Pengaruh Green Brand Positioning, Attitude Toward Green Brand Dan Green Brand Knowledge Terhadap Green Purchase Intention Pada Motor Gesits Di Kota Jakarta

Rizky Izdihar Tristiani, Dinda Amanda, Soeparwoto Dharmoputro

Abstract

Abstrak Isu lingkungan yang terjadi membuat masyarakat mulai peka terhadap kondisi lingkungan. Perusahaan mencari cara baru untuk memposisikan green brand ke dalam benak konsumen agar dapat bersaing dalam suatu pasar dan menarik minat beli konsumen.Tujuan penelitian ini adalah untuk mengetahui seberapa besar analisis deskriptif dari tiap variabel dan mengetahui pengaruh Green Brand Positioning, Attitude Toward Green Brand, Green Brand Knowledge terhadap Green Purchase Intention pada motor listrik GESITS di Kota Jakarta. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan dengan teknik non-probability purposive sampling kepada 400 responden di Kota Jakarta. Teknik analisis yang digunakan dalam penelitian ini adalah Partial Least Square (PLS) dengan aplikasi olah data Smart PLS 2.0 Berdasarkan kesimpulan hasil penelitian, analisis deskriptif dari tanggapan responden tiap variabel Green Brand Positioning, Attitude Toward Green Brand, Green Brand Knowledge dan Green Purchase Intention masuk dalam kategori sangat baik. Dan terdapat pengaruh secara positif dari tiap hipotesis terkecuali pada Hipotesis 5 tidak ditemukan adanya pengaruh moderasi Green Brand Knowledge dengan kontribusi sebesar -6,5% Kata Kunci: Attitude Toward Green Brand, Green Brand Knowledge, Green Brand Positioning, Green Purchase Intention Abstract Environmental issues that occur make people begin to be sensitive to environmental conditions. Companies are looking for new ways to positioning their green brand in the minds of consumers in order to be able to compete in a market and to attract consumer buying interest. The purpose of this study is to determine how much descriptive analysis of each variable and to know the effect of Green Brand Positioning, Attitude Toward Green Brand, Green Brand Knowledge on Green Purchase Intention of GESITS electric motors in the Jakarta City. The methodology used in this study is quantitative with non-probability purposive sampling technique to 400 respondents in the city of Jakarta. The analysis technique used in this study is Partial Least Square (PLS) with the Smart PLS 3.0 data processing application. Based on the conclusions of the research results, the descriptive analysis of the respondents' responses to each variable Green Brand Positioning, Attitude Toward Green Brand, Green Brand Knowledge and Green Purchase Intention fall into the very good category. And there is a positive influence of each hypothesis except in Hypothesis 5, there is no effect of moderating on Green Brand Knowledge with a contribution only -6,5%. Keywords: Attitude Toward Green Brand, Green Brand Knowledge, Green Brand Positioning, Green Purchase Intention

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