Pengaruh Environmental Concern terhadap Purchase Intention pada Produk Skincare Organik
DOI:
https://doi.org/10.22219/satwika.v8i2.33844Keywords:
environmental concern, Purchase Intention, Skincare, organikAbstract
Makin naiknya perhatian terhadap masalah lingkungan mendorong konsumen untuk lebih selektif dalam memilih produk yang berkelanjutan seperti produk skincare organik berbahan alami dalam rutinitas sehari-hari. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kepedulian lingkungan individu terhadap niat membeli produk skincare organik. Penelitian ini menggunakan penelitian pendekatan kuantitatif yang melibatkan 275 responden pengguna produk skincare ramah lingkungan/organik berbahan alami berusia 17-40 tahun. Pengambilan sampel menggunakan teknik incidental sampling. Dalam penelitian ini menggunakan metode regresi linear dengan bantuan IBM SPSS versi 25. Pengumpulan data yang digunakan untuk mengukur variabel environmental concern adalah environmental concern scale memiliki nilai Cronbach’s Alpha sebesar 0,793. Pengumpulan data yang digunakan untuk mengukur variabel purchase intention adalah purchase intention for green products scale memiliki nilai Cronbach’s Alpha sebesar 0,893. Hasil analisis menunjukkan bahwa environmental concern berpengaruh signifikan positif terhadap purchase intention sebesar 26,6% dengan nilai koefisien yang diperoleh adalah F= 98,515 p= 0,000 dan B= 0,508. Dari hasil penelitian ini, dapat disimpulkan bahwa semakin tinggi environmental concern pada individu maka semakin tinggi purchase intention individu terhadap pengguna skincare organik.
The increasing attention to environmental issues encourages consumers to be more selective in choosing sustainable products such as organic skincare products made from natural ingredients in their daily routine. This study aims to determine how much influence individual environmental concerns have on the intention to buy organic skincare products. This study uses a quantitative approach research involving 275 respondents who are users of environmentally friendly/organic skincare products made from natural ingredients aged 17-40 years. Sampling using incidental sampling technique. In this study using the linear regression method with the help of IBM SPSS version 25. Data collection used to measure environmental concern variables is the environmental concern scale which has a Cronbach’s Alpha value of 0.793. Data collection used to measure purchase intention variables is purchase intention for green products scale has a Cronbach’s Alpha value of 0.893. The results of the analysis show that environmental concern has a significant positive effect on purchase intention by 26.6% with the coefficient value obtained is F= 98.515 p= 0.000 and B= 0.508. From the results of this study, it can be concluded that the higher the environmental concern of individuals, the higher the individual purchase intention of organic skincare users.
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