Pengaruh green product, green price, green promotion dan social influence terhadap green purchase intention pada produk ramah lingkungan (studi pada produk minyak zaitun brand kecantikan Mustika Ratu)
DOI:
https://doi.org/10.26740/jim.v13n4.p987-1002Kata Kunci:
green product; green price; green promotion; social influence; green purchase intention.Abstrak
Penelitian ini dilatarbelakangi dengan adanya fenomena penurunan penjualan produk ramah lingkungan dari Brand Kecantikan Mustika Ratu di Tengah naiknya trend penggunaan produk ramah lingkungan/produk alami yang meningkat pesat. Penurunan yang menimpa merek produk kecantikan Mustika Ratu dapat terjadi akibat adanya pengaruh dari faktor internal yakni kinerja green product, green price, green promotion dan faktor eksternal berupa Social influence. Penelitian ini bertujuan untuk mengtahui pengaruh dari variable green product, green price, green promotion dan Social influence terhadap green purchase intention pada produk Minyak Zaitun Mustika Ratu. Jenis penelitian ini adalah penelitian konklusif deskriptif dengan sampel sejumlah 220 responden yang merupakan pengguna produk perawatan diri dan tertarik terhadap produk berlabel ramah lingkungan. dengan usia 18-40 tahun. Data dikumpulkan dengan menyebarkan kuesioner dan diolah analisis regresi berganda. Hasil dari penelitian ini menunjukkan bahwa (1) green product berpengaruh positif dan signifikan terhadap green purchase intention produk minyak zaitun Mustika Ratu, (2) green price berpengaruh positif dan signifikan terhadap green purchase intention produk minyak zaitun Mustika Ratu (3) green promotion berpengaruh positif dan signifikan terhadap green purchase intention produk minyak zaitun Mustika Ratu (4) social influence berpengaruh positif dan signifikan terhadap green purchase intention produk minyak zaitun Mustika Ratu.
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