Pengaruh Green Marketing Mix Terhadap Green Purchase Intention dengan Green Psychological Benefit Sebagai Variabel Intervening Pada Produk From This Island di Surabaya

الملخص

This study aims to analyze the effect of green product, green price, green place, and green promotion on green psychological benefit and green purchase intention, as well as to examine the role of green psychological benefit as an intervening variable among consumers of From This Island products in Surabaya. The population in this study consists of individuals residing in Surabaya who have purchased or used From This Island products. A sample of 170 respondents was obtained using a nonprobability sampling technique with a purposive sampling approach. Data analysis was conducted using SEM-PLS with SmartPLS version 4.0 software. The results show that green product has a significant effect on green psychological benefit (t-statistic 8.472; p-value 0.000) and green purchase intention (t-statistic 2.712; p-value 0.007). Green price significantly affects green psychological benefit (t-statistic 7.024; p-value 0.000) and green purchase intention (t-statistic 4.962; p-value 0.000). Green place also has a significant effect on green psychological benefit (t-statistic 7.222; p-value 0.000) and green purchase intention (t-statistic 5.988; p-value 0.000). Furthermore, green promotion significantly affects green psychological benefit (t-statistic 5.018; p-value 0.000) and green purchase intention (t-statistic 4.300; p-value 0.000). In addition, green psychological benefit has a significant effect on green purchase intention (t-statistic 6.184; p-value 0.000). The indirect effect results indicate that all variables in the green marketing mix significantly influence green purchase intention through green psychological benefit. In conclusion, all variables in the green marketing mix have a significant effect, both directly and indirectly, on green purchase intention through green psychological benefit.