertising and Green Product to Consumer Involvement ... 102

4.33 Result Partial Test Structure II ... 103

4.34 The Influence of Green Advertising and Green Product to Consumer Involvement and Affect Purchasing Decision ... 107

4.35 Partial Test Result Structure II after Trimming ... 106

4.36 The Influence of Green Advertising and Green Product to Consumer Involvement and Affect Purchasing Decision after Trimming ... 109

4.37 Coefficient Determination Structure II after Trimming ... 109

4.38 Direct and Indirect Influence Green Advertising (X1) to Consumer Involvement (Y) ... 111

4.39 Direct and Indirect Influence Green Produk (X2) to Consumer Involvement (Y) ... 112

4.40 Direct and Indirect Influence Consumer Involvement (Y) to purchasing Decision (Z) ... 113

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xii LIST OF FIGURE

Number Description Page

2.1 The Five Ms of Advertising ... 15

2.2 Model of Consumer Problem Solving ... 31

2.3 Frame of Mind ... 38

4.1 Ades Mineral Water ... 57

4.2 Green Advertising Message of Ades Mineral Water ... 59

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xiii LIST OF ATTACHMENT

Number Description Page

1 Research Quesioner ... 119

2 Validity and Reliability Test Data... 122

3 Path Analysis Quesioner Data ... 123

4 Respondent Frequncy Distribution ... 126

5 Validity and Reliability Test Result ... 133

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CHAPTER I INTRODUCTION

A. Background

The environment is the most influential in our lives, when awareness for safeguarding the environment is reduced can imagined what would happen on our Earth. Since the last decade of the world awareness of the importance of environmental conservation is increasing very rapidly. This increase is made clear by the presence of large concerns the possibility of environmental catastrophe that threatens not only health, but even to our survival and our descendants. As we know problem about acid rain, greenhouse effect, air pollution and water levels are already at very dangerous, fires and deforestation that threatens the amount of oxygen in our atmosphere, until the waste problem that makes the dizziness of local government.

According to Wibowo (2011) insightful marketing environment is the company's response to the demands of marketers or that the company is more in favor of the environment along with the severity of the damage to the environment. The increasing demands of the community, among others, the impact of a society that is increasingly concerned about the environment and health. In the context of the consumer movement in Indonesia, concern for the environment is not yet of which occur in countries of Europe, America and other developed countries, which had started in the 1970s and 1980s. as revealed by

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research done by Frontier, one of the leading market research agencies in Indonesia, concern for the environment have not been characteristics of consumers in Indonesia generally. However, with increasingly deadly environmental damage occurred, reinforced by the rapid development of information technology that drives the creation of global consumers, predicted in a period of time which is not too long-the number of consumers insightful environment in Indonesia will increase by leaps and bounds. To that end, consumer characteristics mapping needs to be done pro environment in Indonesia in order to create the consumer who loves the environment and increase the use of green products for health.

Focus on Green Marketing, marketing responsible environmental orientation. The concept of environmental marketing it can keep growing due to the growing number of consumers who want a more comfortable environment conditions, and consumers already feel that much of the pollution caused by companies that do not pay attention to the environment of business activities that they are running. So basically a successful business is a business that has a high sensitive of the surrounding environment (Endang, 2007). Green marketing campaigns or programs go green, now is becoming a new movement manufacturers or companies that are committed to developing the marketing environment (green marketing) against environmental liability products that his approach is eco-friendly (go green), on of processing companies trying to create

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packaging that can be more easily recycled by consumers to be more environmentally friendly.

Green marketing is not only known by business world but there are also green advertising and green products. Both are part of the green marketing and when a company is launching a green theme on the agenda since it is advertising and products is the most important part to proceed to the next step. For an attribute theory green advertising is advertising are created to influence the homemakers to buy and use environmentally friendly products in their day activities (Nik Tehrani: 328) and green product is the product's manufactured using organic materials such as long-term durability, packaging, recycle and reduce and sustainable design standards (Nik Tehrani: 12). So, companies are not only selling goods to consumers but the company also gives information about the way of life is good and the company also thought will be given to the impact that the environment after it is finished products used by consumers.

Therefore now in Indonesia have been many companies that carry the green theme in any of its activities such as in the manufacture of advertising on TV or create an event themed green. The use of advertising also rated effective for making the public aware of how important it is to keep the environment, one of the advertising that is often used is the media TV because votes are more easily understood by the consumer and more often seen than load the news or Balliho. It will also divert people's interest from the beginning was not so paying attention to health and the environment have become more selective in determining product

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purchase. Society will lot of switch on green products that many on offer by the market although the selling price of green products are slightly more expensive than normal but the community will prefer to use products with green because it already knew would be beneficial.

When you see the fact that there are in Indonesia right now, in the year 2012 the average percentage of the waste disposed to landfill and drawn amounted to 41.28 percent 35,59 percent burned, buried 7.97 percent, thrown carelessly (into a river, channel, path, etc.) 14.01 percent, and processed (recycled) only 1.15 percent especially from year to year the production and consumption of bottled water are rising steadily and in 2012 the production of bottled water reached 19 billion liters, While plastic bottles is a disposable product. Specifically for the city of Jakarta with a population of approximately 10 million citizen, producing tons of garbage per day, 6500, comprising 53% of household waste and 47% of the garbage industry. This can be deduced from the fact if the waste is a major problem that must be solved by the enterprenuer since most of the garbage is the result of industrial businesses. It is also a challenge to the enterpreneur to create a business that not only keeps consumers remain loyal and secure in consuming goods but also creating products that will not harm the environment after it is consumed by the consumer.

