Pengaruh Green product dan Green packaging Terhadap Keputusan Pembelian Dengan Green perceived value Sebagai Variabel Intervening

Nur Riski Rohmayanti, Nur Ajizah

Abstract


Keputusan pembelian produk ramah lingkungan semakin menjadi perhatian utama konsumen seiring dengan meningkatnya kesadaran akan isu lingkungan. Konsumen kini cenderung memilih produk yang tidak hanya memenuhi kebutuhan mereka, tetapi juga mendukung keinginannya. Faktor-faktor seperti produk ramah lingkungan, kemasan ramah lingkungan , serta nilai persepsi lingkungan memainkan peran penting dalam mempengaruhi keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh green product dan green packing terhadap keputusan pembelian dengan green perception value sebagai variabel intervening. Populasi dalam penelitian ini adalah konsumen Peony Ecohouse dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik purposive sampling . Jenis penelitian ini merupakan eksplanatori dengan pendekatan kuantitatif. Data dianalisis menggunakan analisis jalur (path analysis ) untuk menguji hubungan langsung antar variabel. Adapun hasil penelitian sebagai berikut: (1). Produk ramah lingkungan (X1) berpengaruh positif dan signifikan terhadap nilai persepsi hijau (Y1). (2). Kemasan ramah lingkungan (X2) berpengaruh positif dan signifikan terhadap nilai persepsi ramah lingkungan (Y1). (3). Green product (X1) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y2). (4). Green Packaging (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y2). (5). Nilai persepsi hijau (Y1) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y2).


Keywords


Green product; Green packaging; Green perceived value; Keputusan Pembelian

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References


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DOI: http://dx.doi.org/10.54144/jadbis.v13i4.22477

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