Analisis Pengaruh Environmental Concern, Celebrity Endorsement, dan Green Perceived Value terhadap Green Purchase Intention pada Produk Makanan Organik

Chronika Nadia Siringoringo; Titik Desi Harsoyo

doi:10.53697/emak.v6i3.2611

Authors

Chronika Nadia Siringoringo Universitas Mercu Buana Yogyakarta
Titik Desi Harsoyo Universitas Mercu Buana Yogyakrta

DOI:

https://doi.org/10.53697/emak.v6i3.2611

Keywords:

Kepedulian Lingkungan, Dukungan Selebriti, Nilai Hijau yang Dirasakan, Niat Pembelian Ramah Lingkungan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Environmental Concern, Celebrity Concern dan Green Perceived Value terhadap Green Purchase Intention pada produk Makanan Organik. Sampel dalam penelitian ini adalah 100 responden yang belum pernah membeli maupun yang sudah pernah membeli produk Makanan Organik dan mengetahui bahwa produk Makanan Organik merupakan produk yang ramah lingkungan. Teknik pengambilan sampel menggunakan purposive sampling dengan instrumen penelitian kuesioner. Hasil uji instrument menyatakan bahwa seluruh item pernyataan yang digunakan dalam instrumen ini valid dan reliabel. Hasil uji asumsi klasik menyatakan bahwa data dalam penelitian ini terdistribusi normal dan bebas dari multikolinearitas dan hereoskedastitas. Berdasarkan hasil penelitian, dapat dibuktikan bahwa (1) Environmental Concern berpengaruh positif dan signifikan terhadap Green Purchase Intention pada produk Makanan Organik. (2) Celebrity Endorsement tidak berpengaruh positif dan signifikan terhadap Green Purchase Intention pada produk Makanan Organik. (3) Green Perceived Value berpengaruh positif dan signifikan terhadap Green Purchase Intention pada produk Makanan Organik.

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