The Influence of Green Marketing Awareness, Perceived Innovation, and Perceived Price on Consumer's Perceived Value and Purchase Intention

SAFIRA QISTHI, Ike Janita Dewi, Dr., M.B.A.

2022 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Penelitian ini bertujuan untuk menganalisis hubungan green marketing awareness, perceived innovation, dan perceived price terhadap perceived value dan purchase intention. Sampel yang digunakan dalam penelitian ini adalah orang-orang yang menggunakan perawatan kulit The Body Shop dengan usia di atas 18 tahun. Jumlah sampel dalam penelitian ini adalah 117 responden. Metode analisis yang digunakan adalah partial least square (PLS). Hasil penelitian ini menunjukkan bahwa variabel green marketing awareness berpengaruh positif dan signifikan terhadap perceived value. Selanjutnya, perceived innovation dan perceived price memiliki pengaruh yang signifikan terhadap variabel purchase intention. Selain itu, variabel perceived innovation juga memiliki pengaruh yang signifikan terhadap variabel purchase intention. Sementara itu, tidak terdapat pengaruh yang signifikan terhadap green marketing awareness dan purchase intention. Selain itu, variabel perceived price juga tidak berpengaruh terhadap variabel perceived value.

This study aims to analyze the influence of green marketing awareness, perceived innovation, and perceived price on consumer's perceived value and purchase intention. The samples used in this study were people who used The Body Shop skincare with age over 18 years. The number of samples in this study were 117 respondents. The analytical method used is partial least square (PLS). The results of this study indicate that the green marketing awareness variable has a positive and significant effect on perceived value. Furthermore, perceived innovation and perceived price have a significant influence on purchase intention variable. Moreover, the perceived innovation variable also has a significant influence on purchase intention variable. Meanwhile, there was no significant effect on green marketing awareness and purchase intention. Additionally, the perceived price variable also has no effect on the perceived value variable.

Kata Kunci : Green Marketing Awareness, Perceived Innovation, Perceived Price, Perceived value, Purchase Intention, The Body Shop, Skincare, Cosmeti