THE INFLUENCE OF PERCEIVED VALUE, IDENTITY, AND SELF-CONGRUITY ON AQUA LIFE PURCHASE INTENTION
DOI:
https://doi.org/10.25170/jm.v17i2.2003Kata Kunci:
Nilai yang dipersepsikan, Pemasaran ramah lingkungan, Identitas diri, Penyesuaian Diri, Niat Beli, Aqua LifeAbstrak
Upaya ramah lingkungan merupakan suatu hal utama yang penting dan harus diterapkan dalam kehidupan sehari-hari. Produk AQUA LIFE merupakan salah
satu inovasi yang dibuat oleh pemasar yang dapat mendukung aksi ramah lingkungan. Strategi Green Perceived Value dapat dirasakan dengan baik pada
saat penerapan strategi green marketing. Untuk memahami perilaku niat beli konsumen, maka diperlukan penelitian mengenai identitas dan penyesuaian diri
dalam niat beli produk hasil green marketing tersebut. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada responden dengan karakteristik yang pernah membeli produk AQUA LIFE. Lalu data yang diperoleh, diolah dengan SmartPLS v. 3.3.2 dengan analisis data validitas, reliabilitas, common method bias. Pada tahap pre-test dengan menyebarkan kuesioner kepada 100 responden dan diuji validitas serta reliabilitas. Selanjutnya actual test dengan menyebarkan kuesioner kepada 260 responden dan melakukan analisis data yang lebih mendalam. Hasil penelitian memaparkan bahwa para konsumen tertarik untuk membeli produk AQUA LIFE karena faktor konsep produk dan kemasan yang ditawarkan, serta teknik green marketing yang membuat mereka mengenali konsep ramah lingkungan dan merasakan Green Perceived Value yang tinggi. Konsumen sadar dan menginginkan produk AQUA LIFE sebagai pemenuhan kebutuhan yang sesuai dengan nilai identitas dan penyesuaian diri mereka
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