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Archives of Business Research – Vol. 9, No. 12
Publication Date: December 25, 2021
DOI:10.14738/abr.912.11152. Sukoco, A. A., Herdioko, J., & Krisanta, B. E. (2021). Aspects of Green Marketing, Products, Prices, and Buying Interest at Super Indo
Outlets. Archives of Business Research, 9(12). 286-298.
Services for Science and Education – United Kingdom
Aspects of Green Marketing, Products, Prices, and Buying Interest
at Super Indo Outlets
Andreas Ari Sukoco
Management Study Program, Duta Wacana Christian University
Jonathan Herdioko
Management Study Program, Duta Wacana Christian University
Brigitta Evelyn Krisanta
Management Study Program, Duta Wacana Christian University
ABSTRACT
Green marketing is basically a social marketing concept that protects and builds
consumer welfare by paying attention to environmental sustainability. In the
business context, the green marketing aspect is starting to become an aspect that is
used as the basis for showing the advantages of a business. This study aims to see
how green marketing moderates the effect of product and price on consumer
buying interest. The aspects studied in this study include product aspects, price
aspects, green marketing aspects and their influence on buying interest. The study
was conducted in Yogyakarta with random sampling of Super Indo consumers. Field
data collection is carried out in the period from May to July 2021. Data collection is
carried out by distributing questionnaires with validity and reliability tests first.
Data analysis was carried out using the Regression-Moderation model with product
and price aspects as independent variables. Aspects of buying interest as an
independent variable, while the green marketing variable as a moderating variable.
The results of this study indicate that product and price aspects in general still have
an effect on consumer buying interest. Meanwhile, an understanding of green
marketing has a significant influence in moderating the relationship between
products and consumer buying interest in Super Indo retail.
Keywords: green marketing, product, price and buying interest
INTRODUCTION
Background
The retail business is experiencing strong growthquite rapidly from year to year. This is seen
not only from the number of retail players but also from the sales turnover which tends to
increase. Some retail players that can be mentioned include: Continent, Transmart, Hypermart,
Giant, Super Indo, Hero, Matahari, Indomaret, Alfamart and several other retailers. Retail in
Indonesia has experienced a growth of 15% every year and in the pandemic era it is still
growing at around 4.5% (Kontan, February 2021)
This rapid growth cannot be separated from Indonesia's economic growth from year to year
which reaches the range of 5%. This can also be seen from the increase in Gross Domestic
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Sukoco, A. A., Herdioko, J., & Krisanta, B. E. (2021). Aspects of Green Marketing, Products, Prices, and Buying Interest at Super Indo Outlets. Archives
of Business Research, 9(12). 286-298.
URL: http://dx.doi.org/10.14738/abr.912.11152
Product per capita in 2018 of IDR 56 million and increased to IDR 59 million in 2019. ( BPS,
2020)
Super Indo asone of supermarkett in Indonesia participate in coloring the rise of the retail
business. SuperIndo was established in 1997. As of 2019, Super Indo already has 176 outlets
including 7 franchise outlets, namely Super Indo Express. Super Indo outlets are spread across
major cities in Java and southern Sumatra. Each outlet generally sells various products food,
drink and other necessities of life.
Based on retail business competition which is quite tight and environmental trends that lead to
nature conservation, this research is directed to see how consumer perceptions of products and
prices are related to green marketing. Super Indo was chosen in this study with the
consideration that Superindo in its outlets provides a variety of products which in the
production process have taken into account aspects of nature conservation and the importance
of health.
Research Problems
The problem raised in this study is how consumers respond to products and prices at Super
Indo in relation to buying interest and green marketing as moderating variables.
Research Objectives and Limitations
• To find out whether product quality and price have an influence on buying interest
• To find out whether the green marketing aspect moderates the effect of the product on
buying interest
• To find out whether the green marketing aspect moderates the effect of price on buying
interest.
LITERATURE REVIEW
Consumer Buying Interest
Schiffman and Kanuk (2010: 227) explain that consumer purchase intention is a conative aspect
(behavioral). This interest cannot be separated from the purchasing decision process in which
there are external and internal influences on individuals. This influence can go through a long
or short time process depending on the level of individual involvement. After going through the
evaluation process, this interest will be stronger leading to the purchase of a product.
According to Sohel (2015), interest buying is part of the consumer attitude model when an
individual is interested in the product. This interest can arise due to several factors attached to
the product or outlet of a store.
According to Kotler (2013), purchase intention is understood as a consumer's buying interest
in making a purchase, and this intention is influenced by an understanding of the product. The
higher the purchase intention, the more often consumers make purchases.
Product
A product is anything that can be offered to a market for attention, purchase, use, or
consumption to satisfy a want or need (Kotler & Armstrong, 2013). Conceptually, the product
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Archives of Business Research (ABR) Vol. 9, Issue 12, December-2021
Services for Science and Education – United Kingdom
is the subjective understanding of the producer of something that can be offered as an effort to
achieve organizational goals through fulfilling the needs and desires of consumers.
Products are seen and judged by their attributes. According to Peter & Olson (2010) there are
three types of product knowledge levels, namely knowledge about product attributes (physical
and abstract attributes), knowledge about product benefits (functional and psychosocial
benefits), and knowledge about the value of a product.
Price Perception
Schiffman and Kanuk (2010) state that perception is an individual process in interpreting the
information it receives. Price perception is related to how consumers interpret price aspects
according to their views. The interpretation of this price can be interpreted as very cheap,
cheap, expensive or very expensive.
Alfred (2013) says that price is part of the marketing mix that allows revenue generation. In the
context of competition, price is a differentiator against competitors. Price perception is the
consumer's perspective on the price set by the seller.
According to Bei, L & Chiao (2011) the price issomething that consumers have to sacrifice in
the acquisition of goods or services. The fairness of the price perceived by consumers is related
to the satisfaction they receive.
Green Marketing
Green marketing Basically, it is an act of integrating a broad range of activities, which include
product modification, changes in the production process, changes in packaging, to changes in
business services (Rajev, 2016). The main purpose of green marketing is in its main orientation,
namely preserving environmental sustainability. However, when viewed from a business point
of view, green marketing is widely applied as a tool that bridges companies to achieve their
goals, both for the purpose of increasing company profits and for participating in
environmental conservation.
Companies that implement green marketing as their marketing strategy are considered easier
to build a positive company image. This is because it is easier for companies to claim that their
company is a company that is friendly to environmental sustainability (Nuris, 2017).
Research Hypothesis
In this study, the proposed hypothesis is as follows:
- Hypothesis 1: SuperIndo product aspects have an influence on buying interest
- Hypothesis 2: Perception of product prices at Super Indo has an effect on buying interest
- Hypothesis 3: Aspects of Green Marketing moderate the effect of the product on buying
interest
- Hypothesis 4: Aspects of Green Marketing moderate the effect of price on buying interest