THE INFLUENCE OF PERCEIVED QUALITY, PRICE PERCEPTION AND SOCIAL MEDIA MARKETING ON GREEN PRODUCT PURCHASE INTENTION: CASE STUDY IN INDONESIA

Abstract

As global and Indonesian environmental conditions continue to deteriorate, sustainability has become an increasingly critical issue. Environmentally conscious consumers consider environmental factors in their purchasing decisions and seek products and brands that minimise negative environmental and social impacts. This study used purposive sampling method with 177 students from Duta Wacana Christian University, Indonesia as participants to examine the influence of perceived quality, price perception and social media marketing as predictors of green product purchase intention in the digital era. The research used survey methods with questionnaires, and the researchers used purposive sampling as the sampling technique. Multiple regression analysis was used to process the data and evaluate the research model and hypotheses. The results of hypothesis testing indicate that all the predictors have a positive and significant effect on green product purchase intention. The findings suggest that companies wishing to sell green products must be aware of the quality of their green products, exercise caution in setting pricing policies, and consistently use social media to promote their products to young consumers in Indonesia.