Article Sidebar

Download
PDF

Main Article Content

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga dan promosi terhadap preferensi konsumen produk ramah lingkungan pada PT Karya Rappo Indonesia di Kota Makassar. Populasi penelitian adalah konsumen yang pernah membeli produk ramah lingkungan dari PT Karya Rappo Indonesia di Kota Makassar. Jumlah populasi tidak dapat ditentukan secara pasti karena adanya pertambahan konsumen secara berkelanjutan. Penentuan ukuran sampel menggunakan rumus Malkhotra dengan pendekatan jumlah variabel dikalikan 5, sehingga diperoleh 120 responden. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner. Metode analisis data menggunakan regresi berganda dengan bantuan SPSS versi 22. Hasil penelitian menunjukkan bahwa variabel harga (X1) dan promosi (X2) berpengaruh positif dan signifikan <0,05 terhadap preferensi konsumen (Y) produk ramah lingkungan. Variabel promosi memiliki pengaruh lebih dominan dengan koefisien regresi sebesar 0,489 dibandingkan variabel harga dengan koefisien regresi sebesar 0,425.

Keywords

Harga Promosi Frekuensi Konsumen

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Rusli, Jumri, S., Asrianto, Mattarima, & Asy’ari, A. H. (2025). Pengaruh Harga dan Promosi Terhadap Frekuensi Konsumen Produk Ramah Lingkungan Pada PT Karya Rappo Indonesia. Economics and Digital Business Review, 7(1), 565–574. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/3336
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abduh, T., Remmang, H., Abubakar, H., & Karim, A. (2024). Entrepreneurship and MSME market orientation toward creative industries: Society Era 5.0 in Makassar city. Asian Economic and Financial Review, 14(2), 76-87. https://doi.org/10.55493/5002.v14i2.4964
  2. Ahmad, A. (2025). Traditional Clothing to Increase the Competitiveness of MSEMs in the Tourism Sector in South Sulawesi Province. International Journal of Commerce and Finance, 11(2), 33-52.
  3. Asrianto, A., & Utami, D. (2025). Analisis Pengaruh Kompensasi dan Disiplin Kerja terhadap Kinerja Karyawan pada CV. Indo Retail Abadi di Makassar. Economics and Digital Business Review, 6(2), 1298-1306.
  4. Bahtiar, A. S., & Karim, A. (2021). The Role of BUMDes in Sustainable Economic Development at Enrekang Regency. Journal of Logistics, Informatics and Service Science, 1, 117-132. https://doi.org/10.33168/LISS.2021.0108
  5. Chahyono, Azis, M., & Karim, A. (2025). Production, innovation, and creativity management model of MSMEs F&B service in Makassar City, Indonesia. Asian Economic and Financial Review, 15(5), 811–844. https://doi.org/10.55493/5002.v15i5.5396
  6. Chahyono., Karim, A., Ruslan, M., & Idris, M. (2024). Work Engagement and Person-Job Fit as Catalysts for Employee Performance Excellence in Indonesia’s Agricultural Domain. Journal of Logistics, Informatics and Service Science, 11(10), 86-113. https://doi.org/10.33168/JLISS.2024.1006
  7. Daga, R., Karim, A., Nawir, F., Lutfi, A., & Jumady, E. (2024). Analysis of Social Media Marketing Technology and Online-Based Consumer Purchase Interest in South Sulawesi. Quality–Access to Success, 25(199), 330-337. https://doi.org/10.47750/QAS/25.199.36
  8. Dewi, R., Azis, M., Rauf, A., Sahabuddin, R., & Karim, A. (2022). Empowering communities on the feasibility of local chicken livestock business in South Sulawesi Province, Indonesia. SPECIALUSIS UGDYMAS/SPECIAL EDUCATION, 11034-11045.
  9. Hasniati, H., Indriasari, D. P., Sirajuddin, A., & Karim, A. (2023). The Decision of Women in Makassar City to Be Entrepreneurs. Binus Business Review, 14(1), 85-98. https://doi.org/10.21512/bbr.v14i1.8936
