Green Awareness, Brand Image dan Niat Pembelian

Doni Purnama Alamsyah, Dian Hadiyanti

Abstract


The purpose of this study to know the factors that determine the intention of purchasing green product by considering green awareness and brand image factors through the testing of causality and mediation. The study was conducted in one of the companies that produce environmentally friendly products namely Pronaturlite. Number of respondents as many as 705 consumers in the city of Bandung. The analytical technique used is path analysis through SmartPLS. The results of this study confirm the results of previous studies that show that green awareness and brand image affect the purchase intention, green awareness affects the brand image. In addition, brand image can mediate the relationship of green awareness and purchase intention. This study has implications that companies producing green products are advised to control green awareness and brand image in order to increase consumer purchase intention.

Tujuan penelitian ini mengetahui faktor-faktor yang menentukan niat pembelian produk ramah lingkungan dengan mempertimbangkan faktor green awareness dan brand image melalui pengujian kausalitas dan mediasi. Penelitian dilakukan di salah satu perusahaan yang memproduksi produk ramah lingkungan yaitu Pronaturlite. Jumlah responden sebanyak 705 konsumen di Kota Bandung dan teknik analisis yang digunakan adalah teknik analisis jalur melalui SmartPLS. Hasil penelitian ini
mengkonfirmasi hasil penelitian sebelumnya yang menunjukkan bahwa green awareness dan brand image berpengaruh terhadap niat pembelian serta green awareness berpengaruh terhadap brand image. Selain itu, brand image dapat memediasi hubungan green awareness dan niat pembelian. Penelitian ini mempunyai implikasi bahwa perusahaan yang memproduksi green product disarankan untuk mengendalikan green awareness dan brand image agar niat pembelian konsumen meningkat.

Keywords


Brand Image; Green Awareness; Purchase Intention

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References


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DOI: http://dx.doi.org/10.21067/jem.v13i3.1862

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