PENGARUH GREEN PRODUCT TERHADAP GREEN PURCHASE INTENTION DENGAN ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Milo Activ- Go UHT Di Kota Bandar Lampung)

Rinda, Alviolita (2025) PENGARUH GREEN PRODUCT TERHADAP GREEN PURCHASE INTENTION DENGAN ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Milo Activ- Go UHT Di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Meningkatnya permasalahan lingkungan, seperti polusi, perubahan iklim, dan eksploitasi sumber daya alam, telah mendorong masyarakat untuk lebih sadar akan pentingnya penggunaan Green Product. Namun, meskipun kesadaran ini terus berkembang, masih terdapat kesenjangan antara Green Purchase Intention dan realisasi pembelian produk hijau. Oleh karena itu, penelitian ini bertujuan untuk mengkaji pengaruh Green Product terhadap Green Purchase Intention, dengan Attitude Toward Green Product sebagai variabel mediasi menurut padangan bisnis islam.. Penelitian ini menggunakan pendekatan kuantitatif . Data diperoleh melalui penyebaran kuesioner kepada konsumen Milo Activ Go Di Kota Bandar Lampung. Analisis data dilakukan dengan teknik Partial Least Squares-Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS Versi 4.0. Hasil penelitian mengungkapkan bahwa Green Product memiliki pengaruh positif dan signifikan terhadap Green Purchase Intention dengan T-statistik 7.175 > T-tabel 1.96. Selain itu, Attitude Toward Green Product mampu memediasi secara Parcial Mediator hubungan antara Green Product dan Green Purchase Intention dengan direct effect 0.686 > indirect efeect 0.360. Dengan kata lain, semakin positif sikap konsumen terhadap produk hijau, semakin tinggi kemungkinan mereka berniat untuk membeli produk tersebut. Penelitian ini memberikan implikasi bahwa strategi pemasaran yang efektif tidak hanya perlu menonjolkan manfaat lingkungan dari Green Product, tetapi juga harus membangun sikap positif konsumen melalui edukasi dan kampanye yang tepat. Dengan demikian, produsen dan pemasar dapat mendorong peningkatan adopsi produk hijau sebagai solusi dalam mengatasi permasalahan lingkungan. Dalam pandangan bisnis islam, pelaku usaha harus mempertimbangkan kelangsungan hidup manusia dan ekosistem jangka panjang demi kemaslahatan umum dalam menjalankan bisnis mereka. Kata Kunci : Green Product, Green Purchase Intention, Attitude Toward Green Product. ABSTRACT Increasing environmental problems, such as pollution, climate change, and exploitation of natural resources, have encouraged people to be more aware of the importance of using Green Products. However, although this awareness continues to grow, there is still a gap between Green Purchase Intention and the realization of purchasing green products. Therefore, this study aims to examine the effect of Green Products on Green Purchase Intention, with Attitude Toward Green Products as a mediating variable according to the Islamic business perspective. This study uses a quantitative approach. Data were obtained by distributing questionnaires to Milo Activ-Go consumers in Bandar Lampung City. Data analysis was carried out using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique using SmartPLS Version 4.0 software. The results of the study revealed that Green Products have a positive and significant effect on Green Purchase Intention with a T statistic of 7.175> T-table 1.660. In addition, Attitude Toward Green Product is able to mediate as a Partial Mediator the relationship between Green Product and Green Purchase Intention with a direct effect of 0.686> indirect effect of 0.360. In other words, the more positive the consumer's attitude towards green products, the higher the likelihood that they intend to buy the product. This study provides implications that an effective marketing strategy not only needs to highlight the environmental benefits of Green Products, but also must build positive consumer attitudes through appropriate education and campaigns. Thus, producers and marketers can encourage increased adoption of green products as a solution to overcome environmental problems. In the perspective of Islamic business, business actors must consider the long-term survival of humans and ecosystems for the public good in running their business. Keywords : Green Product, Green Purchase Intention, Attitude Toward Green Product.

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