Based on research conducted by the Ministry of the environment of some industries, then there are 4 reasons to cause the industry to put environmental issues as an important aspect in his efforts. First, the environment and efficiency

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because of the realization that the natural resources (matter and energy) is very limited, then anything should be done to reduce their use. Therefore, the industry must devise recycling and efficiency in the use of any material and energy in the production process, which it has implications on the reduction of production costs. Second, the Image of the environment because it has a positive attitude towards the environment is a good thing to be able to grow the next image to enlarge market share. Third, environmental and market opportunities because the market demands of the business and corporate world in terms of environmental management system, which subsequently developed into the granting of certification ISO 14001, then this gives a positive impact on the business world. Fourth, adherence to environmental regulations because although "law enforcement" Government is still weak, however in the event of violations in environmental management or the existence of public complaints as a result of the impact of an industrial activity, then it will negatively impact the reputation of the industry and to achieve the goal, then a company must create a system inputs, processes and outputs are integrated so as to allow the achievement of a company green in a comprehensive manner.

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Here are some list of some names of companies that are already doing green business:

When compared to the total waste that reaches 41.28% in 2013 with amount of total companies now there is many companies that yet awere about their waste in environment . This is where the importance of the application of green advertising and green products not only in sales but also in business activities, as green products and green advertising aims to provide information on how to care for the environment after using products so as not to be bad for the environment as well as sell products made from materials which are harmless and easily recycled by the environment.

Ades mineral Water is a brand of drinking water available in Indonesia. It is marketed as "pure, safe, and trusted drinking water". The Coca-Cola Company acquired the Ades bottled water brand for $20 million in 2000 as part of its $45 million investment in the country since 1999. In the process of making the bottle Ades wear fewer plastic material so easily broken. With the volume of empty bottles broken after smaller, it will save space in the trash. And then also produces carbon emissions footprint smaller when the garbage transported. Ades would like to sweep the young generation who have the power to make changes, open to new opportunities, and is ready to make it happen in real action. The expectation, they are also more critical in buying products that will be consumed

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Ades is also aware of its social responsibility, than that of the stages of manufacture of mineral water bottles to mineral water filling into packaging Ades strives to reduce the impact that may be caused by the operations that affect the environment. Products of mineral water produced by Coca Cola Amatil Indonesia is accompanied with its environmental care campaign Select, drinking and broken. Through these ads Ades Indonesia urge people to squeeze or bruise mineral water bottles whose contents have been drunk. After the empty bottles, broken in pieces and then dumped in the trash.

By using the right marketing strategy without leaving the concern will be the social environment as well as that submitted by Ades Mineral water through media advertising (green advertising) expected the consumer can keep the surrounding environment in order to create a healthy environment.

The research will be conducted at University of Indonesia because University of Indonesia as green campus that have pysical building and 170 ha green lanscape buffer, 30 ha wafer ecosystem, 100 ha city forest are inculding conservation forest, supporting facilities and infrastructur environment buffer of 12 ha. University of Indonesia also establish the green metric ranking of world universities in april 2010 to provide detailed profiles of participating who wish to make the necessary step to promote suistainable operation.

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Based on the explanation above, the reseaearcher is interested to investigated "Analysis of the influence Green Advertising and Green Product to consumer involvement and affect of purchasing decisions Ades Mineral

water", to know how program the Green Advertising and Green Product of the

Ades Mineral water to consumer involvement and affect of purchasing decision on consumers of Ades Mineral water at University of Indonesia.

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1. Problem Statement

a. Is there any significant relationship between Green Advertising and Consumer Involvement to Ades Mineral Water?

b. Is there any significant relationship between Green Products and Consumer Involvement to Ades Mineral Water?

c. Is there any significant relationship between Green advertising and Green Product to Consumer Involvement of Ades Mineral Water?

d. Is there any significant relationship between green Advertising and Purchasing Decision to Ades Mineral Water?

e. Is there any significant relationship between Green products and Purchasing Decision to Ades Mineral Water?

f. Is there any significant relationship between Green Advertising and Green Product to Purchasing Decision of Ades Mineral Water?

g. Is there any significant relationship between Consumer Involvement and Purchasing Decision to Ades Mineral water?

h. Is there any significant relationship between Green Advertising and Green Products to Consumer Involvement and affect of Purchase Decision Ades Mineral water?

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2. Research Objectives

Based on problems that have been formulated, then the purpose of the research is to:

a. To analyze the relationship between Green Advertising against the decision of the purchase of Ades Mineral water.

b. To analyze the relationship between Green Product purchasing decisions against

Ades Mineral water.

c. To analyze relationship between green advertising and green product to Ades

Mineral water

d. To analyze the relationship between green advertising against the consumer involvement of Ades Mineral water

e. To analyze the relationship between green product against the consumer involvement of Ades Mineral Water

f. To analyze the relationship between consumer involvement toward purchasing decision of Ades Mineral water

g. To analyze the relationship between green advertising and green product to consumer involves of Ades Mineral water

h. To analyze the relationship between Green Advertising and Green Product to consumer involvement and affect of purchasing decision against Ades Mineral water.

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3. Benefit of Research

Based on this research, it will provide the following benefits:

a. For Researchers as a marketing management theory application in College earn at the moment and at the same time being able to understand and analyze the existing problems at the company.

b. For the company as your thoughtful donation and contribution on the company that implements the concept of Green Marketing and Green Products.

c. To the University of UIN Syarif Hidayatullah as donations literature library in the form of scientific theses, and can be read by other students and can be made into a guideline on the research to come.

d. For the reader to supplement knowledge and information and can be used as an overview or a guide for undertaking research in other knowledge that have a similar relationship with the research

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CHAPTER II Review of The Literature A. Marketing Definition

According to Kotler Gary (2008:6) marketing is the process by which companies create value for customers and build strong relationships with customers in order to capture value from customers in return. The goal of marketing is to make a sale is not needed anymore. Sales and advertising is only part of the marketing mix a larger set of marketing tools that work together to satisfy the needs of customers and creating relationships with customers.

The aim of marketing is to make selling superfluous and to know, understand the customer so well that the product or service fits him and sell it self. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available Kotler Keller (2009:45). Marketing becomes the important thing for a company that will sell goods to consumers in the market since before starting to market goods and services company will usually can research about their consumer behavior regarding the items to be sold in the market and marketing also became important to consumers because of consumer marketing will know more about the product to be bought and traded.

