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Pengaruh Green Word-of-Mouth, Green Awareness, dan Perceived Behavioral Control terhadap Green Purchase Intention pada Konsumen Love Beauty and Planet dengan Attitude sebagai Variabel Mediasi
Abstrak (Bhs. Indonesia)
Penelitian ini bertujuan untuk mengetahui pengaruh green word-of-mouth, green awareness, dan perceived behavioral control terhadap green purchase intention pada konsumen Love Beauty and Planet dengan attitude sebagai variabel mediasi. Populasi dalam penelitian ini adalah masyarakat di Pulau Jawa yang mengetahui atau tertarik dengan produk Love Beauty and Planet. Sampel pada penelitian ini sebanyak 284 responden yang diambil menggunakan metode probability sampling. Berdasarkan hasil penelitian yang dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM) diolah dengan software AMOS menunjukkan bahwa: (1) Green Word-of-Mouth berpengaruh positif signifikan terhadap Green Purchase Intention. (2) Green Awareness berpengaruh positif signifikan terhadap Green Purchase Intention. (3) Perceived Behavioral Control berpengaruh positif signifikan terhadap Green Purchase Intention. (4) Green Word-of-Mouth berpengaruh negatif terhadap Attitude. (5) Green Awareness berpengaruh positif signifikan terhadap Attitude. (6) Perceived Behavioral Control berpengaruh positif signifikan terhadap Attitude. (7) Attitude berpengaruh positif signifikan terhadap Green Purchase Intention. (8) Attitude dapat memediasi Green Word-of-Mouth terhadap Green Purchase Intention secara signifikan. (9) Attitude dapat memediasi Green Awareness terhadap Green Purchase Intention secara signifikan. (10) Attitude dapat memediasi Perceived Behavioral Control terhadap Green Purchase Intention secara signifikan.
Abtrak (Bhs. Inggris)
This study aims to determine the effect of green word-of-mouth, green awareness, and perceived behavioral control on green purchase intention among Love Beauty and Planet consumers with attitude as a mediating variable. The population in this study are people in Java who know or are interested in Love Beauty and Planet products. The sample in this study were 284 respondents who were taken using the probability sampling method. Based on the results of research conducted using Structural Equation Modeling (SEM) analysis processed with AMOS software shows that: (1) Green Word-of-Mouth has a significant positive effect on Green Purchase Intention. (2) Green Awareness has a significant positive effect on Green Purchase Intention. (3) Perceived Behavioral Control has a significant positive effect on Green Purchase Intention. (4) Green Word-of-Mouth has a negative effect on Attitude. (5) Green Awareness has a significant positive effect on Attitude. (6) Perceived Behavioral Control has a significant positive effect on Attitude. (7) Attitude has a significant positive effect on Green Purchase Intention. (8) Attitude can significantly mediate Green Word-of-Mouth towards Green Purchase Intention. (9) Attitude can mediate Green Awareness towards Green Purchase Intention significantly. (10) Attitude can significantly mediate Perceived Behavioral Control on Green Purchase Intention.
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