Pengaruh Environmental Knowledge, Environmental Concern dan Health Consciousness terhadap Purchase Intention melalui Attitude pada Local Green Skincare

Tri Nur Avni Amelia; Andi Muhammad Sadat; Nofriska Krissannya

doi:10.31004/riggs.v5i2.11068

Authors

Tri Nur Avni Amelia Universitas Negeri Jakarta
Andi Muhammad Sadat Universitas Negeri Jakarta
Nofriska Krissannya Universitas Negeri Jakarta

DOI:

https://doi.org/10.31004/riggs.v5i2.11068

Keywords:

Environmental Knowledge, Environmental Concern, Health Consciousness, Attitude towards Local Green Skincare, Purchase Intention

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Environmental Knowledge (EK), Environmental Concern (EC), dan Health Consciousness (HC) terhadap Purchase Intention (PI) melalui Attitude towards Local Green Skincare (AT) sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 265 responden di Kota Bogor yang memiliki niat membeli produk local green skincare. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) 4 versi 4.1.1.8 untuk menguji kelayakan model pengukuran (validitas dan reliabilitas), dan menguji hubungan struktural antarvariabel dalam model penelitian. Penelitian ini dilatarbelakangi oleh meningkatnya perhatian konsumen terhadap isu lingkungan dan kesehatan yang mendorong berkembangnya permintaan terhadap produk skincare ramah lingkungan. Namun, masih terdapat kesenjangan antara kepedulian konsumen terhadap lingkungan dengan perilaku pembelian aktual, sehingga diperlukan pemahaman yang lebih mendalam mengenai faktor-faktor yang memengaruhi niat beli konsumen terhadap local green skincare. Hasil penelitian menunjukkan bahwa environmental knowledge, environmental concern, dan health consciousness berpengaruh positif dan signifikan terhadap attitude towards local green skincare maupun purchase intention. Selain itu, attitude towards local green skincare juga berpengaruh positif dan signifikan terhadap purchase intention. Hasil pengujian mediasi menunjukkan bahwa attitude towards local green skincare memediasi secara parsial pengaruh environmental knowledge, environmental concern, dan health consciousness terhadap purchase intention. Temuan ini menunjukkan bahwa peningkatan pengetahuan lingkungan, kepedulian lingkungan, dan kesadaran kesehatan dapat membentuk sikap positif yang pada akhirnya meningkatkan niat beli konsumen terhadap local green skincare. Hasil penelitian ini diharapkan dapat menjadi masukan bagi perusahaan skincare lokal dalam merancang strategi pemasaran yang menekankan aspek keberlanjutan, edukasi lingkungan, dan manfaat kesehatan produk guna meningkatkan purchase intention konsumen

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