Anteseden dari Green Purchase Intention pada Merek Bodycare di Indonesia

Authors

  • Nihla Samia Universitas Trisakti , Indonesia
  • Mutiara Fatihah Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.12497

Keywords:

Sikap, Norma Subjektif, Kontrol Perilaku Yang Dirasakan, Penggunaan Sosial Media, Pemasaran Media Sosial, Interaksi Pemasaran Digital, Niat Pembelian Hijau

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran attitude, subjective norm, perceived behavioral control, social media usage, social media marketing, dan digital marketing interactions terhadap green purchase intentions di kalangan konsumen yang menggunakan atau memakai merek bodycare terbaik di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 232 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Atittude berpengaruh positif terhadap green purchase intention, (2) Subjective norms berpengaruh positif terhadap green purchase intention, (3) Perceived behavioral control berpengaruh positif terhadap green purchase intention, (4) Social media usage berpengaruh positif terhadap green purchase intention, (5) Social media marketing berpengaruh positif terhadap green purchase intention, dan (6) Digital marketing interactions berpengaruh positif terhadap green purchase intentions.

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Published

07-01-2024

How to Cite

Samia, N., Fatihah, M., & Arafah, W. (2024). Anteseden dari Green Purchase Intention pada Merek Bodycare di Indonesia. Jurnal Pendidikan Tambusai, 8(1), 1010–1018. https://doi.org/10.31004/jptam.v8i1.12497

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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