Analisis Pengaruh Green Packaging Terhadap Green Purchase Intention Melalui Perceived Value, Perceived Risk Dan Green Satisfaction Pada Pembeli Produk Kecantikan Dengan Variabel Moderator Green Loyalty
Abstract
Permasalahan limbah plastik yang semakin meningkat akibat pertumbuhan e-commerce, khususnya pada sektor produk
kecantikan, mendorong perusahaan untuk mengadopsi kemasan ramah lingkungan (green packaging) sebagai bentuk
tanggung jawab lingkungan. Penelitian ini memiliki tujuan untuk menganalisis pengaruh green packaging terhadap
minat pembelian konsumen (green purchase intention), dengan mempertimbangkan peran persepsi nilai (perceived
value), persepsi risiko (perceived risk), kepuasan konsumen (green satisfaction), serta loyalitas konsumen (green
loyalty) sebagai variabel mediasi dan moderasi. Penelitian ini melakukan pendekatan kuantitatif melalui metode survei
terhadap 220 responden ditentukan melalui teknik purposive sampling, dan dianalisis menggunakan software
SmartPLS. Hasil analisis menggambarkan bahwa green packaging memiliki pengaruh positif dan signifikan terhadap
perceived value dan perceived risk. Selanjutnya, green satisfaction dipengaruhi secara signifikan oleh kedua persepsi
tersebut. Perceived risk terbukti secara signifikan memediasi pengaruh green packaging terhadap green purchase
intention, sementara perceived value tidak menunjukkan efek mediasi yang signifikan. Selain itu, variabel green loyalty
terbukti hanya memoderasi secara positif dan signifikan hubungan antara perceived risk dan minat beli, namun tidak
signifikan pada hubungan lainnya. Temuan ini memberikan implikasi strategis bagi perusahaan kosmetik dalam
mengembangkan inovasi kemasan yang tidak hanya berorientasi pada lingkungan, tetapi juga memperhatikan persepsi
dan kepuasan konsumen guna mendorong loyalitas dan minat beli yang berkelanjutan. Penelitian ini juga menjadi
landasan penting untuk pengembangan studi lanjutan mengenai perilaku konsumen dalam konteks keberlanjutan dan
e-commerce.
Kata Kunci - Kemasan Ramah Lingkungan, Minat Pembelian, Persepsi, Produk Kecantikan
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