The Influence of Social Media Marketing, Brand Image, Brand Awareness on Brand Loyalty
DOI:
https://doi.org/10.55606/jupiman.v5i3.6854Keywords:
Green Perceived Risk, Green Perceived Value, Green Purchase Intention, Green Word of Mouth, Sustainable Purchasing BehaviorAbstract
This study investigates the influence of green perceived risk, green perceived value, and green word of mouth on green purchase intention. This research employed a causal associative approach to examine the relationships among the variables. The population consisted of consumers of Indomaret Point SPBU BP AKR in Joglo, West Jakarta. A total of 165 respondents were selected as the sample through a Google Form questionnaire using a purposive sampling technique. Data were analyzed using the structural equation modeling (SEM) approach based on partial least squares (PLS), with SmartPLS 4.1 as the analytical tool. The results indicate that green perceived risk, green perceived value, and green word of mouth have significant effects on green purchase intention. These findings suggest that consumers’ perceptions of environmental risks, the benefits associated with environmentally friendly products, and information communicated through interpersonal or consumer-based recommendations can influence their intention to make green purchases. Therefore, companies should consider strengthening green product value, reducing perceived environmental risks, and encouraging positive green word of mouth to increase consumers’ green purchase intentions and support more sustainable purchasing behavior among consumers.
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