MENGKAJI PERAN GREEN ADVERTISING DAN eWOM TERHADAP NIAT BELI PRODUK RAMAH LINGKUNGAN
DOI:
https://doi.org/10.32477/ss2p9h83Keywords:
Green Product, Green Advertising, eWOM, Green Purchase IntentionAbstract
Permasalahan lingkungan dan meningkatnya kesadaran akan keberlanjutan mendorong produsen kosmetik untuk menerapkan strategi pemasaran hijau dan digital. Penelitian ini bertujuan untuk menganalisis pengaruh green advertising dan electronic word of mouth (eWOM) terhadap green purchase intention melalui attitude towards green product sebagai variabel mediasi pada konsumen produk Avoskin di Kabupaten Sleman. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 135 responden yang mengetahui dan memperhatikan kampanye pemasaran digital Avoskin tetapi belum pernah membeli produk tersebut. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan software SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa green advertising dan eWOM berpengaruh positif dan signifikan terhadap attitude towards green product dan green purchase intention. Selain itu, attitude towards green product terbukti berperan sebagai mediator yang signifikan dalam hubungan tersebut. Temuan ini memberikan implikasi bahwa merek kosmetik harus secara strategis mengintegrasikan nilai lingkungan dalam ulasan digital dan periklanan guna membentuk perilaku konsumen yang ramah lingkungan secara efektif.
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