LABELISASI KEAMANAN PANGAN DAN GREEN MARKETING SEBAGAI STRATEGI PENINGKATAN MINAT BELI PRODUK PERIKANAN DI MARKETPLACE DIGITAL

Soni  Harsanto; Jefri Putri Nugraha; Djoko  Surahmat

doi:10.34127/jrlab.v14i3.1788

Authors

Soni Harsanto Politeknik Kelautan dan Perikanan Sidoarjo
Jefri Putri Nugraha Politeknik Kelautan dan Perikanan Sidoarjo
Djoko Surahmat Politeknik Kelautan dan Perikanan Sidoarjo

DOI:

https://doi.org/10.34127/jrlab.v14i3.1788

Keywords:

Food Safety Labeling, Green Marketing, Purchase Intention, Fishery Products, Digital Marketplace

Abstract

The rapid growth of digital marketplaces has created significant opportunities for fishery products to reach a broader consumer base. However, major challenges remain, including low consumer trust in food safety and the growing demand for environmentally friendly product images. This study aims to analyze the effect of food safety labeling and green marketing on consumer purchase intention of fishery products in digital marketplaces. A quantitative approach was employed using a survey of 150 consumers who had purchased fishery products through platforms such as Shopee, Tokopedia, and Lazada. Data were analyzed using multiple linear regression. The findings reveal that food safety labeling has a positive and significant effect on purchase intention (β = 0.421; p < 0.01), while green marketing also shows a positive influence (β = 0.356; p < 0.05). The simultaneous test (F = 18.74; p < 0.001) indicates that both variables jointly contribute to purchase intention with an R² value of 0.47, meaning that 47% of the variance in purchase intention is explained by these factors. These results confirm that food safety labeling enhances consumer trust, while green marketing strengthens the environmentally friendly image of products, ultimately boosting purchase intention. The study provides practical implications for fishery entrepreneurs to integrate food safety certification with green marketing strategies to maximize sales potential in digital marketplaces

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