Pengaruh Green Perceived Risk Dan Green Packaging Terhadap Green Purchase Intention Pada Produk Skincare Avoskin ( Studi

Pada Konsumen Terhadap Niat Beli Produk Avoskin )

The Effect of Green Perceived Risk and Green Packaging on Green Purchase Intentions in Avoskin Skincare Products (Study Consumers Against Purchase Intentions for Avoskin Products)

Semakin berkembangnya peradaban manusia dan kemajuan teknologi, ada dampak yang ditimbulkan dari perkembangan positif tersebut. Salah satunya adalah masalah kerusakan lingkungan yang dapat memunculkan ancaman serius apabila manusia tidak memiliki kepedulian untuk memperbaikinya. Tren saat ini menunjukkan sisi positif dengan meningkatnya kesadaran konsumen terhadap lingkungan. Dalam hal ini, peneliti menguji pengaruh green perceived risk dan green packaging terhadap green purchase intention produk skincare Avoskin. Penelitian ini termasuk dalam penelitian kuantitatif dengan model regresi linier berganda. Teknik pengambilan sampel adalah nonprobability sampling dengan kriteria responden belum pernah melakukan pembelian skincare Avoskin dan memiliki niat pembelian produk dalam waktu dekat. Hasil penelitian menunjukkan bahwa green perceived risk secara negatif tidak mempengaruhi green purchase intention produk skincare Avoskin dan green packaging berpengaruh secara positif terhadap green purchase intention produk skincare Avoskin. Penelitian ini diharapkan dapat memberikan kontribusi pada pelaku usaha di Indonesia dalam pengembangan usaha dengan menggunakan faktor kehijauan sebagai strategi pemasaran untuk meningkatkan niat pembelian produk untuk konsumen baru mereka.

The development of human civilization and technological advances, there are impacts resulting from these positive developments. One of them is the problem of environmental damage that can be a serious threat if humans do not have the care to fix it. The current trend shows a positive side with increasing consumer awareness of the environment. In this case, the researcher tested the effect of green perceived risk and green packaging on green purchase intention of Avoskin skincare products. This research is included in quantitative research with multiple linear regression model. The sampling technique was non-probability sampling with the criteria that the respondents had never purchased Avoskin skincare and had an intention to buy in the near future. The results showed that the perception of green risk negatively doesn’t affects the purchase intention of Avoskin skincare products and green packaging has a positive effect on the purchase intention of Avoskin skincare products. This research is expected to contribute for company in Indonesia to develop their business by using green factor as a marketing strategy to increase purchase intention products on their new consumer.