Determination Green Marketing and Consumer Trust in Kausa Indonesia's MSME Buying Interest
DOI:
https://doi.org/10.31000/digibis.v4i2.15658Abstract
Increasing environmental awareness has triggered a shift in consumer preferences towards sustainable products, but MSMEs often face the constraint of skepticism over green claims. This study aims to analyze the influence of green marketing and consumer confidence on buying interest in Kausa Indonesia MSMEs. The urgency of this research lies in the high risk of consumer distrust in the environmental credibility of small business actors. The novelty offered is a specific focus on the context of MSMEs in Indonesia, filling the gap in literature that has been dominated by studies on large corporations. Using a quantitative approach, data was collected through purposive sampling of 97 respondents who understood Kausa Indonesia's products. Data analysis was carried out by multiple linear regression and classical assumption tests. The results of the study show that green marketing and consumer confidence, both partially and simultaneously, have a positive and significant effect on buying interest. The contribution of this study confirms that the success of MSMEs in a competitive market is highly dependent on the integration of authentic green marketing strategies and the strengthening of consumer trust to validate sustainability claims. This result is a strategic reference for MSME actors to build loyalty based on environmental values.
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