Muhammad Sofyan Arliandi, - and Vanessa Gaffar, - and Arief Budiman, - (2025) PENGARUH GREEN ADVERTISING TERHADAP WILLINGNESS TO PAY DENGAN GREEN BRAND TRUST DAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI: Studi pada Konsumen Air Minum dalam Kemasan Galon di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Isu global mengenai perubahan iklim, pencemaran lingkungan, dan krisis energi telah meningkatkan kesadaran masyarakat mengenai sustainability. Fenomena yang memicu pergeseran perilaku konsumen dimana sebagian individu bersedia mengubah kebiasaan belanja untuk mengurangi dampak lingkungan, bahkan rela membayar harga lebih demi produk eco-friendly. LeMinerale sebagai produsen air minum dalam kemasan galon di Indonesia menanggapi fenomena ini melalui penerapan strategi green advertising dengan menekankan pesan keberlanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh green advertising terhadap willingness to pay pada produk air minum LeMinerale kemasan galon, dimediasi oleh green brand trust dan perceived value. Penelitian dilakukan dengan pendekatan kuantitatif melalui survei online kepada 330 konsumen air minum dalam kemasan galon di Kota Bandung dan dianalisis menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS). Hasil penelitian menemukan bahwa green advertising tidak berpengaruh signifikan terhadap willingness to pay melalui green brand trust sehingga peran mediasi green brand trust dinilai lemah dalam produk LeMinerale kemasan galon. Sebaliknya, green advertising berpengaruh positif signifikan terhadap willingness to pay melalui perceived value mengindikasikan bahwa perceived value lebih signifikan dalam peran mediasi. Global issues such as climate change, environmental pollution, and the energy crisis have raised public awareness about sustainability. This phenomenon has triggered a shift in consumer behavior, with some individuals willing to change their shopping habits to reduce environmental impact, even paying a premium for ecofriendly products. LeMinerale, as a producer of bottled water in gallon containers in Indonesia, has responded to this phenomenon by implementing a green advertising strategy emphasizing sustainability. This study aims to analyze the effect of green advertising on willingness to pay for LeMinerale bottled water products in gallon containers, mediated by green brand trust and perceived value. The study was conducted using a quantitative approach through an online survey of 330 consumers of bottled water in gallon containers in the city of Bandung and analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS). The results of the study found that green advertising does not significantly influence willingness to pay through green brand trust, so that the mediating role of green brand trust is considered weak in LeMinerale gallon packaged products. Conversely, green advertising has a significant positive effect on willingness to pay through perceived value, indicating that perceived value is more significant in the mediating role.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: VANESSA GAFFAR : 5993246 ARIEF BUDIMAN : 5992927 |
| Uncontrolled Keywords: | Green advertising, Willingness to pay, Green brand trust, Perceived value, Air minum dalam kemasan Green advertising, Willingness to pay, Green brand trust, Perceived value, Bottled water |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Muhammad Sofyan Arliandi |
| Date Deposited: | 27 Oct 2025 07:34 |
| Last Modified: | 27 Oct 2025 07:34 |
| URI: | http://repository.upi.edu/id/eprint/143338 |
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