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Marketing activities and assemble fully integrated marketing program to create, communicate, and deliver value for consumer. Marketing activities come in all forms. According to Kotler Keller (2009:63) classified these activities as marketing-mix tools of four broad kinds:

a) Product: Product variety, Quality, Design, Features, Brand name, Packaging, Sizes, Services, warranties, Returns

b) Price: List price, Discounts, Allowances, Payment period, Credit terms

c) Promotion: Sales promotion, Advertising, Sales forces, Public relation, Direct marketing

d) Place: Channels, Coverage, Assortments, Location, Inventory, Transport

In its own marketing concepts stated that these objectives of the Organization depend on the knowledge of the needs and wants of target markets and delivering the desired satisfaction better than competitors. Focus and customer value is a path to sales and profits, as well as looking at marketing is not as hunting activities but as gardening. The work done is not to find the right product for customers who want to be marketed but find the right product to the customer so that the customer feels the need to be provided they are looking for and they want to be.

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B. Advertising Definition

Koter Keller (2009:538) advertising is any paid from non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisement can be a cost –effectiveness way to disseminate message whether to built a brand preference or to educate people. It mean when use advertising for promote the sale of goods that the company wanted to also try to display or deliver messages contained in those advertisements as using cultural elements or provide education messages contained in the ads that are shown to people who see the ads can also add insight into their thinking.

In developing an advertisement program, marketing managers must always start by identifying the target and buyer motives.

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Then they can make five major decision known as “the five Ms”

Figure 2.1 The Five Ms of Advertising

Source : Kotler Keller Marketing Management (2009)

C. Advertising Purpose

The advertising objectives must flow from prior decisions on target market, brand positioning and the marketing program. An advertising goal is a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time.

Mission

Sales goal

Advertising objectives

Money

Factors to consider: Stage in PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability Message Message generation Message evaluation and selection Message execution Social responsibility Review Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation Measurement Communication impact Sales impact

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Kotler Keller (2009:539) advertising objectives also can be classified according to whether their aim is to inform, persuade, or remind reinforce.

a. Inform

1) Tell the market about new products

2) Advocated the usefulness of certain new products 3) Inform the market about the price change

4) Run the work product 5) Describe services available 6) Correcting a wrong impression 7) Reduce buyer fears

8) Creating a corporate image b. Pursue

1) Creating a brand preference 2) Push the turn to your brand

3) Change the perceptions of customers buy now 4) To persuade customers to buy now

c. Remind

1) Remind customers that the product may be necessary in the near future 2) Reminding customers where to buy these products

3) Maintain these products remain in the minds of consumers during the season

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4) Maintain highest product awareness in the minds of consumers

However advertising help companies in marketing their product, can not deny advertising was instrumental in forming the image of a product that will be marketed to the public.

C. _{Green Advertising Definition}

Green Advertising is advertising are created to influence the homemakers to buy and use environmentaly friendly products in their day activities ( Nik Tehrani : 328) and accoarding to Umit Cengis (2012:209) green advertising is defined as any advertising that explicitly or implicitly addresses the relationship between a product/service and the biophysical environment, promotes a green lifestyle with or without highlighting a products/service and presents a corporate image of environmental responsibility. So, green advertising is the advertising persuade consumers to use stuff made from materials that are not harmful to the environment such as packages that use recycling materials, phosphate free detergents, refill containers and less plastic then giving information for customer how to protect environment.

According to Nasution (2001) green advertising models can include a series of elements that are used to communicate the concern for a company or product on the environment. In addition, an advertisement

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can be said an insightful environment if it meets one or more of these criteria:

a. Either an implicit or explicitly shows the relationship between biophysical environmental products or services. For example the advertised product contains a low carbon footprint so that contribute to global warming decreases or does not contain CFC so it is safe for the preservation of the ozone layer.

b. Promoting a life style environmentally. For example, using public transportation rather than private vehicles to reduce the use of fossil energy or planting trees around the House to reduce carbon dioxide. c. Presents a corporate image that contains the environmental

responsibility, for example, bring up the certificate ISO 14001, economic label or the carbon footprint in their advertising

Green advertising is on the rise, as an ever-increasing number of manufacturers are informing their consumers about pro-environmental aspects of their products and services, Designing water and energy saving products, using recycled and biodegradable materials and supporting environmental causes are prominent environmental claims in the advertising. So, generally Green advertising is required to invite the consumers are aware of the importance of health in the future and maintaining environmental

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sustainability. This is form of marketing goods to consumers and at the same time invite them to make a change in their environment. For example, advertising-oriented environment may contain one or more of the following things: the color green, the natural landscape, eco-labels, statements of concern for the environment, the treatment of raw materials, production process is environmentally friendly and can be recycled.

Umit Cengis (2012:210) green advertisement has the difference with advertising, generally, the most pointed difference is:

1) Advertising is often abstract and gives consumers understanding about basis of green advertising.

2) Message in advertising more clearly then advertising generally for make consumer understand about environmant consern and also give information about product life cycle, production made from environmentally friendly materials and environmental friendly logo contained on green advertising.

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D. _{Attitude toward Green Advertising}

The behavior of consumer who give more attention to the environment, the trigger for more companies to innovate in terms of products and how to display those products. Now there's a little company that makes advertising on the environment is vying for consumers interested in trying to use the products they market.

Accoarding to Gurbuz (2012:60) changing consumer behavior and prefer to consume the green-themed items make the marketers or companies try more creative in marketing its products. In Green advertising marketers seek to change the habit of consumer was not so pay attention to health is becoming more health noting like we know Green advertisement is one of the most important tools which green advertisers use to promote social awareness about eco-friendly products and assist their sales. In order to achieve their target, these

communication tools use some information and claims such as “how the advertiser firm can eliminate environmental damages” and “how the

firm can assist the environmental development. Additionally these eco-friendly claims can be served by integrating with positive environmental messages in order to make them more effective.

