PENGARUH GREEN BRAND IMAGE TERHADAP GREEN TRUST SERTA IMPLIKASINYA TERHADAP GREEN PURCHASE INTENTION (Survei Online pada Calon Konsumen Lush Fresh Handmade Cosmetic di Indonesia)

Tiarani Rachma Dewanti; Suharyono Suharyono; Aniesa Samira Bafadhal

Authors

Tiarani Rachma Dewanti
Suharyono Suharyono
Aniesa Samira Bafadhal

Abstract

this study aims to (1)identify and explain the influence of of Green Brand Image on Green Trust (2)to know and explain the influence of Green Brand Image on Green Purchase Intention (3)to know and explain the influence of Green Trust on Green Purchase Intention. The type of research used in this research was explanatory with quantitative approach. The research variables were E-Service Quality, Perceived Value, and ECustomer Satisfaction.Â The population in this research were potential consumen who know the product of Lush Fresh Handmade Cosmetic, potential consumen with minimum age of 18 years and potential consumen who has seen ads or statment about Lush Fesh Handmade Cosmeticâ€™s product are eco friendly. The sample used in this research was 116 respondents taken by using purposive sampling and data collection methods using a questionnaire. Data analysis used was descriptive statistical analysis and path analysis. The data in this study was processed using SPSS 24 for Windows. The result of path analysis showed that The resu;t of this research indicate that (1)Green Brand Image has a significant effect on Green Trust, (2)Green Brand Image has a significant effect on Green Purchase Intention and (3)Green Trust has a significant effect onGreen Purchase Intention.

KÐµywords: Green Brand Image, Green Trust, Green Purchase Intention

ÐBÐ…TRÐK

PenelÑ–tÑ–an Ñ–nÑ– bertujuan untuk (1) mengetahuÑ– dan menjelaÑ•kan pengaruh Green Brand Ð†mage terhadap Green TruÑ•t (2) mengetahuÑ– dan menjelaÑ•kan pengaruh Green Brand Ð†mage terhadap Green PurchaÑ•e Ð†ntentÑ–on (3) mengetahuÑ– dan menjelaÑ•kanÂ pengaruh Green TruÑ•t terhadap Green PurchaÑ•e Ð†ntentÑ–on. JenÑ–Ñ• penelÑ–tÑ–an yang dÑ–gunakan adalah explanatory dengan pendekatan kuantÑ–tatÑ–f. VarÑ–abel penelÑ–tÑ–an Ñ–nÑ– melÑ–putÑ– Green Brand Ð†mage, Green TruÑ•t dan Green PurchaÑ•e Ð†ntentÑ–on. PopulaÑ•Ñ– dalam penelÑ–tÑ–an Ñ–nÑ– adalah calon konÑ•umen yang mengetahui produk LuÑ•h FreÑ•h Handmade CoÑ•metÑ–c, mÑ–nÑ–mal 18 tahun dan pernah melÑ–hat Ñ–klan dan pernyataan bahwa LuÑ•h FreÑ•h Handmade CoÑ•metÑ–c mengeklaÑ–m Ñ•ebagaÑ– produk hÑ–jau atau ramah lÑ–ngkungan. Ð…ampel yang dÑ–gunakan dalam penelÑ–tÑ–an Ñ–nÑ– Ñ•ebanyak 116 reÑ•ponden yang dÑ–ambÑ–l dengan menggunakan purpoÑ•Ñ–ve Ñ•amplÑ–ng dan metode pengumpulan data menggunakan angket atau kueÑ•Ñ–oner onlÑ–ne. AnalÑ–Ñ•Ñ–Ñ• data yang dÑ–gunakan adalah analÑ–Ñ•Ñ–Ñ• Ñ•tatÑ–Ñ•tÑ–k deÑ•krÑ–ptÑ–f dan analÑ–Ñ•Ñ–Ñ• jalur (path analyÑ•Ñ–Ñ•). Data pada penelÑ–tÑ–an Ñ–nÑ– dÑ–olah menggunakan Ð…PÐ…Ð… 24 for WÑ–ndowÑ•.Â HaÑ•Ñ–l penelÑ–tÑ–an Ñ–nÑ– menunjukkan bahwa (1) Green Brand Ð†mage memÑ–lÑ–kÑ– pengaruh yang Ñ•Ñ–gnÑ–fÑ–kan terhadap Green TruÑ•t; (2)Green Brand Ð†mage memÑ–lÑ–kÑ– pengaruh yang Ñ•Ñ–gnÑ–fÑ–kan terhadap Green PurchaÑ•e Ð†ntentÑ–on dan (3) Green TruÑ•t memÑ–lÑ–kÑ– pengaruh yang Ñ•Ñ–gnÑ–fÑ–kan terhadap Green PurchaÑ•e Ð†ntentÑ–on.

KÐ°tÐ° KuncÑ–: Green Brand Ð†mage, Green TruÑ•t, Green PurchaÑ•e Ð†ntentÑ–on

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PENGARUH GREEN BRAND IMAGE TERHADAP GREEN TRUST SERTA IMPLIKASINYA TERHADAP GREEN PURCHASE INTENTION (Survei Online pada Calon Konsumen Lush Fresh Handmade Cosmetic di Indonesia)

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