ANDRIYANSYAH, NOVI (2026) PENGARUH INOVASI PRODUK DAN IMPLEMENTASI GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK MULTIMEDIA RAMAH LINGKUNGAN DENGAN REGULASI PEMERINTAH SEBAGAI VARIABEL MEDIASI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Suvana Solusi Mandiri which operates in the field of information technology integration systems. The research method used is quantitative with an explanatory research approach using a mediation model to explain the relationship between variables. Data were collected through questionnaires distributed to 160 consumer respondents of CV. Suvana Solusi Mandiri located in the Greater Jakarta area using a purposive sampling technique with certain criteria. Data analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the causal relationship and mediation effects between research variables. The results of the study indicate that product innovation has a significant positive effect on consumer purchasing decisions for environmentally friendly products. The implementation of green marketing has a significant positive effect on purchasing decisions for environmentally friendly products in the company. Product innovation has a significant positive effect on government regulations in force in Indonesia. The implementation of green marketing has a significant positive effect on government regulations in encouraging sustainability. Government regulations have a significant positive effect on consumer purchasing decisions for environmentally friendly products. Government regulations are able to partially mediate the effect of product innovation on purchasing decisions for environmentally friendly products. However, government regulations were unable to mediate the effect of green marketing implementation on purchasing decisions for environmentally friendly products, as the significance value was greater than 0.05. The implications of this research provide insights for companies to improve green product innovation and green marketing strategies to optimally drive consumer purchasing decisions. Furthermore, this research also contributes to the government's efforts to formulate regulatory policies that effectively and sustainably support the development of environmentally friendly products in Indonesia. Keywords: Product innovation, green marketing, government regulations, purchase decisions, Multimedia. Suvana Solusi Mandiri yang bergerak di bidang sistem integrasi teknologi informasi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan explanatory research menggunakan model mediasi untuk menjelaskan hubungan antar variabel. Data dikumpulkan melalui kuesioner yang disebar kepada 160 responden konsumen CV. Suvana Solusi Mandiri yang berada di wilayah Jabodetabek menggunakan teknik purposive sampling dengan kriteria tertentu. Analisis data dilakukan dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hubungan kausal dan efek mediasi antar variabel penelitian. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif signifikan terhadap keputusan pembelian produk ramah lingkungan pada konsumen. Implementasi green marketing berpengaruh positif signifikan terhadap keputusan pembelian produk ramah lingkungan di perusahaan tersebut. Inovasi produk berpengaruh positif signifikan terhadap regulasi pemerintah yang berlaku di Indonesia. Implementasi green marketing berpengaruh positif signifikan terhadap regulasi pemerintah dalam mendorong keberlanjutan. Regulasi pemerintah berpengaruh positif signifikan terhadap keputusan pembelian produk ramah lingkungan среди konsumen. Regulasi pemerintah mampu memediasi secara parsial pengaruh inovasi produk terhadap keputusan pembelian produk ramah lingkungan. Namun, regulasi pemerintah tidak mampu memediasi pengaruh implementasi green marketing terhadap keputusan pembelian produk ramah lingkungan karena nilai signifikansinya lebih besar dari 0,05. Implikasi penelitian ini memberikan wawasan bagi perusahaan untuk meningkatkan inovasi produk hijau dan strategi green marketing guna mendorong keputusan pembelian konsumen secara optimal. Selain itu, penelitian ini juga memberikan kontribusi bagi pemerintah dalam merumuskan kebijakan regulasi yang mendukung perkembangan produk ramah lingkungan di Indonesia secara efektif dan berkelanjutan. Kata kunci: Inovasi produk, green marketing, regulasi pemerintah, keputusan pembelian, Multimedia.
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