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E. _{Product Definition}

Kotler Gary (2008:266) the product is all the things that could be on offer to the market to attract attention, acquisition, use, or consumption that can satisfy a desire or need. The product includes more than just the tangible goods. In a broader sense, the fission products include objects, services, events, people, places, organizations, ideas, or a mix of these entities.

In the market the product to consumers, marketers must also consider what goods should be sold and make the consumer feel satisfied and you buy the item according to the Kotller Keller (2009) there are five level in the manufacture of a product:

a. Core Benefit is the service or benefit the customer is really buying. b. Basic Product is products that complement the core benefit

c. Expected Product is a set of attributes and conditions buyers normally expect when they purchase this product.

d. Augmented Product is exceeds consumers expectation customer expectations. In develop countries, brand positioning and competition take place at this level.

e. Potential Product is encompasses all the possible augmentation and transformations the product or offering might undergo in the future.

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Here is where companies search for new ways to satisfy customers and distinguish their offering.

F. _{Product Classification}

Marketers usually classify products based on product characteristics, durability, appearance, and use (consumer and industry). According to Kotler Keller (2009: 359) product can be classified into several groups:

a. On the basis of durability and appearance

1) Goods are not durable (non durable goods) is a tangible goods normally consumed in one or several times of use. For example: soap and drinks

2) Durable goods (durable goods) is tangible goods normally used many times. For example: wardrobe and clothes

3) The service (service) is intangible, inseparable, and easily exhausted. For example: hair and reparations

b. Based on the use of

According to Kotler Armstrong (2008; 269) products are divided into two major groups based on the type of consumer who using into consumer products and industrial products.

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1) A consumer product is a product that is purchased by the final consumer for personal consumption. Marketers usually classify these products even further based on how consumers buy them. 2) Convenience product is a consumer product that is usually

often and soon purchased the benchmarking effort with customers, and the minimum purchase. For example: soap, candy, newspapers, and fast food.

3) Shopping product is a consumer product that is more rare was purchased and customers compare the suitability, quality, price, and style of the product very closely. For example: furniture, clothing, cars, household appliances.

4) Specialty product is a product with unique characteristics or brand identification in which a group of significant buyers willing to do business with. For example: brand and car variant type, clothing design designer.

5) Unsought product is a consumer product that may not be known to the customer or the product that is probably known to the consumer but normally consumers do not think to buy it. For example: insurance, blood donation

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c. Products industry is a purchased product for further processing or for using in running a business.

1) Raw materials and spare parts are goods that fully enter the resulting product. For example: agricultural products, product components

2) Capital goods industry is a product that helps carry out production or buyer, including material installation and accessories. For example: the factory, offices, generator

3) Equipment and business services are goods and services did not help the development of a durable and final product processing

G. _{Green Product Definition}

Green Product is product manufactured using organic materials such as durability, packaging, reuse and recycle and sustainable design standards ( Nik Tehrani :12) and accoarding to Tan Chai (2010:29) green product is known as an ecological product or environmental friendly product. Defined green product as the product that will not pollute the earth or deplore natural resources, and can be recycled or conserved. It is a product that has more environmentally sound content or packaging in reducing the environmental impact. In other words, green product refers to product that incorporates the strategies in recycling or with recycled

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content, reduced packaging or using less toxic materials to reduce the impact on the natural environment.

Currently consumers began switching by using environment-based products to be used in their daily life, this is because the level of consumer awareness of the importance of safeguarding the environment and health began to increase rapidly. It is therefore now a lot of companies that produce goods that are closely related to the environment, the production sector in a variety of ways can be done. One of them is with the concept of green sustainable product. Green product criteria must have a product that is durable, it does not contain toxins, created from materials which can be recycled and have a minimalist packaging, of course it is not a green product in full, due to the criteria of the product above is still using energy or resources that generate the emissions during the manufacturing process, so green product is where a product delivers the impact as small as possible in its effects on the environment.

The function of the Green Product according to Zulkifli in Zaharia, (2008) include:

a. Remedy: extend the life of the product by fixing some parts, b. Customize back: adding age products by adding the charge, c. Manufacture back: new products based on old products,

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d. Using return: designing products that can be used over and over, e. Recycle: the product may be reprocessed and converted into raw

materials to be used to manufacture the same product f. Reduce: using fewer raw materials or emit less waste.

According to Tan Chai (2010:30) there are general belief about environmental activists that through purchasing environmentally friendly products or green products

1) Quality of the product, green products must be based on the best materials because the product is not just consumed by consumers alone but after use will be processed by the environment or disposed of. 2) Product with recyclable packaging or ecofriendly product make

consumers faithful in the use of green products.

3) Price may be more expensive then another product, but it is not the main factor in preventing consumers from purchasing green products if they are pro-environment.

A very important Rule in a green product is minimizing the disappointment of consumers thus making consumers try and buy a green product. Consumers usually feel that many attribute to make a product to be good. The good strategies give the proof environment in several categories at the same time, such as water pollution, garbage and the manufacturing process.

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H. _{Consumer Involvement}

According to Peter and Olson (2010:84) involvement refers to consumers perceptions of importance or personal relevance for an object, even, or activity. Consumers who perceive that a product has personally relevant consequences are said to be involved with the product and to have a personal relationship with it. The concept of involvement means so much to understand and explain the behavior of consumers, consumers will also be more in knowing about the products needed, such as looking for information or directly observing about that product.

Mowen (2002:83) the involvement of the consumer is perceived personal or consumer interest with respect to the acquisition, disposition, and consumption of goods, services, or ideas. With the ever increasing involvement, consumers have a greater motivation to observe, understand, and elaborating information about purchasing.

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The most important factors affecting the level of consumer involvement are:

a. Types of products into consideration

b. Characteristics of the communications received by consumers

c. Characteristics of the situation where the consumer operations d. Consumer Personality

Consumer involvement become important things when consumer decide to purchase the goods, consumer will be a part in the process. They find the information as much as possible for complete what they need. Two types for consumer involvement:

1) High Involvement.

