PENGARUH GREEN BRAND POSITIONING DAN GREEN BRAND KNOWLEDGE TERHADAP GREEN PURCHASE INTENTION MELALUI SIKAP PADA GREEN BRAND SEBAGAI VARIABEL MEDIASI

Abstract

Meningkatnya kepedulian konsumen akan isu lingkungan dapat memengaruhi perilaku pembelian. Pemahaman dampak konsumsi terhadap lingkungan dapat mendorong konsumen dalam niat pembelian produk ramah lingkungan. Pada dasarnya setiap konsumen selalu menginginkan produk yang sehat, aman digunakan dan memiliki dampak pencemaran sekecil mungkin bagi lingkungannya. Niat pembelian produk ramah lingkungan atau dapat disebut green purchase intention dipengaruhi oleh beberapa faktor diantaranya adalah green brand positioning, green brand knowledge dan sikap pada green brand. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh green brand positioning dan green brand knowledge terhadap green purchase intention melalui sikap pada green brand sebagai variabel mediasi pada konsumen Aqua. Penelitian ini menggunakan nonprobability sampling dengan mengandalkan judgment dari peneliti untuk membidik responden. Responden adalah konsumen Aqua sekaligus green consumer yang mengetahui program Aqua Life dengan rentang umur 18—65 tahun sebanyak 200 reponden. Teknik analisis data menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa green brand positioning berpengaruh signifikan terhadap green purchase intention dan sikap pada green brand. Sedangkan green brand knowledge tidak berpengaruh signifikan terhadap green purchase intention namun berpengaruh signifikan terhadap sikap pada green brand. Untuk variabel sikap pada green brand dinyatakan memediasi secara sempurna green brand positioning dan green brand knowledge terhadap green purchase intention.  Increased consumer awareness of environmental issues can influence purchasing behavior. Understanding the impact of consumption on the environment can encourage consumers in green product intention. Basically every consumer always wants a product that is healthy, safe to use and has the least possible pollution impact on the environment. The purchase intention environmentally friendly products or can be called green purchase intention is influenced by several factors among them are green brand positioning, green brand knowledge, and attitudes towards green brands. This study aims to analyze the effect of green brand positioning and green brand knowledge on green purchase intention through attitude towards green brand as a mediating variable for Aqua consumers. This research uses non probability sampling and judgmental sampling methode to target respondents. Respondents were Aqua consumers as well as green consumers who know the Aqua Life program with an age range of 18-65 years as many as 200 respondents. Data analysis techniques using path analysis. The results of this study examined that green brand positioning had significant effect on green purchase intention and attitude toward green brand while green brand knowledge had no significant effect on green purchase intention but had significant effect on attitudes toward green brands. The attitude toward green brand stated to perfectly mediate green brand positioning and green brand knowledge on green purchase intention.