Pengaruh Green Advertising Dan Environmental Concern Terhadap Green Purchase Intention Pada Produk Aqua Life (followers Instagram @sehataqua)

Sri Nurmayanti, R. Nurafni Rubiyanti

Abstract

ABSTRAK
Penyumbang sampah yang paling besar itu didorong oleh kehidupan modern, seperti botol plastik
yang digunakan untuk banyak keperluan barang-barang sekali pakai. Tujuan dari penelitian ini adalah
untuk mengetahui pengaruh Green Advertising dan Environmental Concern terhadap Green Purchase
Intention pada produk AQUA Life. Jenis penelitian ini adalah kuantitatif dan menggunakan metode
analisis deskriptif. Skala yang digunakan pada penelitian ini adalah skala likert dengan menggunakan
teknik pengujian data Uji validitas dan reliabilitas dengan sempel 30 responden. Pengambilan sampel
dilakukan dengan metode probability sampling dengan Teknik simple random sampling. Teknik analisis
data yang digunakan adalah analisis regresi linier berganda. Berdasarkan hasil hipotesis green advertising
terhadap green purchase intention memiliki nilai t hitung sebesar 1,735 < nilai t tabel 1,985 berarti variabel
green advertising tidak berpengaruh secara signifikan terhadap green purchase intention, kemudian
variabel environmental concern terhadap green purchase intention memiliki nilai t hitung sebesar 1,582 >
nilai t tabel 1,985 berarti variabel environmental concern tidak berpengaruh secara signifikan terhadap
variabel green purchase intention. Kemudian, Berdasarkan hasil uji f, didapat hasil dari nilai F hitung
sebesar 5,062 > nilai F tabel 3,09. Karena nilai F hitung 5,062 > nilai F tabel 3,09. Maka dapat ditarik
kesimpulan bahwa hasil uji F ini sesuai dengan hipotesis penelitian yaitu Green Advertising dan
Environmental Concern berpengaruh secara simultan terhadap Green Purchase Intention pada Produk
Aqua Life.
Kata Kunci: Green Advertising, Environmental Concern, Green Purchase Intention
ABSTRACT
The biggest contributors to waste are driven by modern life, such as plastic bottles used for many disposable
items. The purpose of this study was to determine the effect of Green Advertising and Environmental Concern
on Green Purchase Intention on AQUA Life products. This type of research is quantitative and uses descriptive
analysis method. The scale used in this study is a Likert scale using data testing techniques Validity and
reliability test with a sample of 30 respondents. Sampling is done by the non-probability sampling method. The
data analysis technique used is multiple linear regression analysis. Based on the results of the green advertising
ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.2 Desember 2020 | Page 6437
hypothesis on the green purchase intention has a calculated value of 1.735 t value Table
1.985 means that the environmental concern variable does not significantly influence the green purchase
intention variable. Then, based on the results of the f test, the results obtained from the calculated F value of
5.062> F table value of 3.09. Because the calculated F value is 5.062> the table's F value is 3.09. Then it can
be concluded that the F test results are in accordance with the research hypothesis that Green Advertising and
Environmental Concern simultaneously influence the Green Purchase Intention on Aqua Life Products.
Keyword: Green Advertising, Environmental Concern, Green Purchase Intention

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