Situation when Consumer has strong influence willingness for find the information about the product

2) Low Involvement

Situation when consumer has little or no motivation to learn and find information about the product

Mowen (2002:84) the level of involvement affect whether consumers will shift from exposure to attention, and eventually got to a stage of understanding perception. Then there is the difference between

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involvement situation and enduring involvement. Involvement situation is occurred during the short time and period is associated with a specific situation, and enduring involvement occurs when consumers show interest is high and consistent of a product and often spent his time to think about the product.

There are 5 components of dimensions consumer involvement: a. Experiences of Self importance

Products that help people to express a concept of themselves to others

b. The Hedonic importance

Products that can be fun, exciting, exhilarating, fascinating and exciting

c. Practical relevance

The fundamental product or useful for reasons of benefit d. Purchase risk

Products that create uncertainty because a poor choice would be very disturbing

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I. _{Purchase Decision Definition}

According to Peter and Olson (2010:160) consumer purchase decision making is the process of integrating that combines the knowledge to evaluate two or more alternative behavior and choose one of them. The result of the process of integrating this is an option that is presented as cognitive desire behavior. All behavior is based on deliberately on the desire that results when consumers consciously choosing among alternative actions.

The form of the solution of a problem experienced by consumers is decided to buy an item in order to meet the needs of consumers. A consumer perceives a problem because the desired consequences have not been attained, the consumer make decisions about which behavior to perform to achieve their goals and thus solve the problem.

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According to Setiadi (2008) there are several models of problem solving that identifies five basic stages:

Figure 2.2 Generic Model of Consumer Problem Solving

Source : Nugroho J. Setiadi Prilaku Konsumen (2008)

Problem recognition

Search for alternative solution

Evaluation of alternatives

Purchase

Post purchase use and revaluation of chosen alternative

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a. Problem Recognition

Buying process begins when the buyer is aware of the existence of the problem needs. The buyer is aware there is a difference between the real conditions with the condition that she wanted.

b. Search for Alternative Solution

A consumer who started his interest has occurred will be compelled to seek more information.

c. Evaluation Alternative

Consumers form a preference for the brand contained on your device of choice. Consumers also form the purpose of buying for brands they like.

d. Purchase

The consumer decides what items to be purchased as part of life's needs.

e. Post purchase use and revaluation of chosen alternative

After the purchase of a product consumer does will experience some degree of satisfaction or dissatisfaction. The consumer will also be involved in the actions after the purchase and use of products that will interest marketers.

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J. _{Previous Research}

Title/Researcher Result/Conclusion

Setyo Ferry Wibowo (2011)

Environmentally and Consumer characteristics related to the decision to buy eco-friendly products

1. The positive Association between concern for the environment with eco-friendly product buying decisions means that the higher consumer concern about the environment then stages a pre purchase decision making will be increasingly oriented towards the environment that led to the greater consumer confidence that the decision to buy eco-friendly products is appropriate.

2. Positive Associations between sources of reference group opinion with a decision to buy eco-friendly products can be defined: the greater consumer confidence that their opinion will be a source of reference by social groups, then the pre purchase decision making stages will be more oriented towards the environment that led to the greater consumer confidence that the decision to buy eco-friendly products has done is appropriate.

3. Positive relationship between the orientation of brand's decision to buy eco-friendly products.

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Title/Researcher Result/Conclusion

Felisitas Marlanda Prima B, Suprapti Supardi, Nuning

Setyowati (2012)

Type Of Consumer Behavior Of Organic

Vegetables In Supermarkets

Sidoarjo

1. There is any significant between consumer involvement and decision making process of purchasing organic vegetables in supermarkets because of consumer involvement in Sidoarjo District belongs to the high score 28,73 (> 24).

2. There is no any significant between a brand of organic vegetables in supermarkets, with the significance of Sidoarjo 0,132 (> 0.05) means that consumers are aware of only a slight difference between various brands of organic vegetables available in supermarkets in the District of Sidoarjo.

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Title/Reseracher Result/Conclusion

Umit Alniacik and Cengiz Yilmaz

(2012)

The effectiveness of Green Advertising: Influences of claim specificity, products

environmental relevance and consumers pro-environmental

orientation

1. There is not any significant difference between the communication effectiveness of different claim types concerning the high environmental relevance product.

2. H1 is only supported for low environmental relevance product. Further, these results provide empirical support for H2 that proposes a significant influence of product’s environmental relevance on the association between claim specificity and advertising effectiveness.

3. In the low environmental relevance product’s advertising,

specific environmental claims elicit better attitudes toward the ad and the brand; and they produce greater purchase intentions compared to vague claims.

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Title/Reseracher Result/Conclusion

Melisa (2010)

Analysis of the influence of Green Product and Green Advertising Against

the involvement of consumers and their impact On Consumer purchasing decisions on corporate Lakmie

Florist

1. Green Product Variables (X1) indicates a significant influence to be variable involvement of consumers (Y) simultaneously and Green advertising (X2) upside down with the involvement of influential consumers (Y). Partially variable Green product (X 1) showed a significant effect of consumer involvement (Y), Green advertising (X2) showed a reverse relation to effect of consumer involvement variable (Y).

2. Green product Variables (X1) and consumer purchasing decisions (Z) has the influence of the contribution was not significant, because the Green product (X1) cannot create the purchasing decisions of consumers (Z) directly. consumer engagement (Y) against the decision of purchase (Z) Laksmie florist customers have significant effects.

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Title/Researcher Result/Conclusion

Esen Gurbuz, Murat Akin and Ozgur

Karabag (2012)

Content Analysis of

“Green” Claims in

RESEARCH METHODOLOGY

A. Scope of Research

This resecrh was conducted to analyze the influence of green advertising and green product to consumer involvement and affect purchasing decision of Ades Mineral water.

