ATTITUDE TOWARDS GREEN MEMEDIASI PENGARUH ENVIRONMENTAL CONCERN DAN GREEN PERCEIVED VALUE TERHADAP GREEN PURCHASE INTENTION (STUDI PENGGUNAAN TUMBLER STARBUCKS DI WILAYAH SARBAGITA BALI)
| Main Authors: | Dewi Pitaloka Cahyadi, Nyoman, Jaya Agung Widagda, I Gusti Ngurah |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/eeb/article/view/95557 https://ojs.unud.ac.id/index.php/eeb/article/view/95557/50364 |
Daftar Isi:
- This study aims to determine the effect of environmental concern and green perceived value on green purchase intention which is mediated by attitude towards green in tumbler products at Starbucks. This study used a purposive sampling technique, namely 180 respondents who live in SARBAGITA (Denpasar, Badung, Gianyar, and Tabanan). The data obtained were analyzed by descriptive analysis and Partial Least Square. The results of the study found that environmental concern and green perceived value had a positive and significant effect on attitude towards green and green purchase intention, attitude towards green had a positive and significant effect on green purchase intention, and attitude towards green partially mediated the relationship between environmental concern and green perceived value with green purchase intention. The practical implication of this research is that it can provide information for company managers in making marketing programs which at the same time can educate and provide information to customers about the benefits of using a Starbucks tumbler.
- Penelitian ini bertujuan untuk mengetahui pengaruh environmental concern dan green perceived value terhadap green purchase intention yang dimediasi oleh attitude towards green terhadap produk tumbler di Starbucks. Penelitian ini menggunakan teknik penentuan sampel purposive sampling yaitu sebanyak 180 orang responden yang berdomisili di SARBAGITA (Denpasar, Badung, Gianyar, dan Tabanan). Data yang diperoleh dianalisis dengan analisis deskriptif dan Partial Least Square. Hasil penelitian menemukan bahwa environmental concern dan green perceived value berpengaruh positif dan signifikan terhadap attitude towards green dan green purchase intention, attitude towards green berpengaruh positif dan signifikan terhadap green purchase intention, serta attitude towards green memediasi secara parsial hubungan environmental concern dan green perceived value dengan green purchase intention. Implikasi praktis dari penelitian ini yaitu dapat memberikan informasi bagi manajer perusahaan dalam membuat program-program pemasaran yang sekaligus dapat mengedukasi dan memberikan informasi kepada pelanggan mengenai manfaat yang didapat dengan menggunakan tumbler Starbucks