Pengaruh Green Marketing, Health Consiousness, dan Trust pada E-commerce terhadap Niat Beli Produk Masker Kesehatan di Era Pandemi Covid-19

The Influence of Green Marketing, Health Consiousness, and Trust to E-commerce toward Purchase Intention to Health Mask Product In The Covid-19 Pandemic Era

Perubahan yang terjadi akibat pandemi Covid-19 menyebabkan perubahan pola konsumsi masyarakat. Produk-produk ramah lingkungan mulai bermunculan, meningkatnya kesadaran akan kesehatan dan pergeseran dari aktivitas perdagangan konvensional ke perdagangan elektronik (e-commerce) menuntut perusahaan untuk cepat beradaptasi dan menyusun strategi seiring dengan perubahan tersebut dalam upaya meningkatkan niat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaean hijau, kesadaran kesehatan, dan kepercayaan kepada e-commerce terhadap niat beli terhadap produk MASNO. Penelitian ini melibatkan 120 responden, dengan menggunakan teknik non-probability sampling dan judgmental sampling. Kuesioner disebarkan secara online melalui akun Instagram MASNO. Analisis data menggunakan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa pemasaran hijau dan kepercayaan terhadap e-commerce berpengaruh signifikan terhadap niat beli terhadap MASNO, dan kesadaran kesehatan tidak berpengaruh signifikan terhadap niat beli terhadap MASNO. Implikasi praktis dari penelitian ini yakni untuk meningkatkan minat beli konsumen, salah satu hal yang perlu diperhatikan adalah dampak kegiatan pemasaran terhadap lingkungan, sehingga produsen masker diharapkan mampu menciptakan masker inovatif yang aman bagi konsumen, aman bagi lingkungan, dan promosi yang menarik. Integritas, prioritas kepada pelanggan, dan kemampuan penjual dalam mengoperasikan platform e-commerce perlu dioptimalkan sehingga berdampak pada peningkatan minat beli konsumen.

Changes that occurred due to the Covid-19 pandemic caused changes in people's consumption patterns. Environmentally friendly products are starting to appear, the increasing awareness of health and the shift from conventional trading activities to electronic commerce (e-commerce) require companies to quickly adapt and strategize along with these changes in an effort to increase consumer purchase intentions. This study aims to analyze the effect of green marketing, health consiousness, and trust to e-commerce on purchase intention toward MASNO product. This study involved 120 respondents, using non-probability sampling and judgmental sampling techniques. The questionnaires were distributed online through MASNO's Instagram account. Data analysis used multiple linear regression method. The results showed that green marketing and trust to e-commerce had significant effects on purchase intention toward MASNO, and health consciousness had no significant effect on purchase intention towards MASNO. The practical implication of this research is to increase consumers' purchase intention. One of the things that need to be considered is the impact of marketing activities on the environment, so that mask manufacturers are expected to be able to create innovative masks that are safe for consumers, safe for the environment, and interresting promotions. Integrity, priority to customers, and the ability of merchants to operate e-commerce platforms need to be improved so that it has an impact on increasing consumers’ purchase intention.