Pengaruh Green Product Perception, Brand Awareness, dan Price Perception terhadap Purchase Intention Produk Brand Artiq
The Influence of Green Product Perception, Brand Awareness, and Price Perception on Purchase Intention of Artiq Brand Products
DOI:
https://doi.org/10.36257/jamb.v7i1.12584Abstrak
Penelitian kuantitatif eksplanatori ini melibatkan 200 calon konsumen berusia 17–35 tahun di Kota Surabaya yang belum pernah mengenal maupun membeli produk Artiq, dipilih melalui purposive sampling. Sebelum mengisi pernyataan penelitian, responden diberi stimulus berupa pengenalan singkat merek, gambar produk, dan informasi harga Artiq. Data dianalisis menggunakan SEM-PLS dengan SmartPLS 3.0. Hasil pengujian outer model menunjukkan model valid dan reliabel, dan pengujian inner model menunjukkan daya jelas moderat (R² = 0,302) dengan relevansi prediktif menengah (Q² = 0,280). Ketiga hipotesis diterima dengan Green Product Perception sebagai determinan paling dominan (β = 0,343; T = 4,018; p = 0,000; f² = 0,164), diikuti Price Perception (β = 0,295; T = 4,110; p = 0,000; f² = 0,113) dan Brand Awareness (β = 0,181; T = 2,262; p = 0,024; f² = 0,041). Temuan ini menegaskan bahwa pada brand baru, persepsi keberlanjutan produk justru mendorong niat beli lebih kuat dibandingkan kesadaran merek itu sendiri, meski Brand Awareness tetap memberikan kontribusi yang signifikan terhadap model. Dengan memperluas pemahaman green purchase behavior pada kategori produk elektronik, penelitian ini memberikan implikasi praktis bagi Artiq dan brand sejenis untuk memprioritaskan komunikasi atribut lingkungan, positioning harga yang sepadan, dan penguatan Brand Awareness melalui kanal digital.
Kata Kunci: Green Product Perception, Brand Awareness, Price Perception, Purchase Intention.
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