FAKTOR-FAKTOR YANG MEMENGARUHI PURCHASE INTENTION PRODUK AIR MINERAL RAMAH LINGKUNGAN DI JAKARTA

Penelitian ini bertujuan untuk mengetahui pengaruh environmental knowledge, attitude towards green products, environmental concern, dan eWOM terhadap purchase intention produk air mineral ramah lingkungan di Jakarta. Metode pengambilan sampel yang digunakan yaitu purposive sampling dengan kriteria di antaranya berdomisili di wilayah DKI Jakarta, berusia minimal 17 tahun, pernah mengkonsumsi dan mengetahui produk air mineral dengan kemasan ramah lingkungan. Jumlah sampel dalam penelitian ini sebanyak 334 responden. Metode analisis menggunakan regresi linear berganda yang diolah dengan SPSS. Hasil penelitian menunjukan bahwa environmental knowledge berpengaruh secara positif dan signifikan pada purchase intention produk air mineral ramah lingkungan di Jakarta, attitude towards green products berpengaruh secara positif dan signifikan pada purchase intention produk air mineral ramah lingkungan di Jakarta, environmental concern berpengaruh secara positif dan signifikan pada purchase intention produk air mineral ramah lingkungan di Jakarta, eWOM berpengaruh secara positif dan signifikan pada purchase intention produk air mineral ramah lingkungan di Jakarta, dan environmental knowledge, attitude towards green products, environmental concern, serta eWOM secara simultan berpengaruh pada purchase intention produk air mineral ramah lingkungan di Jakarta. Kata Kunci: Purchase Intention, Environmental Knowledge, Attitude towards Green Products, Environmental Concern, EWOM *** This study aims to determine the effect of environmental knowledge, attitude towards green products, environmental concern, and eWOM on purchase intention of environmentally friendly mineral water products in Jakarta. The sampling method used is purposive sampling with criteria including domiciled in the DKI Jakarta area, aged at least 17 years, have consumed and know mineral water products with environmentally friendly packaging. The number of samples in this study were 334 respondents. The analysis method uses multiple linear regression processed with SPSS. The results showed that environmental knowledge has a positive and significant effect on purchase intention of environmentally friendly mineral water products in Jakarta, attitude towards green products has a positive and significant effect on purchase intention of environmentally friendly mineral water products in Jakarta, environmental concern has a positive and significant effect on purchase intention of environmentally friendly mineral water products in Jakarta, eWOM has a positive and significant effect on purchase intention of environmentally friendly mineral water products in Jakarta, and environmental knowledge, attitude towards green products, environmental concern, and eWOM simultaneously affect purchase intention of environmentally friendly mineral water products in Jakarta. Keyword: Purchase Intention, Environmental Knowledge, Attitude towards Green Products, Environmental Concern, EWO