ANALISIS PERILAKU PEMBELIAN KEBERLANJUTAN TERHADAP PRODUK KECANTIKAN KEBERLANJUTAN DI KOTA BATAM
DOI:
https://doi.org/10.20527/jwmthemanagementinsightjournal.v10i3.222Keywords:
Green Purchase Behavior, Green Trust, Green Advertising, Brand Image, Environmental ConcernAbstract
This study intends to analyze on the factors that influence the purchase of green beauty products in Batam. Factors considered for the analysis were green purchase behavior, green purchase intention, green advertising, green trust, brand image, and environmental concern. Samples were taken from 485 respondents who are 17-25 years old from Batam. The statistical analysis were done with Smart PLS 3. After analysis, it was found that green purchase intention has the highest significance towards green purchase behavior followed by, green trust towards green purchase intention, green advertising towards green purchase intention, environmental concern towards green purchase intention, and that brand image had no significance towards green purchse intention.
Penelitian ini bermaksud untuk menganalisis faktor-faktor yang mempengaruhi pembelian produk green beauty di Batam. Faktor yang dipertimbangkan untuk analisis adalah perilaku pembelian keberlanjutan, intensi pembelian keberlanjutan, iklan keberlanjutan, green trust, citra merek, dan kepedulian lingkungan. Sampel diambil dari 485 responden yang berusia 17-25 tahun dari Batam. Analisis statistik dilakukan dengan Smart PLS 3. Setelah analisis, ditemukan bahwa niat pembelian keberlanjutan memiliki signifikansi tertinggi terhadap perilaku pembelian keberlanjutan diikuti oleh, green trust terhadap niat pembelian keberlanjutan, iklan keberlanjutan terhadap niat pembelian keberlanjutan, kepedulian lingkungan terhadap pembelian keberlanjutan. niat, dan citra merek tidak memiliki signifikansi terhadap niat pembelian keberlanjutan.
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