Analisis Pengaruh Green Brand Positioning, Attitude, Knowledge dan Perceived Value terhadap Green Product Purchase Intention pada Produk Unilever Indonesia di Kota Jakarta
Abstract
Penelitian ini memiliki 4 tujuan diantaranya adalah untuk menilai dampak dari positioning merek hijau, sikap konsumen terhadap merek hijau, dan pengetahuan merek hijau dan nilai yang dirasakan konsumen terhadap produk pada minat beli produk hijau hijau dengan tujuan untuk menyelidiki pengaruh pengetahuan merek hijau pada sikap konsumen terhadap merek hijau; dan untuk menguji efek moderasi antara positioning merek hijau, pengetahuan produk hijau, dan nilai yang dirasakan konsumen terhadap produk hijau pada sikap terhadap merek hijau dan minat pembelian produk hijau. Metode penelitian pada penelitian ini adalah metode mixed method dengan melakukan penyebaran kuesioner dan wawancara semi terstruktur untuk mengumpulkan data kuantitatif dan kualitatif pada penelitian ini. Teknik purposive sampling yang digunakan melibatkan responden yang mempraktikkan gaya hidup hijau dan telah memiliki pengalaman pembelian produk ramah lingkungan dengan melakukan olah data menggunakan metode kuadrat terkecil parsial (PLS) dengan bantuan program komputer SmartPLS versi 2.0.
Kata Kunci: Kuadrat terkecil parsial (PLS), Sikap terhadap merek hijau, Pengetahuan merek hijau, Positioning merek hijau, Nilai persepsi hijau, Niat membeli produk hijau
Abstract
This study has 4 objectives including to assess the impact of green brand positioning, consumer attitudes towards green brands, and green brand knowledge and consumer perceived value of products on buying interest in green green products with the aim of investigating the effect of green brand knowledge on consumer attitudes towards green brand; and to examine the moderating effect between green brand positioning, green product knowledge, and consumers' perceived value of green products on attitudes toward green brands and purchase intention of green products. The research method in this study is a mixed method method by distributing questionnaires and semi-structured interviews to collect quantitative and qualitative data in this study. The purposive sampling technique used involves respondents who practice a green lifestyle and have experience purchasing environmentally friendly products by processing data using the partial least squares method (PLS) with the help of the SmartPLS version 2.0 computer program.
Keywords: Partial least squares (PLS), Attitude to green brand, Knowledge of green brand, Positioning of green brand, Perceived value of green, Intention to buy green product
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DOI: https://doi.org/10.37531/sejaman.v5i1.2417
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