Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Produk Zorlien Led Yang Dimoderasikan Teknologi Internet (Studi Pada Mahasiswa di Universitas 17 Agustus 1945 Jakarta)

Abstract

This study aims to examine the effect of green marketing and brand image on buying interest in Zorlien led products with internet technology as a moderating variable. This research was conducted in the areas of Jakarta, Java, Sumatra, Padang, Medan, Lampung. The sampling technique used purposive sampling method. This research data is primary data collected by distributing questionnaires to users of Zorlien led products with a sample of 97 respondents. Hypothesis testing was carried out using the partial least squares (PLS) data analysis method. Based on statistical tests, the results show that green marketing has a positive and significant effect on buying interest, brand image has a positive and significant effect on buying interest, internet technology has a positive and insignificant effect on buying interest. While the moderation of internet technology on green marketing has no significant positive effect on buying interest. Moderation of internet technology on brand image has no significant positive effect on buying interest.

Green Marketing, Lifestyle, and the Purchase Intention of Bottled Water among Generation Z

“…The stronger the environmental care message Ades conveys through advertisements, the more it attracts environmentally conscious consumers, thereby strengthening their purchase intention for the product. These findings align with previous research by (Azaria & Utami, 2022), (Chandra & Tunjungsari, 2019), (Oktaviani & Rodhiah, 2021), (Osiyo & Semuel, 2022), (Sukma et al, 2020), which also found positive results regarding the relationship between Green Marketing and Purchase Intention.…”

“…According to Kotler and Keller in (Azaria & Utami, 2022), Purchase intention is a consumer behavior that arises through responses to objects indicating consumer desires or needs, which drives the desire to purchase and possess the item. According to Setiadi in (Wijaksono et al, 2022), consumer purchase intention is the process of unifying all available information to evaluate several choices, resulting in a decision.…”

“…This statement shows that green marketing is related to consumer purchase intention, as it focuses on the activities they are interested in and their opinions about environmental concerns, thus influencing their purchase intention for a product or service. Based on the findings of (Azaria & Utami, 2022), Green marketing has a positive and significant influence on purchase intention. Azaria & Utami (2022) also add that Green marketing approaches are based on consumers' desires and expectations to minimize environmental damage, leading to their preference for green products.…”

“…Based on the findings of (Azaria & Utami, 2022), Green marketing has a positive and significant influence on purchase intention. Azaria & Utami (2022) also add that Green marketing approaches are based on consumers' desires and expectations to minimize environmental damage, leading to their preference for green products. Similar research results shown by (Sukma et al, 2020) indicate that green marketing positively influences purchase intention.…”