Pengaruh Greenwashing terhadap Brand Perception dan Keputusan Pembelian: Perspektif Konsumen pada Produk Berkelanjutan di Kota Bandung

Penulis

  • andi sukandi Politeknik Maritim Eka Utama Subang
  • Rachma Waty Fazry Politeknik Maritim Eka Utama Subang

DOI:

https://doi.org/10.4143/jki.v3i01.108

Kata Kunci:

Greenwashing, Kepercayaan Konsumen, Keputusan Pembelian, Wawasan Konsumen

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh greenwashing terhadap kepercayaan konsumen dan keputusan pembelian, serta menguji peran moderasi wawasan konsumen yang berwawasan lingkungan. Data diperoleh melalui survei terhadap 304 responden yang terkait dengan konsumsi produk yang diklaim ramah lingkungan. Hasil penelitian menunjukkan bahwa greenwashing memiliki pengaruh positif dan signifikan terhadap kepercayaan konsumen (β = 0,326, p < 0,05) dan keputusan pembelian (β = 0,358, p < 0,05), bertentangan dengan hipotesis awal yang mengharapkan pengaruh negatif. Selain itu, wawasan konsumen yang berwawasan lingkungan tidak signifikan memoderasi hubungan antara greenwashing dengan kepercayaan konsumen (β = -0,018, p > 0,05) maupun keputusan pembelian (β = -0,007, p > 0,05). Di sisi lain, kepercayaan konsumen terhadap brand terbukti memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (β = 0,261, p < 0,05). Penelitian ini memberikan kontribusi penting terhadap literatur mengenai greenwashing dan perilaku konsumen, dengan menunjukkan bahwa strategi pemasaran berbasis greenwashing dapat diterima secara positif oleh konsumen dalam konteks tertentu. Implikasi praktisnya, perusahaan perlu berhati-hati dalam menggunakan strategi greenwashing dan sebaiknya lebih menekankan pada penguatan kepercayaan brand secara autentik untuk mendorong keputusan pembelian.

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Unduhan

Diterbitkan

01-02-2025

Cara Mengutip

sukandi, andi, & Fazry, R. W. (2025). Pengaruh Greenwashing terhadap Brand Perception dan Keputusan Pembelian: Perspektif Konsumen pada Produk Berkelanjutan di Kota Bandung. Jurnal Kesehatan & Disiplin Ilmu, 3(01), 48–61. https://doi.org/10.4143/jki.v3i01.108

Terbitan

Vol 3 No 01 (2025): Ilmu Kesehatan & Multidisiplin Ilmu

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Hak Cipta (c) 2025 andi sukandi, Rachma Waty Fazry

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