The research will be conduct at Syarif Hidayatullah State Islamic University Jakarta, its implementation in June 2013 until the completion writing, determination of the target is consumer who have purchased Ades Mineral water. The case studies of Ades Mineral Water student Universitas of Indonesia in Depok because University of Indonesia as green campus that have pysical building and 170 ha green lanscape buffer, 30 ha wafer ecosystem, 100 ha city forest are inculding conservation forest, supporting facilities and infrastructur environment buffer of 12 ha. University of Indonesia also establish the green metric ranking of world universities in april 2010 to provide detailed profiles of participating who wish to make the necessary step to promote suistainable operation.

This research used a method quantitative causal research that aims to clarify the effect independent variabel Green Advertising (X1) and Green Product

(X2) to dependent variable Consumer Involvement (Y) and Purchasing Decision

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B. Sample Collection Method

The sample is a portion of the existing population. In this study the sample used is a student of the University of Indonesia in Depok expected they already understand about this research, so as to provide the answers that best fit the field study done. The respondent is a student of the University of Indonesia in Depok who had done a purchasing decision on Mineral water products Ades.

Sampling conducted in this study using the method of Purposive sampling, which the population elements are purposively selected based on the judgement of the researcher. The resercher, exercising judgement or expertise, chooses the elements to be included in the sample, because reserarcher believe that they are representative of the population of interest or are otherwise appropriate Malholtra (2003: 322). The sample used in this study as many as 100 respondents.

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C. Data Collection Method

1. Primary Data

Research Data obtained directly from the source directly based on the questioner that will be shared to the consumer of mineral water product Ades. Primary Data in this study are data obtained directly from the respondent in the form of answers and comments on the research questions and statements in the questionnaire. The questionnaire about Green Advertising, Green product, Consumer Involvement, and purchasing decision on Ades Mineral Water. Respondents were asked to fill out a questionnaire on the answer sheet provided. Then the questionnaire answer sheet collected, selected, processed, and analyzed by researchers.

2. Secondary Data

Secondary Data is data that is obtained indirectly through the media middleman. Secondary Data used in this study come from a variety of sources that can be obtained, namely from journals, books, thesis earlier, and internet media research topics related to search and collect a wide range of reading materials and recognize an existing theory.

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D. Data Analysis Method

To find out how Green Advertising and Green products influence the Consumer Involvement and impact on the purchasing decision Ades Mineral Water, then it can be measured using the likert scale. Likert scale is widely used rating scale that requires the respondents to indicate the degree of agreement or disagreement with each of a series of statements about the stimulus objects Malholtra K Naresh (2003:256).

Table 3.1 Likert Scale ratings

Researcher decides do not use one point of Likert Scale “Neutral”

because the aim of researcher for reducing error when evaluating the result of questionnaire that will be distribute. According Malholtra K Naresh (2003:266) in Scale Evaluation has measurement error, which result in the measurement or observed score being different from the true score of the characteristic being measured.

Description Research

Strongly Agree 4

Agree 3

Disagree 2

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Factor potential sources of error in measurement:

a. Characteristic of the individual that influence the test score, such as intelligence, social desirability, and education

b. Short term or transient personal factors, such as health, emotions, fatigue

c. Situational factors, such as the presence of other people, noise, and distraction

d. Sampling of item included in the scale: addition, deletion, or changes in the scale items

e. Lack of clarity of the scale, including the instruction or the items themselves

f. Mechanical factors, such as poor printing, overcrowding of items in the questionnaire, and poor design

g. Administration of the scale, such as differences among interviewers h. Analysis factor, such as differences in scoring and statistical analysis

Next the data obtained by use of a questionnaire, to which his analysis results will be presented in the form of a table. The results in the form of a table are analyzed based on variable Green Advertising and Consumer Engagement towards Green products as well as their impact on the purchasing decision Ades Mineral Water.

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1. Validity and Reliability Test

a. Validity Test

Validity is a measure that indicates the extent to which the measuring instrument was able to measure what it wants to quantified. (Malholtra, 2003:269).

Validity of the test done by comparing the value of rcalculate with

rtable for the degree of freedom (df) = n – 2, in this case n is the number

of samples. 30-2 = 28 and gained 0.05 alpha rtable = 0.361. If rcalculate is

greater than rtable then the grain question or otherwise valid indicators,

if rcalculate is lower than rtable the grain of questions or indicators were

declared invalid. b. Reliabity Test

Reliability is the extend to which a scale produces consistent results if repated measurements are made on the last Malholtra (2003: 267). The value of variable reliability demonstrated by the Cronbach Alpha coefficient. A variable is said to be the Alpha Cronbach coefficient of Reliability when > 0.60, when the variable is said to be 0.60 < not reliability Malholtra (2003: 268).

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2. Path Analysis

The Path analysis model was used to analyze the patterns of relationships between variables with the aim to find out directly or indirectly influence the set of free variables (exogenous) against the treikat variable (endogenous) (Riduwan Engkos, 2007: 2)

According to Riduwan Engkos (2007: 2) the benefits of path analysis are as follows:

a. Description of the phenomenon studied or researched the problem.

b. the Prediction variable (Y) based on the value of the variable (X) and predictions with path analysis is qualitative.

c. determination of the detreminan Factor variables (X) where the dominant influence of the related variables (Y).

d. can be used to search for the mechanism (line) the influence of the free variable (X) against variables bound (Y).

e. use of model theory Test trimming good test reliability and test new concepts of development.

application of method of trimming is used to correct a structural path analysis model by way of removing the exogenous variables the coefficient of the coaster is not

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significant. Application of method of trimming on each substructure that is formed is done with the following steps: a. Describe the path diagram, the diagram is formed with

significant variables only.

b. recalculate the coefficients of exogenous variables that track after insignificant issued.

c. calculate the R2 coefficient and residual.

