PENGARUH GREEN INNOVATION, ENVIRONMENTAL CORPORATE SOCIAL RESPONSIBILITY, DAN SERVICE INNOVATION TERHADAP PURCHASE INTENTION DENGAN GREEN CORPORATE IMAGE SEBAGAI VARIABEL MODERASI DI PT KRAKATAU TIRTA INDUSTRI

RAHAYU, ADITYA FAJAR (2025) PENGARUH GREEN INNOVATION, ENVIRONMENTAL CORPORATE SOCIAL RESPONSIBILITY, DAN SERVICE INNOVATION TERHADAP PURCHASE INTENTION DENGAN GREEN CORPORATE IMAGE SEBAGAI VARIABEL MODERASI DI PT KRAKATAU TIRTA INDUSTRI. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Green Innovation, Environmental Corporate Social Responsibility (ECSR), and Service Innovation on Purchase Intention, with Green Corporate Image as a moderating variable at PT Krakatau Tirta Industri. The study employs a quantitative method using the Structural Equation Modeling-Partial Least Square (SEM-PLS) approach to analyze data from 139 respondents, who are procurement employees working in companies located in Cilegon and its surrounding areas, with experience in decision-making for industrial service purchases. The findings reveal that Service Innovation has a positive and significant effect on Purchase Intention, whereas Green Innovation and ECSR do not have a significant direct effect. However, Green Corporate Image is found to strengthen the relationship between ECSR and Purchase Intention, while it weakens the relationship between Service Innovation and Purchase Intention. These findings indicate that a company’s green image plays a crucial role in influencing consumer purchasing decisions, especially in an increasingly competitive and innovationdriven sustainable industry. This study provides insights for companies to further optimize sustainability and innovation strategies to enhance competitiveness and attract customer purchase intentions. This can be achieved by adjusting communication strategies and differentiating products or services based on green innovation. Keywords: Green Innovation, Environmental Corporate Social Responsibility, Service Innovation, Green Corporate Image, Purchase Intention. Penelitian ini bertujuan untuk menganalisis pengaruh Green Innovation, Environmental Corporate Social Responsibility (ECSR), dan Service Innovation terhadap Purchase Intention, dengan Green Corporate Image sebagai variabel moderasi pada PT Krakatau Tirta Industri. Studi ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling-Partial Least Square (SEM-PLS) untuk menganalisis data dari 139 responden yang merupakan karyawan procurement yang bekerja di perusahaan yang berada di area Cilegon dan sekitarnya, yang memiliki pengalaman dalam pengambilan keputusan dalam pembelian layanan industri. Hasil penelitian menunjukkan bahwa Service Innovation berpengaruh positif dan signifikan terhadap Purchase Intention, sedangkan Green Innovation dan ECSR tidak memiliki pengaruh langsung yang signifikan. Namun, Green Corporate Image terbukti memperkuat hubungan antara ECSR terhadap Purchase Intention, sedangkan Green Corporate Image terbukti memperlemah hubungan antara Service Innovation dan Purchase Intention. Temuan ini mengindikasikan bahwa citra hijau perusahaan memainkan peran penting dalam mendorong keputusan pembelian konsumen, terutama dalam industri yang semakin kompetitif dan berorientasi pada inovasi dan keberlanjutan. Studi ini memberikan wawasan bagi perusahaan untuk lebih mengoptimalkan strategi keberlanjutan dan inovasi dalam meningkatkan daya saing serta menarik minat beli pelanggan dengan menyesuaikan strategi komunikasi dan diferensiasi produk atau layanan berbasis inovasi hijau. Keywords: Green Innovation, Environmental Corporate Social Responsibility, Service Innovation, Green Corporate Image, Purchase Intention.

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 026
NIM/NIDN Creators:	55123110023
Uncontrolled Keywords:	Green Innovation, Environmental Corporate Social Responsibility, Service Innovation, Green Corporate Image, Purchase Intention.
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 304 Factors Affecting Social Behaviour/Faktor-faktor yang Mempengaruhi Tingkah Laku Sosial > 304.2 Human Ecology/Ekologi Manusia > 304.28 Environmental Abuse/Penyalahgunaan Lingkungan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni > 704.9 Iconography, Icon, Image/Ikonografi, Ikon, Gambar
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	08 Mar 2025 06:34
Last Modified:	08 Mar 2025 06:34
URI:	http://repository.mercubuana.ac.id/id/eprint/94762

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