FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN GREEN PRODUCT
DOI:
https://doi.org/10.24034/j25485024.y2022.v6.i2.5139Keywords:
green product knowledge, perceived price, green trust, keputusan pembelianAbstract
Tujuan penelitian ini menguji pengaruh green poduct knowledge pada keputusan pembelian green product dengan green trust sebagai variabel mediasi. Tujuan penelitian ini juga menguji pengaruh moderasi perceived price pada hubungan antara green trust dengan keputusan pembelian green product. Penelitian ini merupakan penelitian explanatory research yang bertujuan untuk menguji dan menjelaskan hubungan kausal antara variabel penelitian melalui pengujian hipotesis. Pendekatan yang dilakukan pada penelitian ini adalah pendekatan penelitian kuantitatif. Data yang digunakan berupa data primer. Metode purposive sampling digunakan sebagai teknik penentuan sampel. Proses mendapatkan data dilaksanakan dengan cara survei yang berbentuk kuesioner. Pada penelitian ini, peneliti menggunakan 192 responden yang merupakan konsumen The Body Shop. Penelitian ini memakai structural equation modeling (SEM) untuk menguji hipotesis. Temuan penelitian ini sebagai berikut. Green product knowledge dan green trust memiliki pengaruh positif pada keputusan pembelian green product. Selain itu, green trust mampu memediasi hubungan antara green product knowledge dan keputusan pembelian green product. Terakhir, perceived price mampu memoderasi pengaruh antara green trust dan keputusan pembelian green product.
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