Analisis Green Purchase Intention dengan Online Review Sebagai Intervening
DOI:
https://doi.org/10.37385/msej.v4i3.1490Keywords:
Attitude, Subjective Norms, Self-Image Congruence, Perceived Behavioral Control, Environmental ConsciousnessAbstract
Pada era sekarang ini yang ditandai dengan munculnya pemanasan global, perubahan iklim, dan polusi air, serta udara yang semakin meningkat membuat keberlangsungan makhluk hidup di bumi semakin terancam, begitu juga dengan sampah plastik yang kian menumpuk. Green product atau produk ramah lingkungan merupakan salah satu solusi untui mengurangi semakin banyaknya sampah plastik. Tujuan dari penelitian ini adalah untuk mengetahui hubungan antara Green Purchase Intention dengan Online Review sebagai intervening dari penelitian ini. Data yang dikumpulkan pada penelitian ini berbentuk survei dan teknik pengambilan sampel yang digunakan adalah purposive sampling. Data yang berhasil dikumpulkan dan diolah dalam penelitian ini berjumlah 273 responden. Hasil penelitian menunjukkan dari total 7 hipotesis, 5 diantaranya diterima, hipotesis tersebut adalah H1 pengaruh positif dan signifikan online review terhadap green purchase intention, H2 pengaruh positif dan signifikan attitude terhadap green purchase intention, H4 pengaruh positif dan signifikan self image congruence terhadap green purchase intention, H6 pengaruh positif dan signifikan environmental consciousness terhadap green purchase intention, dan H7 pengaruh positif dan signifikan attitude terhadap online review. Sedangkan dua hipotesis lainnya yaitu H3 pengaruh negatif dan tidak signifikan subjective norms terhadap green purchase intention dan H5 pengaruh positif namun tidak signifikan perceived behavioral control terhadap green purchase intention tidak diterima atau ditolak.
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