Pengaruh Green Product Dan Green Advertising Terhadap Purchase Intention: Di Mediasi Oleh Green Trust

Nabila Trinisa; Febzi Fiona; Seprianti Eka

doi:10.37479/jeej.v8i4.40210

Pengaruh Green Product Dan Green Advertising Terhadap Purchase Intention: Di Mediasi Oleh Green Trust

Nabila Trinisa, Febzi Fiona, Seprianti Eka

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green product dan green advertising terhadap niat pembelian dengan green trust sebagai variabel mediasi pada pelanggan Janji Jiwa di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif-kausal. Data dikumpulkan melalui kuesioner online terhadap 200 responden yang memenuhi kriteria penelitian. Teknik analisis yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa green product dan green advertising berpengaruh positif dan signifikan terhadap niat pembelian. Sementara itu, green product dan green advertising juga berpengaruh signifikan terhadap green trust. Green trust terbukti memiliki pengaruh positif terhadap niat pembelian serta mampu memediasi hubungan antara green product dan green advertising terhadap niat pembelian. Temuan ini menekankan pentingnya kepercayaan konsumen dalam meningkatkan efektivitas strategi pemasaran ramah lingkungan.

Keywords

green product, green advertising, green trust, purchase intention, green marketing.

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References

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DOI: https://doi.org/10.37479/jeej.v8i4.40210