PENGARUH E-WOM DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION PRODUK SEPATU LOKAL BERKELANJUTAN MELALUI ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI

IBNU HAIBAN, . (2026) PENGARUH E-WOM DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION PRODUK SEPATU LOKAL BERKELANJUTAN MELALUI ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (e-WOM) dan environmental concern terhadap green purchase intention produk sepatu lokal berkelanjutan melalui attitude toward green product sebagai variabel mediasi dengan menggunakan teori Stimulus–Organism–Response (S-O-R) sebagai landasan konseptual. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei daring. Unit analisis dalam penelitian ini adalah individu yang memiliki niat membeli produk sepatu lokal berkelanjutan. Data diperoleh dari 200 responden melalui penyebaran kuesioner dengan metode purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan AMOS 26. Hasil penelitian menunjukkan bahwa environmental concern berpengaruh positif terhadap green purchase intention dan attitude toward green product. Sebaliknya, e-WOM tidak berpengaruh terhadap green purchase intention maupun attitude toward green product. Penelitian ini juga menunjukkan bahwa attitude toward green product tidak berpengaruh terhadap green purchase intention. Hasil uji mediasi menunjukkan bahwa attitude toward green product tidak mampu memediasi pengaruh e-WOM maupun environmental concern terhadap green purchase intention. Penelitian ini menyimpulkan bahwa kepedulian konsumen terhadap lingkungan menjadi faktor utama yang mendorong niat membeli produk sepatu lokal berkelanjutan. Pelaku usaha disarankan meningkatkan edukasi dan kampanye mengenai pentingnya isu keberlanjutan. Peneliti selanjutnya disarankan menambahkan variabel lain serta memperluas objek penelitian agar hasil penelitian dapat digeneralisasikan. ***** This study aims to examine the influence of electronic word of mouth (e-WOM) and environmental concern on green purchase intention toward sustainable local footwear products through attitude toward green products as a mediating variable, based on the Stimulus–Organism–Response (S-O-R) theory. A quantitative approach was employed using an online survey method. The unit of analysis comprised individuals who expressed an intention to purchase sustainable local footwear products. Data were collected from 200 respondents using a purposive sampling technique through a structured questionnaire. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 26. The findings reveal that environmental concern has a positive effect on both green purchase intention and attitude toward green products. In contrast, e-WOM has no significant effect on either green purchase intention or attitude toward green products. The results also indicate that attitude toward green products does not significantly influence green purchase intention. Furthermore, the mediation analysis demonstrates that attitude toward green products does not mediate the effects of e-WOM or environmental concern on green purchase intention. The study concludes that consumers' environmental concern is the primary factor driving their intention to purchase sustainable local footwear products. Therefore, businesses are encouraged to strengthen educational initiatives and campaigns promoting sustainability issues. Future research is recommended to incorporate additional variables and expand the research scope to enhance the generalizability of the findings.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Ibnu Haiban .
Date Deposited:	12 Aug 2026 08:10
Last Modified:	12 Aug 2026 08:10
URI:	http://repository.unj.ac.id/id/eprint/70388

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