ALFIAN, ESHA DHANI (2026) PENGARUH GREEN PRODUCT, GREEN LIFESTYLE, DAN GREEN PERCEIVED VALUE TERHADAP GREEN PURCHASE INTENTION FORE COFFEE DI WILAYAH TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Green Product, Green Lifestyle, and Green Perceived Value on Green Purchase Intention of Fore Coffee in Tangerang Region. The independent variables in this study consist of Green Product, Green Lifestyle, and Green Perceived Value, while the dependent variable is Green Purchase Intention. The study population is Fore Coffee consumers in Tangerang Region. The sampling technique used purposive sampling with a sample size of 119 respondents. Data collection was carried out through online questionnaires. The data analysis method used is Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0 software. Data analysis includes outer model testing consisting of convergent validity, discriminant validity, composite reliability, and Cronbach's Alpha, as well as inner model testing including R-Square, F-Square, Q-Square, and hypothesis testing. The results show that Green Product and Green Lifestyle have a positive and significant effect on Green Purchase Intention of Fore Coffee in Tangerang Region. Meanwhile, Green Perceived Value had a positive but insignificant effect on Green Purchase Intention. This finding indicates that environmentally friendly products and an environmentally conscious lifestyle are factors that can increase consumer purchase intention for Fore Coffee, while consumers' perceived green value is not yet a primary factor in driving purchase intention. Keywords: Green Product, Green Lifestyle, green Perceived Value, Green Purchase Intention. Penelitian ini bertujuan untuk menganalisis pengaruh Green Product, Green Lifestyle, dan Green Perceived Value terhadap Green Purchase Intention Fore Coffee di Wilayah Tangerang. Variabel independen dalam penelitian ini terdiri dari Green Product, Green Lifestyle, dan Green Perceived Value, sedangkan variabel dependen adalah Green Purchase Intention. Populasi penelitian adalah konsumen Fore Coffee di Wilayah Tangerang. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 119 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner secara online. Metode analisis data yang digunakan adalah Partial Least Square Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.0. Analisis data meliputi pengujian outer model yang terdiri dari uji validitas konvergen, validitas diskriminan, composite reliability, dan Cronbach’s Alpha, serta pengujian inner model yang meliputi R-Square, F-Square, Q-Square, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa Green Product dan Green Lifestyle berpengaruh positif dan signifikan terhadap Green Purchase Intention Fore Coffee di Wilayah Tangerang. Sementara itu, Green Perceived Value berpengaruh positif namun tidak signifikan terhadap Green Purchase Intention. Temuan ini menunjukkan bahwa produk yang ramah lingkungan serta gaya hidup peduli lingkungan menjadi faktor yang mampu meningkatkan niat beli konsumen terhadap Fore Coffee, sedangkan persepsi nilai hijau yang dirasakan konsumen belum menjadi faktor utama dalam mendorong niat pembelian. Kata Kunci: Green Product, Green Lifestyle, Green Perceived Value, Green Purchase Intention
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