Pengaruh Green Product, Green Brand Image, Dan Green Awareness Terhadap Green Purchase Intention Produk N’pure (Studi pada Generasi Z di Jakarta Barat)
Keywords:
Green Product; Green Brand Image; Green Awareness; Green Purchase Intention; N’PUREAbstract
Penelitian ini bertujuan untuk menguji pengaruh green product, green brand image dan green awareness terhadap green purchase intention. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Populasi dalam penelitian ini adalah seluruh masyarakat di wilayah Jakarta Barat yang mengetahui dan berniat untuk membeli produk N’PURE, penarikan sampel menggunakan purposive sampling, dengan sampel sebanyak 140 responden. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan Partial Least Square (PLS) dengan alat analisis berupa aplikasi SmartPLS 4.1 sebagai bantuan dalam pengolahan data. Hasil penelitian menunjukkan bahwa Green Product berpengaruh positif dan signifikan terhadap Green Purchase Intention, namun pada variabel Green Brand Image tidak memiliki pengaruh yang signifikan terhadap Green Purchase Intention, dan pada variabel Green Awareness memiliki pengaruh positif dan signifikan terhadap Green Purchase Intention Produk N’PURE.
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