Model Keputusan Pembelian Produk Hijau: Peran Kualitas, Kepercayaan Merek, dan Informasi Produk
DOI:
https://doi.org/10.37888/bjrm.v9i1.875Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk hijau, kepercayaan merek hijau (green brand trust), dan informasi produk terhadap keputusan pembelian produk penyedap jamur Totole di Kota Ambon. Latar belakang penelitian ini didasarkan pada meningkatnya kesadaran konsumen terhadap produk ramah lingkungan, namun belum diikuti oleh peningkatan keputusan pembelian yang signifikan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 120 responden pengguna produk Totole yang dipilih dengan teknik purposive sampling. Analisis data dilakukan dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS) menggunakan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas produk hijau berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian, yang mengindikasikan bahwa persepsi atribut hijau belum menjadi faktor utama dalam keputusan beli konsumen. Sebaliknya, green brand trust dan informasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kepercayaan merek terbukti menjadi determinan paling kuat, menegaskan bahwa transparansi dan kredibilitas merek berperan penting dalam mendorong perilaku pembelian produk hijau. Sementara itu, informasi produk yang jelas dan mudah diakses memperkuat persepsi nilai serta mengurangi ketidakpastian konsumen. Implikasi hasil penelitian ini menunjukkan bahwa strategi pemasaran produk hijau perlu difokuskan pada pembangunan kepercayaan dan penyediaan informasi yang akurat, bukan hanya pada klaim keberlanjutan. Penelitian ini juga memberikan kontribusi teoretis dalam memperkuat pemahaman tentang perilaku konsumen hijau di pasar domestik Indonesia serta menjadi dasar bagi pengembangan strategi pemasaran yang lebih berkelanjutan.
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