ANTESEDEN GREEN TRUST DAN ENVIRONMENTAL ATTITUDE TERHADAP PURCHASE INTENTION PADA PENGGUNA PRODUK THE BODY SHOP DI KOTA SAMARIND --

ABSTRAK
Penelitian ini bertujuan untuk menganalisis Anteseden Green Trust dan
Environmental Attitude terhadap Purchase Intention pada pengguna di Kota
Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan
menggunakan path analysis yang diolah dengan software SPSS Statistic 23
(Statistical Program for Social Science) dan Structural Equation Modelling (SEM)
dengan software IBM AMOS 23 (Analysis Moment of Structural). Serta penelitian
ini menggunakan sampel yang diambil ini adalah dari pengguna produk The Body
Shop di Kota Samarinda sebanyak 150 responden yang berasal dari masyarakat
di kota Samarinda. Teknik pengambilan sampel yang digunakan pada penelitian
ini adalah Purposive Sampling dengan menggunakan skala likert 1 - 5. Dalam
penelitian ini dilakukan juga sebuah uji instrumen yaitu uji validitas dan uji
reliabilitas serta uji asumsi klasik yaitu uji linearitas, normalitas, multikolinearitas,
dam uji heteroskedastisitas selanjutnya dilakukan uji estimasi dan uji structural
model fit.
Berdasarkan model structural dapat dibuktikan bahwa terdapat hubungan
yang signifikan antara hubungan Environmental Knowledge, Green Product, Eco-
label berpengaruh positif signifikan terhadap Green Trust, Environmental
Knowledge, Green Product, Eco-label berpengaruh positif signifikan terhadap
Environmental Attitude, Green Product, Green Advertising, Eco-label, Green Trust,
Environmental Attitude berpengaruh positif signifikan terhadap Purchase Intention,
Green Trust berpengaruh positif signifikan terhadap Purchase Intention. Adapun
pengaruh tidak signifikan pada penelitian ini adalah hubungan Environmental
Knowledge, Green Advertising berpengaruh negatif tidak signifikan terhadap
Green Trust dan Purchase Intention. Dan pada hubungan Eco-label berpengaruh
negatif tidak signifikan terhadap Purchase Intention pada pengguna produk The
Body Shop di kota Samarinda.
Kata Kunci: Eco-label, Environmental Knowledge, Environmental Attitude, Green
Advertising, Green Product, Green Trust, Purchase Intention
ABSTRACT
This study aims to analyze the antecedents of Green Trust and
Environmental Attitude towards Purchase Intention of users in Samarinda City.
This study used a quantitative approach using path analysis which was processed
with SPSS Statistical 23 (Statistical Program for Social Science) and Structural
Equation Modeling (SEM) software with IBM AMOS 23 (Analysis of Structural
Moments) software. As well as this study using samples taken from users of The
Body Shop products in Samarinda City as many as 150 respondents from the
community in Samarinda city. The sampling technique used in this study was
Purposive Sampling using a Likert scale of 1 - 5. In this study an instrument test
was also carried out, namely validity and reliability tests as well as classical
assumption tests, namely linearity, normality, multicollinearity tests, and
heteroscedasticity tests were then carried out estimation test and structural model
fit test.
Based on the structural model, it can be proven that there is a significant
relationship between the relationship Environmental Knowledge, Green Product,
Eco-label has a significant positive effect on Green Trust, Environmental
Knowledge, Green Product, Eco-label has a significant positive effect on
Environmental Attitude, Green Product, Green Advertising, Eco-label, Green Trust,
Environmental Attitude have a significant positive effect on Purchase Intention,
Green Trust has a significant positive effect on Purchase Intention. The
insignificant influences in this study are the relationship between Environmental
Knowledge, Green Advertising and insignificant negative effect on Green Trust and
Purchase Intention. And the Eco-label relationship has no significant negative
effect on Purchase Intention for users of The Body Shop products in Samarinda
city.
Keywords: Environmental Knowledge, Green Product, Green Advertising, Eco-
label, Green Trust, Environmental Attitude, Purchase Intention, The Body Shop,
Samarinda