Pengaruh Green Product Awareness, Social Influence, Perceived Benefit, dan Attitude Towards Green Appliances terhadap Green Purchase Intention pada Coffee Shop di Jakarta

Authors

  • Rosy Rahmasari Universitas Trisakti , Indonesia
  • Yolanda Masnita Siagian Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13668

Keywords:

Green Product Awareness, Social Influence, Perceived Benefit, Attitude Towards Green Appliances, Green Purchase Intention

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Green product awareness, Social influence, Perceived benefit, Attitude towards green appliances, dan Green purchase intetion. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen yang pernah mengkonsumsi kopi dan mengunjungi coffee shop yang menerapkan konsep green marketing di Jakarta. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 220 responden dengan teknik pengambilan sampel yaitu purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan menggunakan software AMOS 21. Hasil penelitian menunjukkan bahwa Green Product Awarness berpengaruh positif terhadap Attitude towards Green appliances, Social Influence berpengaruh positif Attitude towards Green appliances, Perceived Benefit berpengaruh positif terhadap Attitude towards Green appliances, dan Attitude towards Green appliances berpengaruh positif terhadap Green Purchase Intention.

References

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Published

14-02-2024

How to Cite

Rahmasari, R., & Siagian, Y. M. (2024). Pengaruh Green Product Awareness, Social Influence, Perceived Benefit, dan Attitude Towards Green Appliances terhadap Green Purchase Intention pada Coffee Shop di Jakarta. Jurnal Pendidikan Tambusai, 8(1), 8471–8478. https://doi.org/10.31004/jptam.v8i1.13668

Issue

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

Section

Articles of Research

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