Pengaruh Green Product Trust dan Green Product Value terhadap Green Behavioral Intention pada Mahasiswa Universitas Negeri Semarang
DOI:
https://doi.org/10.61722/jmia.v3i3.10725Keywords:
Green Product Trust, Green Product Value, Green Behavioral Intention, Pemasaran Hijau, MahasiswaAbstract
Penelitian ini mengkaji pengaruh Green Product Trust (GPT) dan Green Product Value (GPV) terhadap Green Behavioral Intention (GBI) pada mahasiswa. Menggunakan pendekatan kuantitatif asosiatif kausal, data dikumpulkan dari 30 mahasiswa melalui kuesioner dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa GPT dan GPV secara simultan berpengaruh signifikan terhadap GBI (F = 3,919; p = 0,032; R² = 0,225), namun keduanya tidak signifikan secara parsial. Ketidaksignifikanan parsial ini diduga disebabkan oleh keterbatasan ukuran sampel, reliabilitas instrumen GPT yang belum ideal, dan efek ceiling pada variabel GPV. Penelitian ini memberikan kontribusi empiris awal dalam penerapan kerangka green factors pada konteks mahasiswa Indonesia dan membuka peluang replikasi dengan sampel lebih besar serta metode PLS-SEM.
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