  10. Jumri, S., Asrianto, A., Pathullah, P., & Amal, A. (2025). Analisis Faktor Yang Mempengaruhi Tingkat Profibilitas Pada CV. Mughini Ayyu Kartini Makassar. Economics and Digital Business Review, 6(2), 1231-1240.
  11. Karim, A., Ahmad, A., & Hawing, H. (2025). The Effect of Word Discipline and Giving Rewards on Employee Performance at PT Inhutani I Banjarbaru, South Kalimantan. Economics and Digital Business Review, 6(1), 558-566.
  12. Karim, A., Ahmad, A., & Syamsuddin, I. (2024). An empirical study on the impact of village fund on economic growth and poverty alleviation. Journal of Logistics, Informatics and Service Science, 11(9), 333-352. https://doi.org/10.33168/JLISS.2024.0921
  13. Karim, A., Ahmad, A., Remmang, H., & Chahyono. (2025). Implementation of green marketing, quality brand consumer behavior, and impact purchase decisions for precious metal products. International Journal of Management and Sustainability, 14(2), 374–391. https://doi.org/10.18488/11.v14i2.4192
  14. Karim, A., Asrianto, A., Ruslan, M., & Said, M. (2023). Gojek Accelerate Economic Recovery Through the Digitalization of MSMEs in Makassar. The Winners, 24(1). https://doi.org/10.21512/tw.v24i1.9388
  15. Karim, A., Desi, N., & Ahmad, A. (2022). Regional Public Water Company Business Plan for Sustainable Economic in Makassar City, Indonesia. Specialusis Ugdymas, 1(43), 10864-10876.
  16. Karim, A., Musa, C. I., Sahabuddin, R., & Azis, M. (2021). The Increase of Rural Economy at Baraka Sub-District through Village Funds. The Winners, 22(1), 89-95. https://doi.org/10.21512/tw.v22i1.7013
  17. Karim, A., Ruslan, M. ., Chahyono, C., Yunus, M. K. ., & Ahmad, A. . (2024). Fintech P2P Lending in Increasing People’s Purchasing Power in South Sulawesi Province. Journal The Winners. Retrieved from https://journal.binus.ac.id/index.php/winners/article/view/12059
  18. Karim, A., Syamsuddin, I., & Asrianto, A. (2023). Profitability ratio analysis profit growth PT. Gudang Garam Tbk on the IDX for the 2014-2021 period. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(2), 649-660.
  19. Ruslan, M., Menne, F., Yusuf, M., Abubakar, H., & Karim, A. (2025). The Resilience of Small and Medium Businesses in Gowa District During the Covid-19 Pandemic. Calitatea, 26(207), 117-125. https://doi.org/10.47750/QAS/26.207.14
  20. Sukmawati,. Suriani, S., Karim, A., Setiawan, L., & Yunus, M. K. (2025). Building sustainable human resource work meaning: A case study of Generation Z. International Journal of Management and Sustainability, 14(3), 787–802. https://doi.org/10.18488/11.v14i3.4367
  21. Suriani, S., Nur, I., Mardjuni, S., Baharuddin, S. M., & Karim, A. (2024). Budget participation and financial information asymmetry: Behavior of budget users and financial report fraud. Asian Economic and Financial Review, 14(10), 748. https://doi.org/10.55493/5002.v14i10.5201
  22. Sutomo, A., Asrianto, A., Rais, M., & Karim, A. (2024). Good Corporate Governance System for Profit Management in Manufacturing Companies Listed BEI for 2020-2022. Economics and Digital Business Review, 5(2), 922-932.
  23. Wahyuni, N., Kahfi, Z., Karim, A., & Rahim, S. (2025). Disclosure of sustainability reports of financial performance of textile and garment manufacturing companies on the Indonesia stock exchange. International Journal of Management and Sustainability, 14(2), 464–480. https://doi.org/10.18488/11.v14i2.4198
  24. Wahyuni, N., Kalsum, U., Asmara, Y., & Karim, A. (2022). Activity-Based Costing Method as an Effort to Increase Profitability. Jurnal ASET (Akuntansi Riset), 14(2), 297-312. https://doi.org/10.17509/jaset.v14i2.45642