Pengaruh Green Advertising, Green Brand Trust, dan Green Brand Knowledge terhadap Green Purchase Intention pada Konsumen AMDK Cleo Eco Green di Kota Surakarta

Ilham Helmy Firdaus, Kussudyarsana Kussudyarsana

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh green advertising, green brand trust, dan green brand knowledge terhadap green purchase intention pada konsumen AMDK Cleo Eco Green di Kota Surakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah seluruh konsumen produk yang jumlahnya tidak diketahui secara pasti, sehingga sampel ditentukan menggunakan teknik non-probability sampling dengan metode purposive sampling sebanyak 96 responden yang memenuhi kriteria tertentu. Data dikumpulkan melalui kuesioner berskala Likert lima poin serta data sekunder dari berbagai literatur. Analisis data dilakukan menggunakan uji validitas, reliabilitas, statistik deskriptif, uji asumsi klasik, regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa green advertising dan green brand trust berpengaruh positif dan signifikan terhadap green purchase intention. Sementara itu, green brand knowledge tidak berpengaruh signifikan terhadap green purchase intention. Secara simultan, ketiga variabel independen berpengaruh signifikan terhadap green purchase intention dengan kemampuan penjelasan model yang cukup baik.

Keywords


green advertising, green brand knowledge, green brand trust, green purchase intention, Surakarta

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References


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DOI: https://doi.org/10.17509/ijdb.v6i1.102963

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