Niat Pembelian Konsumen terhadap Air Mineral yang dikemas dalam Botol Ramah Lingkungan
Consumer Purchase Intentions for Mineral Water packaged in Environmentally Friendly Bottles
Abstract
Di saat kesadaran akan kelestarian lingkungan tumbuh, produsen mulai memproduksi air mineral yang dikemas dalam botol ramah lingkungan dengan harapan penggunaan botol plastik dapat dikurangi. Rancangan penelitian ini adalah uji hipotesis. Teknik pengambilan sampel adalah purposive sampling dan diperoleh 190 orang responden yang mengetahui dan pernah membeli air mineral Aqua Life. Metode pengumpulan data adalah survey dengan menyebarkan kuesioner kepada responden. Data diolah menggunakan Structural Equation Modeling (SEM). Hasil penelitian memperlihatkan bahwa religiosity, environmental knowledge, dan green brand image berpengaruh positif terhadap attitude yang selanjutnya mempengaruhi purchase intentions. Sedangkan environmental concern tidak memiliki pengaruh positif terhadap attitude. Hasil penelitian ini dapat menjadi masukan bagi pemasar air mineal yang dikemas dalam botol ramah lingkungan agar dapat merancang strategi promosi yang tepat.
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