Niat beli konsumen: Pengaruh green brand dan green knowledge pada industri jamu dan farmasi Sido Muncul Tbk
Keywords:
Environmental issues; Theory of planned behavior; green brands; Greenknowledge; Purchase intentionAbstract
This study aims to determine the role of green knowledge as a mediator between the green brands of PT Industri Jamu and Sido Muncul Tbk with consumer intentions to make purchases. This study used the non-probability incidental sampling method and the Likert scale for quantitative analysis according to the Theory of Planned Behavior (TPB). This study used structural equation modeling (SEM-PLS) to analyze the data, and SmartPLS was used to process the SEM-PLS. Data. The results of the hypothesis test show that green branding has a positive effect on green knowledge. This indicates a positive and statistically significant relationship between green brands and green expertise, and there is a positive relationship between green brands and green purchase intention. It is known that the to-value green knowledge affects purchase intention, so it can be concluded that green brand has a positive and statistically significant impact on consumer tendencies to make purchases. This shows that environmental literacy significantly affects consumer tendencies to buy. The result is to value green brands' effect on knowledge-mediated purchase intent. Therefore, green knowledge serves as a mediator between a green brand and consumers' desire to buy.
References
Chrun, E., Dolšak, N., & Prakash, A. (2016). Corporate environmentalism: Motivations and mechanisms. Annual Review of Environment and Resources, 41, 341–362.
Ghozali, I. (2014). SEM metode alternatif dengan menggunakan partial Least Squares (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. saGe publications.
Hanjani, G. A. (2019). Minat beli konsumen: Dampak green brand dan green knowledge pada perusahaan Nestle Indonesia. Universitas Telkom.
Hanjani, G. A., & Widodo, A. (2019). Consumer purchase intention. Jurnal Sekretaris Dan Administrasi Bisnis, 3(1), 39–50.
Huang, Y.-C., Yang, M., & Wang, Y.-C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250–268.
Indrawati, R., Wai, A., Mansur, M., Tohir, G., & Has, Y. (2017). Perilaku konsumen individu: Dalam mengadopsi layanan berbasis teknologi informasi & komunikasi. In Aditama. Bandung.
Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910.
Chrun, E., Dolšak, N., & Prakash, A. (2016). Corporate environmentalism: Motivations and mechanisms. Annual Review of Environment and Resources, 41, 341–362.
Ghozali, I. (2014). SEM metode alternatif dengan menggunakan partial Least Squares (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. saGe publications.
Hanjani, G. A. (2019). Minat beli konsumen: Dampak green brand dan green knowledge pada perusahaan Nestle Indonesia. Universitas Telkom.
Hanjani, G. A., & Widodo, A. (2019). Consumer purchase intention. Jurnal Sekretaris Dan Administrasi Bisnis, 3(1), 39–50.
Huang, Y.-C., Yang, M., & Wang, Y.-C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250–268.
Indrawati, R., Wai, A., Mansur, M., Tohir, G., & Has, Y. (2017). Perilaku konsumen individu: Dalam mengadopsi layanan berbasis teknologi informasi & komunikasi. In Aditama. Bandung.
Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910.
Musyaffi, A. M., Khairunnisa, H., & Respati, D. K. (2022). Konsep dasar Structural Equation Model-Partial Least Square (SEM-PLS) menggunakan smartpls. Pascal Books.
Natalia, D. U. (2023). Kajian terhadap beragam budaya perusahaan dari yang umum digunakan hingga berkelanjutan dalam perspektif suatu perusahaan tertentu. Jurnal Riset Ekonomi Dan Akuntansi (JREA), 1(1), 113–124.
Navin Singh Khadka. (2022). Perubahan iklim: 2022 disebut tahun panas dan kekeringan. BBC NEWS INDONESIA. https://www.bbc.com/indonesia/majalah-62678808
Rangkuti, R. R., & Sulistyawati, E. (2014). Pengaruh social influence dan lifestyle terhadap niat membeli pada Carrefour. E-Jurnal Manajemen Universitas Udayana, 3(2), 255130.
Ryantari, W., Ayu, G., & Giantari, I. G. A. K. (2020). Green knowledge, green attitude, dan environmental concern berpengaruh terhadap niat beli. Udayana University.
Santosa, P. I. (2018). Metode penelitian kuantitatif: Pengembangan hipotesis dan pengujiannya menggunakan SmartPLS. Penerbit Andi.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R & D. CV Alfabeta.
Widodo, A., & Yusiana, R. (2021). Metodologi penelitian–penentuan metode dengan pendekatan Partial Least Square–Structural Equation Modeling (PLS-SEM). Refika.
