Kontribusi Green Perceived Value, Green Perceived Risk, Green Trust, dan Green Awareness dalam Meningkatkan Green Phurchase Intention

Abstract. the purpose of this research is to find out the effect of green perceived value on green purchase intention, green perceived risk on green purchase intention, green trust on green purchase intention, green awareness on green purchase intention. The sample of this study is respondents who have motorbikes and cars with age over 17 years and already have a job. The number of samples used as respondents in this study were 130 respondents with non-probability sampling techniques (purposive sampling), the data were analyzed using Smart PLS software. The results showed that green perceived value, green perceived risk, green trust, and green awareness had an influence on green purchase intentions for Pertamax consumers in Padang, West Sumatra Province. Keywords: Green Perceived Value; Green Perceived Risk; Green Trust; Green Awareness; Green Purchase Intention. Abstrak. tujuan penelitian untuk menemukan pengaruh green perceived value terhadap green purchase intention, green perceived risk terhadap green purchase intention, green trust terhadap green purchase intention, green awareness terhadap green purchase intention. Sampel penelitian ini adalah responden yang memiliki sepeda motor dan mobil dengan umur diatas 17 tahun dan sudah memiliki pekerjaan. Jumlah sampel yang digunakan sebagai responden dalam penelitian ini adalah 130 responden dengan teknik pengambilan sampel non probabilitas (purposive sampling), data dianalisis dengan menggunakan software Smart PLS. Hasil penelitian menunjukkan bahwa green perceived value, green perceived risk, green trust, dan green awareness memiliki pengaruh terhadap green purchase intention pada konsumen pertamax di Kota Padang Provinsi Sumatera Barat. Kata Kunci: Green Perceived Value; Green Perceived Risk; Green Trust; Green Awareness; Green Purchase Intention