PENGARUH GREEN PERCEIVED VALUE, GREEN TRUST, DAN GREEN PACKAGING TERHADAP MINAT BELI (Studi pada Produk BLP Beauty)

PUTRI, SAFIRA AMELIA (2024) PENGARUH GREEN PERCEIVED VALUE, GREEN TRUST, DAN GREEN PACKAGING TERHADAP MINAT BELI (Studi pada Produk BLP Beauty). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In the rapidly growing industrial era, Indonesia's local cosmetic industry has experienced significant growth, with the number of cosmetic companies increasing from 913 in 2022 to 1,010 in 2023, as reported by the Coordinating Ministry for Economic Affairs. However, this growth comes with environmental challenges, particularly the issue of unprocessed product waste. Consumer awareness of ecofriendly products has risen, with 81% of consumers demanding companies contribute to environmental sustainability. BLP Beauty is one of the local brands responding to this trend by promoting eco-friendly products through green marketing and beauty sustainability strategies, although there are still challenges related to consumer trust in the quality of green products. Previous studies have shown that green trust, green packaging, and green perceived value significantly influence purchase intentions, although some studies report contradictory findings. BLP Beauty offers products claiming to be environmentally friendly, vegan, fragrance-free, cruelty-free, and halal-certified. Despite this, the main challenge for companies like BLP Beauty is building consumer trust in their eco-friendly claims. This research aims to analyze the influence of Green perceived value, Green trust, and Green packaging on Purchase Intention of BLP Beauty products. The population in this study consists of consumers who are interested in the cosmetics world and have information related to BLP Beauty products, and reside in the JABODETABEK area. The sample used comprises 170 respondents. The sampling technique used is purposive sampling, and the approach used is the Structural Equation Model (SEM) with SmartPLS as the analysis tool. The results of this study indicate that green perceived value, green trust, and green packaging have a positive and significant influence on the Purchase Intention of BLP Beauty products. Keywords: green perceived value, green trust, green packaging, purchase intention Di era industri yang terus berkembang, industri kosmetik lokal di Indonesia mengalami pertumbuhan signifikan, tercatat oleh Kemenko Perekonomian bahwa jumlah perusahaan kosmetik meningkat dari 913 pada tahun 2022 menjadi 1.010 pada tahun 2023. Namun, di balik pertumbuhan ini, muncul permasalahan lingkungan terkait limbah produk yang belum terkelola dengan baik. Kesadaran konsumen terhadap produk ramah lingkungan meningkat, dengan 81% konsumen menuntut kontribusi perusahaan terhadap lingkungan. BLP Beauty menjadi salah satu merek lokal yang merespons tren ini dengan mempromosikan produk ramah lingkungan melalui strategi green marketing dan beauty sustainability, meskipun masih terdapat tantangan terkait kepercayaan konsumen terhadap kualitas produk hijau. Penelitian sebelumnya menunjukkan bahwa green trust, green packaging, dan green perceived value berpengaruh signifikan terhadap minat beli, meskipun beberapa penelitian menunjukkan hasil yang berbeda. BLP Beauty menawarkan produk yang mengklaim ramah lingkungan, terbuat dari bahan vegan, tanpa pewangi tambahan, tidak diujikan pada hewan, dan bersertifikat halal. Meski demikian, tantangan utama bagi perusahaan seperti BLP Beauty adalah membangun kepercayaan konsumen terhadap klaim ramah lingkungan yang mereka tawarkan. Penelitian ini bertujuan untuk menganalisis pengaruh green perceived value, green trust, dan green packaging terhadap minat beli pada produk BLP Beauty. Populasi dalam penelitian ini adalah konsumen yang memiliki minat pada dunia kosmetik dan memiliki informasi terkait dengan produk BLP Beauty, serta berdomisili di JABODETABEK. Sampel yang dipergunakan adalah sebanyak 170 responden. Teknik pengambilan sampel menggunakan purposive sampling dan pendekatan yang digunakan adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS. Hasil penelitian ini menunjukan bahwa green perceived value, green trust, dan green packaging berpengaruh positif dan signifikan terhadap minat beli produk BLP Beauty. Kata kunci: green perceived value, green trust, green packaging, minat beli.

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