PENGARUH ENVIRONMENTAL CORPORATE SOCIAL RESPONSIBILITY, GREEN ADVERTISING, DAN GREEN PACKAGING TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI
Abstrak
Increased public awareness of the surrounding environment affects people's lifestyles, as people become more interested in purchasing environmentally friendly products. This study aimed to determine the effect of ECSR, green advertising, and green packaging on the AQUA bottled drinking water brand in Indonesia, specifically on purchase intention through the mediation of the brand image variable. To conduct this study, a quantitative approach was employed, utilizing an online survey with 141 respondents. The data was processed using the SEM PLS (Structural Equation Modeling – Partial Least Square) method in Smart PLS version 3. The results indicated that ECSR and green packaging had a positive impact on brand image, and the dependent variable, purchase intention, positively influenced brand image.
Peningkatan kesadaran masyarakat terhadap lingkungan sekitar mempengaruhi gaya hidup masyarakat. Masyarakat cenderung semakin tertarik untuk membeli barang-barang yang ramah lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh ECSR, green advertising, green packaging pada brand air minum dalam kemasan di Indonesia terhadap niat beli/ purchase intention melalui mediasi variabel brand image. Penelitian ini menggunakan pendekatan kuantitatif melalui survei online yang dilakukan kepada 141 responden secara keseluruhan dan data tersebut diolah menggunakan metode structural equation modelling (SEM) dengan aplikasi SmartPLS versi 3. Hasil penelitian menunjukkan bahwa ECSR, green packaging berpengaruh positif terhadap brand image, dan purchase intention sebagai variabel terikat mendapatkan pengaruh positif dari brand image.
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DOI: https://doi.org/10.24198/adbispreneur.v8i3.45725
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