PENGARUH GREEN MARKETING, ENVIRONMENTAL BRAND IMAGE, DAN ENVIRONMENTAL KNOWLEDGE TERHADAP PURCHASE INTENTION PRODUK AIR MINUM DALAM KEMASAN CLEO

SELFIANA, RAFITA (2021) PENGARUH GREEN MARKETING, ENVIRONMENTAL BRAND IMAGE, DAN ENVIRONMENTAL KNOWLEDGE TERHADAP PURCHASE INTENTION PRODUK AIR MINUM DALAM KEMASAN CLEO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Green Marketing, Environmental Brand Image and Environmental Knowledge on Purchase Intention of Cleo Bottled Drinking Water Products. The population in this study are consumers who are interested in buying Cleo Eco Shape AMDK products in Jakarta. Based on calculations, the sample of respondents in this study were 115 respondents. The method of analysis is done through Partial Least Square version 3.0 PLS. The results showed that Green Marketing had a positive and significant effect on Purchase Intention, Environmental Brand Image had a positive and significant effect on Purchase Intention and Environmental Knowledge had a positive and significant effect on Purchase Intention. It is suggested to PT Sariguna Primatirta Tbk to further promote the production process in its print media and social media so that consumers feel confident and know the quality of the products owned by PT Sariguna Primatirta Tbk. Keywords: Purchase Intention, Green Marketing, Environmental Brand Image, Environmental Knowledge Penelitian ini bertujuan untuk menganalisis pengaruh Green Marketing, Environmental Brand Image dan Environmental Knowledge terhadap Purchase Intention Produk Air Minum Dalam Kemasan Cleo. Populasi dalam penelitian ini adalah konsumen yang minat membeli produk AMDK Cleo Eco Shape di Jakarta. Berdasarkan perhitungan, sampel yang menjadi responden dalam penelitian ini sebanyak 115 responden. Metode analisis dilakukan melalui Partial Least Square versi 3.0 PLS. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif dan signifikan terhadap Purchase Intention, Environmental Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention dan Environmental Knowledge berpengaruh positif dan signifikan terhadap Purchase Intention. Disarankan kepada PT Sariguna Primatirta Tbk dapat lebih mempromosikan proses produksi di media cetak maupun media sosial miliknya agar konsumen merasa yakin dan mengetahui kualitas produk yang dimiliki PT Sariguna Primatirta Tbk. Kata Kunci: Purchase Intention, Green Marketing, Environmental Brand Image, Environmental Knowledge

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