Pengaruh Strategi Pemasaran Hijau Terhadap Preferensi Konsumen Muslim Dengan Metode Structural Equation Modeling

Abstract

This study aims to determine (1) the effect of green advertising on purchase intention, (2) the effect of green brands on purchase intention, (3) the effect of green product knowledge on purchase intention. Views and patterns of human life began to shift along with increasing awareness and concern for the environment, increasing awareness and concern for the importance of environmental sustainability encourages every individual to consume environmentally friendly products. This research is a survey research, because this research instrument uses a questionnaire to obtain data. The population in this study are Muslim consumers who make transactions at least once a month. A sample of 80 respondents using the SEM (Structural Equation Modeling) method. The results of this study found that: (1) Green brand had a significantly positive effect on purchase intention with a CR value of 0.849 > 0.6 and a p-value of 0.015 <0.05. (2) Green brand knowledge has a significant positive effect on purchase intention with a CR value of 0.872 > 0.6 and a p-value of 0.001 <0.05.