Pengaruh Green Packaging terhadap Keputusan Pembelian Melalui Persepsi Harga dan Kualitas Produk: Studi pada Konsumen Produk Mcdonald’ S di Kota Semarang

Abstract

This study aims to analyze the effect of green packaging on price perception, product quality,
and purchasing decisions of McDonald’s products in Semarang City. In addition, this study
also examines the mediating role of price perception and product quality in the relationship
between green packaging and purchasing decisions. The research method used is a
quantitative approach with Structural Equation Modeling (SEM) analysis using AMOS
software. The sample consists of 138 respondents who are McDonald’s consumers in
Semarang City, selected using purposive sampling technique. The results show that green
packaging has a positive and significant effect on price perception, product quality, and
purchasing decisions. Price perception and product quality are also proven to have a
positive and significant effect on purchasing decisions, where product quality has the most
dominant influence. Furthermore, the mediation test results indicate that price perception
and product quality are able to mediate the effect of green packaging on purchasing
decisions. This indicates that the implementation of environmentally friendly packaging not
only enhances product image but also influences consumers’ perceptions of price and
quality, thereby encouraging purchasing decisions. This study implies that companies need
to improve the implementation of green packaging consistently and communicatively in
order to enhance consumer perceptions more effectively. In addition, companies should
maintain product quality and ensure that pricing is aligned with the perceived benefits
received by consumers. Future research is recommended to include additional variables
such as brand image or customer satisfaction and to expand the research scope to obtain
more comprehensive results.