This analysis is used to determine the extent of the influence of Green Advertising (X1) and Green Product (X2)

against Consumer Engagement (Y) as well as its impact on purchasing decisions (Z), either directly or indirectly by use of the formula of equation models the two lines as follows:

Y = ρx1yX1+ ρx2yX2+ ρ ε1

Z = ρx1zX1 + ρx2zX2 + ρyzY + ρ ε2

Description:

X1 = Green Advertising

X2 = Green Product

Y = Consumer Involvement Z = Purchasing decision

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a. Cofficient Determination Test (R2)

Test coefficient determination (R2) essentially measures

how much the ability of the model in explaining the variation in the variable independent. The value of the coefficient of determination is between zero and one. The value of R2 that small means the ability of independent

variables in explaining the variation in the dependent variable is very limited. A value that approximates the one means of independent variables provide almost all of the information needed to predict the variation in the dependent variable Ghozali (2006: 87)

b. F Test

F Test aims to find out the effect of the independent variables are jointly against the dependent variable. This is used to test the hypothesis of statistical decision making criteria F as follows:

1) Compares the value of F the calculation result to the value of F according to the table. If the value of Fcalculate

is greater than Ftable, then H0 is rejected and Ha accepted

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2) If Sig t > 0.05 Ha rejected and H0 accepted its means

simultaneously no influence between the independent variables with dependent variables.

3) If Sig t < 0.05 Ha accepted and H0 is rejected, it means

there is a simultaneous influence of independent variables with dependent variables.

c. t Test

T test aims to find out the magnitude of the effect of each independent variable on an individual basis (partial) of the dependent variable. How to do a t-test is as follows:

1) Compares the value of statistics with critical points according to the table. If the value of t statistics calculation result is higher than the value of ttabel, we accept the alternative hypothesis that States that an independent variable affect the dependent variable on an individual basis Ghozali (2006: 91).

2) if Sig t > 0.05 Ha rejected and H0 accepted, it means

that there are no partially influence among independent variables with dependent variables.

3) If Sig t < 0.05 Ha accepted and H0 rejected, it means that

there are influences between partially independent variable with dependent variable.

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E. Operational Variable Research

1. Variabel Research

a. Dependent variable

Related variables in this study was the involvement of Consumers (Y) and (Z) Purchase Decision

b. Independent Variable

Free variables in this study is Green Advertising (X1) and Green

products (X2)

2. Oprational Variable

Operational variable is a concept that has a value of variation applied in a research. The following is a table of operational variables in this study:

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Table 3.2

Operational Variabel Definition Variable Variable

Concept

Dimension/Sub. Variable

First Indicator Measurement Scale Green Advertising (X1) (Umit Alniacik and Cengis Yilmaz, Jurnal Vol XIV NO.31

(2012)

Defined as any ad that explicitly or implicitly addresses the relationship between a product/servi

ce and the biophysical environment

Advertising

1. Understand the Green advertising Ades Mineral water Likert Scale Messages

1. understand the message of the Green 2. Knowing the information contained on Green advertising

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Variable

Green Product (X2)

(Tan Booi Chen and Lau Teck

Chai, Journal Vol 4 NO 2

(2010) Variable Concept Green Product refers to product that incorporates the strategies in recycling recycled content, reduced packaging, using less toxic Dimension/Sub. Variable 1. Recyclable packaging 2. Quality 3. Price Main Indicator

1. The eco-friendly products

2. The process made by best material

3. The price of eco-friendly

product

Measurement Scale

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Variable Variable

Concept

Dimension/Sub Variable

Main Indicator Measurement Scale

Consumer Involvement

(Y)

(Jhon C. Mowen and Michael Minor, Perilaku

Konsumen, (Jakarta: (Erlangga, 2002) Personal or consumer interest with respect to the

acquisition, disposition, and consumption of goods, services, or ideas.

Low and high involvement

1. Self experience

important 2. Hedonic

importance 3. Practical

relevance 4. Purchase

risk

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55 Variable Consumer Purchase Decision (Z)

(Peter J Paul and Olson Jerry C.

Consumer Behavior &

Marketing Strategy. New York: McGraw-Hill. 2010 )

Variable Concept

the process of integrating That combines the knowledge to evaluate two or more alternative behavior and choose one of

them. Dimension/Sub. Variable Introduction to the problem Main Indicator

1. Aware of the needs of eco-friendly products Measurement scale Likert Scale Search Information

2. Search for information Evaluation

alternative

3. Hold a selection of alternatives Purchase 4. Product

Selection Post purchase

behavior

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CHAPTER IV

ANALYSIS A. General Describtion of Research Object 1. PT. Coca-Cola History

The Coca-Cola Company was founded in 1892 by Asa g. Chandlerdi of Atlanta, who also patented the trademark Coca-Cola, this company is the parent of all bottling company which has the Coca-Cola trademark around the world with Countries providing raw materials. Starting in 1893, The Coca-Cola Company build its plant outside Atlanta. the President of The Coca-Cola Company (1919-1955), Robert W.

PT Coca Cola present on Earth this circa 1927 Persada, when De Indische Mineral Water Fabriecj Nederland (Netherlands Indies Mineral water Factory) membotolkannya for the first time in Batavia (Jakarta). In 1971, founded the first modern bottling factory in Indonesia with the new name of PT. Djaya Beverages Bottling Company. In Indonesia, The Coca-Cola Company through PT Coca-Cola Indonesia partnered with Coca-Cola Amatil, one of the bottling plant which has a network license of trademarks The brands of the Coca-Cola Company the largest.

Coca-Cola Amatil Indonesia (CCAI) is a leading manufacturer and distributor of non-alcoholic ready to drink beverages and has been operating in Indonesia and distributes under license, the trade market products of the Coca-Cola Company.

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CCAI currently has 9 manufacturing plants across Indonesia: Cibitung, Cikedoan, Bandung, Semarang, Surabaya, Bali, Medan, Padang, and Lampung and operates with over 80 Distribution Centers across Indonesia. For sourcing raw material, services and non product related items CCAI has over 2,500 suppliers within its supply chain.

2. Ades Mineral Water

In 2002 the product introduced on the market with the Ades Bottled basic colored light blue and dark blue edges and in 2011 the coca cola company launches new packaging Ades claimed more environment friendly with display base color white with green edges. Logo of Ades also experienced changes namely pictures leaves and green shaped like windmills.

