NABIL, SUCI NOVIA (2024) THE INFLUENCE OF ENVIRONMENTAL CONCERN, WILLINGNESS TO PAY A PREMIUM, ATTITUDE, AND PRODUCT KNOWLEDGE TO PURCHASE INTENTION OF ECO-FRIENDLY BOTTLED WATER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the influence of Environmental Concern, Willingness to Pay a Premium, Attitude, and Product Knowledge on Purchase Intention of eco-friendly bottled water products. The population in this study consists of all consumers of bottled water in the Greater Jakarta area (Jabodetabek) and all capital cities of Java Island. The sample used includes 129 respondents, calculated based on G*Power software version 3.1.9.4. The sampling method used purposive sampling. Data collection was carried out using a questionnaire as the instrument. Data analysis was conducted using Partial Least Squares (PLS) version 4.0. The results of this study prove that Environmental Concern has no effect on Purchase Intention of eco-friendly bottled water products, Willingness to Pay a Premium has a positive and significant effect on the Purchase Intention of eco-friendly bottled water products, Attitude has a positive and significant effect on the Purchase Intention of ecofriendly bottled water products, and Product Knowledge has no effect on Purchase Intention of eco-friendly bottled water products. Keywords: Environmental concern, Willingness To Pay a Premium, Attitude, Product knowledge, Purchase intention, Eco-friendly Bottled Water. Penelitian ini bertujuan untuk menguji serta menganalisis pengaruh Environmental concern, Willingness To Pay a Premium, Attitude, dan Product knowledge terhadap Purchase intention produk Air Minum Dalam Kemasan Ramah Lingkungan. Populasi dalam penelitian ini adalah seluruh konsumen Air Minum Dalam Kemasan di Jabodetabek dan seluruh Ibu Kota Pulau Jawa. Sampel yang dipergunakan adalah sebanyak 129, dihitung berdasarkan software G*Power versi 3.1.9.4. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan instrumen penyebaran kuisioner. Metode analisis data menggunakan Partial Least Square (PLS) versi 4.0. Hasil penelitian ini membuktikan bahwa Environmental concern tidak berpengaruh terhadap Purchase intention produk AMDK ramah lingkungan, Willingness To Pay a Premium berpengaruh positif dan signifikan terhadap Purchase intention produk AMDK ramah lingkungan. Attitude berpengaruh positif dan signifikan terhadap Purchase intention produk AMDK ramah lingkungan. Product knowledge tidak berpengaruh terhadap Purchase intention produk AMDK ramah lingkungan. Kata Kunci: Environmental concern, Willingness To Pay a Premium, Attitude, Product knowledge, Purchase intention, Air Minum Dalam Kemasan ramah lingkungan.
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