PENGARUH GREEN PRODUCT DAN GREEN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PADA PRODUK MIE INSTAN LEMONILO

Abstract

This research examines the direct effect between Green Product, Green Perceived Value, and Purchase Intention on Purchasing Decisions. As well as the effect of Green Product and Green Perceived Value on Purchase Intention. Besides, this study also examines the indirect effect of Green Product on Purchasing Decisions through Purchase Intention and Green Perceived Value on Purchasing Decisions through Purchase Intention. This study applies quantitatively. The population consist of consumer of Lemonilo instant noodle whose domicile is in Surabaya. The sample wasselected by using Lemeshow since the population was unknown, in line with that, there were 100 respondents as the sample. The data collection technique used purposive sampling. The data analysis technique in this study used Partial Least Square (PLS) through SmartPLS software version 4.0. The results shows that Green Perceived Value has a positive and significant effect on Purchasing Decisions, Green Perceived Value has a positive and significant effect on Purchasing Intention, Purchasing Intention has a positive and significant effect on Purchasing Decisions, and Purchasing Intention mediates Green Perceived Value on Purchasing Decisions. In addition, Green Product has a negative and insignificant effect on Purchasing Decisions, Green Product has a positive and insignificant effect on Purchase Intention, and Purchase Intention does not mediate Green Product on Purchasing Decisions.