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Submitted
29 August 2025
Accepted
30 August 2025
Published
27 September 2025
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Abstract

Penelitian ini bertujuan untuk menguji pengaruh pengalaman pembelian terhadap niat pembelian produk ramah lingkungan, yang dimediasi oleh kesadaran lingkungan dan sikap ramah lingkungan. Populasi penelitian ini adalah konsumen yang telah membeli atau mengonsumsi produk Avoskin di Yogyakarta, dengan sampel minimal 180 responden yang dipilih menggunakan teknik non-probability sampling dengan metode convenient sampling. Data dikumpulkan melalui kuesioner berbasis Google Forms dengan skala likert 7 poin untuk mengukur setiap variabel. Analisis data dilakukan dengan menggunakan teknik structural equation modelling (SEM) melalui aplikasi AMOS 24. Hasil penelitian menunjukkan bahwa pengalaman pembelian memiliki pengaruh positif terhadap kesadaran lingkungan dan sikap ramah lingkungan, yang pada gilirannya memengaruhi niat pembelian produk ramah lingkungan. Namun, sikap ramah lingkungan tidak memiliki pengaruh langsung yang signifikan terhadap niat pembelian. Penelitian ini memberikan kontribusi terhadap pemahaman perilaku konsumen dalam sektor pemasaran hijau dan memberikan rekomendasi bagi perusahaan untuk meningkatkan penjualan produk ramah lingkungan.

Keywords

niat pembelian produk ramah lingkungan kesadaran lingkungan sikap ramah lingkungan pengalaman pembelian

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Copyright (c) 2025 Syachrul Rahendra

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How to Cite
Rahendra, S. (2025). Pengaruh Pengalaman Pembelian yang Dimediasi Kesadaran Lingkungan dan Sikap Ramah Lingkungan terhadap Niat Pembelian Produk Ramah Lingkungan: Studi Empiris pada Konsumen Avoskin di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(3), 68–81. Retrieved from https://journal.uii.ac.id/selma/article/view/43101
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