PENGARUH PEMASARAN BERKELANJUTAN, KESADARAN LINGKUNGAN, DAN SOCIAL INFLUENCE TERHADAP GREEN PURCHASE INTENTION (STUDI KASUS PADA KONSUMEN KONGSI)

Abstract

This research was prepared by Dinda Syailina Putri, Student Identification Number 640210042, with the title “The Influence of Sustainable Marketing, Environmental Awareness, and Social Influence on Green Purchase Intention (Case Study on KONGSI Consumers).” The study was conducted from January to June 2025. The main objective of this research is to analyze how sustainable marketing, environmental awareness, and social influence affect green purchase intention among KONGSI consumers. The research employed a descriptive quantitative approach. Data were collected by distributing questionnaires to 88 respondents who are KONGSI consumers, with the sample selected using probability sampling techniques. Data analysis was carried out through a series of tests, including Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Test, Simultaneous Test (F Test), and Partial Test (t Test), all processed using JASP software. The results of the analysis indicate that all three variables sustainable marketing, environmental awareness, and social influence have a positive and significant influence on green purchase intention. Collectively, these variables make a significant contribution to increasing consumers’ intention to purchase environmentally friendly products.