Figure 4.1 Ades Mineral Water

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The coca cola company acquired the ades brand kemasarn for $ 20 million in 2000 as part of a $ 45 million investment in the country since the year 199 under international tbk PT Wira akasha. The launch of The new AdeS Coca-Cola Company showcases AdeS as drinking water in containers that are pure, safe and reliable, which is guaranteed by The Coca-Cola Company. Ades bottled bottles wore less plastic material so easily broken. With the volume of the empty bottle is smaller after broken, it will save space in the trash. And furthermore also produces carbon emissions footprint smaller when the garbage transported. With this new look, Ades has noble mission to bring Indonesia better through simple actions for the environment.

The move gives the change: a) Choose

High quality mineral water from the Coca-Cola company b) Drink

Enjoy the freshness c) Crush

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133

Attachment 5: Validity and Reliability Test Result

No

Question

Table

Value

Calculated

Value

Status

1 Green

Advertising

0,36

0.138 Invalid

2 Green

Advertising

0,36

0555

Valid

3 Green

Advertising

0,36

0.536 Valid

4 Green

Advertising

0,36

0.433 Valid

5 Green

Advertising

0,36

0.552 Valid

6 Green

Advertising

0,36

0.693 Valid

7 Green

Advertising

0,36

0.278 Invalid

8 Green

Product

0,36

0.349 Invalid

9 Green

Product

0,36

0.652 Valid

10 Green

Product

0,36

0.534 Valid

11 Green

Product

0,36

0.016 Invalid

12 Consumer

Involvement

0,36

0.568 Valid

13 Consumer

Involvement

0,36

0.710 Valid

14 Consumer

Involvement

0,36

0.674 Valid

15 Consumer

Involvement

0,36

0.427 Valid

16 Consumer

Involvement

0,36

0.699 Valid

17 Purchasing

Decision

0,36

0.513 Valid

18 Purchasing

Decision

0,36

0.635 Valid

19 Purchasing

Decision

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134

20 Purchasing

Decision

0,36

0.510 Valid

21 Purchasing

Decision

0,36

0.485 Valid

Reliability Test Result

Attachment 6: SPSS Output Result

Correlations

GREEN ADVERTISING

GREEN PRODUCT

CONSUMER INVOLVEMENT

PURCHASING DECISION

GREEN ADVERTISING

Pearson Correlation 1 ,713** ,681** ,516**

Sig. (2-tailed) ,000 ,000 ,000

N 101 101 101 101

GREEN PRODUCT

Pearson Correlation ,713** 1 ,795** ,513**

Sig. (2-tailed) ,000 ,000 ,000

N 101 101 101 101

CONSUMER INVOLVEMENT

Pearson Correlation ,681** ,795** 1 ,689**

Sig. (2-tailed) ,000 ,000 ,000

N 101 101 101 101

PURCHASING DECISION

Pearson Correlation ,516** ,513** ,689** 1

Sig. (2-tailed) ,000 ,000 ,000

N 101 101 101 101

**. Correlation is significant at the 0.01 level (2-tailed).

Reliability Statistics

Cronbach's

Alpha

N of

Items

(3)

135

Structure I

Variables Entered/Removeda

Model Variables

Entered

Variables Removed

Method

GREEN PRODUCT, GREEN

ADVERTISINGb

. Enter

a. Dependent Variable: CONSUMER INVOLVEMENT b. All requested variables entered.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 ,811a ,658 ,651 ,2971

a. Predictors: (Constant), GREEN PRODUCT, GREEN ADVERTISING

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 16,668 2 8,334 94,413 ,000b

Residual 8,651 98 ,088

Total 25,319 100

a. Dependent Variable: CONSUMER INVOLVEMENT

b. Predictors: (Constant), GREEN PRODUCT, GREEN ADVERTISING

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

(Constant) ,045 ,209 ,215 ,830

GREEN ADVERTISING ,239 ,086 ,234 2,782 ,006

GREEN PRODUCT ,694 ,093 ,628 7,459 ,000

(4)

136

Structure II

Variables Entered/Removeda

Model Variables

Entered

Variables Removed

Method

CONSUMER INVOLVEMENT , GREEN ADVERTISING, GREEN

PRODUCTb

. Enter

a. Dependent Variable: PURCHASING DECISION b. All requested variables entered.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 ,698a ,487 ,471 ,3839

a. Predictors: (Constant), CONSUMER INVOLVEMENT, GREEN ADVERTISING, GREEN PRODUCT

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 13,561 3 4,520 30,672 ,000b

Residual 14,295 97 ,147

Total 27,856 100

a. Dependent Variable: PURCHASING DECISION

b. Predictors: (Constant), CONSUMER INVOLVEMENT, GREEN ADVERTISING, GREEN PRODUCT

(5)

137

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

(Constant) ,779 ,270 2,881 ,005

GREEN ADVERTISING ,146 ,115 ,136 1,266 ,209

GREEN PRODUCT -,182 ,150 -,157 -1,208 ,230

CONSUMER

INVOLVEMENT ,756 ,131 ,721 5,794 ,000

a. Dependent Variable: PURCHASING DECISION

Setelah Trimming

Variables Entered/Removeda

Model Variables

Entered

Variables Removed

Method

CONSUMER INVOLVEMENT

. Enter

a. Dependent Variable: PURCHASING DECISION b. All requested variables entered.

Model Summary

Model R R Square Adjusted R

Square

Std. Error of the Estimate

1 ,689a ,475 ,469 ,3862

a. Predictors: (Constant), CONSUMER INVOLVEMENT

ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 13,213 1 13,213 88,573 ,000b

Residual 14,619 98 ,149

Total 27,832 99

a. Dependent Variable: PURCHASING DECISION b. Predictors: (Constant), CONSUMER INVOLVEMENT

(6)

138

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

(Constant) ,757 ,225 3,368 ,001

CONSUMER

INVOLVEMENT ,724 ,077 ,689 9,411 ,000