Analysis of Green Brand Knowledge on Online Purchase Intention Through E-WOM on Innisfree Products in Bandung City
Abstract
In the current era of globalization, the main issue is the accumulation of plastic waste and the increase in population
that causes excessive industrial development. Public awareness of the environment is increasing, encouraging
companies to create green products and implement green marketing strategies. One type of green product in the
beauty sector that implements a green brand is Innisfree with its environmentally friendly products. This study aims
to determine how much influence green brand knowledge has on online purchase intention with e-wom as a mediator
for Innisfree products in Bandung. The method used is quantitative method. The population in this study amounted to
200 samples using non-probability sampling with purposive sampling technique. Data collection using a
questionnaire distributed via Google Form. The data analysis technique used is SEM - PLS with SmartPLS 4.0
software. Based on the research results, the green brand knowledge variable has a significant effect on online
purchase intention. Green brand knowledge variables have a significant effect on e-wom. The e-wom variable has a
significant effect on online purchase intention. and green brand knowledge has a significant effect on online purchase
intention through e-wom.
Keywords-green brand knowledge, online purchase intention, E-WOM
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