PURCHASE INTENTION: STRONG EFFECTS OF GREEN ADVERTISING ATTRIBUTES, PARA-SOCIAL RELATIONSHIPS, AND PERCEIVED CREDIBILITY

Ifatuna Hasanah; Widiya Dewi Anjaningrum

doi:10.29303/distribusi.v11i1.267

Penulis

Ifatuna Hasanah Institut Teknologi Dan Bisnis Asia Malang
Widiya Dewi Anjaningrum Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.29303/distribusi.v11i1.267

Kata Kunci:

Atribut Periklanan Hijau, Hubungan Para-sosial, Kredibilitas yang Dirasakan, Niat Membeli

Abstrak

Isu pencemaran lingkungan dalam beberapa tahun terakhir telah menjadi topik permasalahan global. Pemicu terbesar di Indonesia adalah sampah plastik dari aktivitas sehari-hari, terutama pola konsumsi. Penerapan green marketing sudah mulai dilakukan oleh setiap pelaku usaha sebagai bentuk partisipasi dalam mencegah permasalahan lingkungan, sekaligus mengedukasi konsumen mengenai dampaknya. Penelitian ini bertujuan untuk mengetahui hubungan antara atribut green advertising, hubungan parasosial, persepsi kredibilitas, dan niat beli konsumen terhadap produk Starbucks. Pengambilan data terhadap 270 sampel konsumen Starbucks di kota Malang dilakukan secara non-probability sampling melalui instrumen kuesioner. Data yang diperoleh dianalisis menggunakan analisis Partial-Least-Square (PLS). Hasil penelitian menunjukkan bahwa masing-masing atribut green advertising, hubungan parasosial, dan persepsi kredibilitas memiliki pengaruh positif yang kuat terhadap niat beli. Terbukti adanya peran mediasi persepsi kredibilitas terhadap pengaruh hubungan parasosial terhadap niat beli. Kecintaan terhadap iklan hijau dan kecenderungan untuk mengamati apa yang dibeli dan digunakan oleh influencer sangat mempengaruhi minat beli konsumen dan mereka merasa bahwa menggunakan produk ramah lingkungan akan mengurangi rasa bersalah atas kerusakan lingkungan.
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Unduhan

Data unduhan belum tersedia.

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