Authors :
Fahmi Muhammad Kusumah, Dudi Permana
Volume/Issue :
Volume 8 - 2023, Issue 2 - February
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3Zrlw2X
DOI :
https://doi.org/10.5281/zenodo.7680068
Abstract :
:- Environmental pollution can occur due to the
lack of public knowledge about the environment. Under
these conditions, companies are competing to innovate to
create green products. Currently green products in
Indonesia are widely circulated among consumers, with
the concept of Green Products it is necessary to promote
continuously and consistently so that consumers know
green products in more depth through advertising. The
purpose of this study is to determine the factors that can
influence the purchase decision of Aqua products.
Hypothesis testing in this study will be carried out using
the Partial Least Square (PLS) based Structural
Equation Model (SEM) approach. Based on the research
results, green product and green advertising have a
significant effect on green trust, while green trust has a
significant effect on decisions, but green product and
green advertising have no significant effect on
purchasing decisions. Green trust mediates the pseudorelationship between green products and purchasing
decisions, Green trust also mediates the pseudorelationship between green advertising and purchasing
decisions.
Keywords :
Green Product, Green Advertising, Green Trust, Purchase Decision, Aqua
:- Environmental pollution can occur due to the
lack of public knowledge about the environment. Under
these conditions, companies are competing to innovate to
create green products. Currently green products in
Indonesia are widely circulated among consumers, with
the concept of Green Products it is necessary to promote
continuously and consistently so that consumers know
green products in more depth through advertising. The
purpose of this study is to determine the factors that can
influence the purchase decision of Aqua products.
Hypothesis testing in this study will be carried out using
the Partial Least Square (PLS) based Structural
Equation Model (SEM) approach. Based on the research
results, green product and green advertising have a
significant effect on green trust, while green trust has a
significant effect on decisions, but green product and
green advertising have no significant effect on
purchasing decisions. Green trust mediates the pseudorelationship between green products and purchasing
decisions, Green trust also mediates the pseudorelationship between green advertising and purchasing
decisions.
Keywords :
Green Product, Green Advertising, Green Trust, Purchase Decision, Aqua
