PENGARUH CELEBRITY ENDORSEMENT CREDIBILITY DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION PRODUCT MICELLAR CLEANSING WATER GARNIER DENGAN GREEN PERCEIVED VALUE SEBAGAI MEDIASI
DOI:
https://doi.org/10.31004/joecy.v6i1.7720Keywords:
Celebrity Endorsement, Green Brand Image, Green Perceived Value, Green Purchase Intention, Mediation AnalysisAbstract
Penelitian ini bertujuan menganalisis pengaruh celebrity endorsement credibility dan green brand image terhadap green purchase intention dengan green perceived value sebagai mediasi. Metode yang digunakan yaitu dengan pendekatan kuantitatif. Teknik pengambilan sampel yaitu menggunakan purposive sampling dengan jumlah sampel sebanyak 97 orang. Hasil penelitian ini menunjukkan bahwa Celebrity Endorsement Credibility berpengaruh positif signifikan terhadap Green Perceived Value, Green Brand Image berpengaruh positif signifikan terhadap Green Perceived Value, Celebrity Endorsement Credibility berpengaruh positif signifikan terhadap Green Purchase Intention, Green Brand Image tidak berpengaruh positif signifikan terhadap Green Purchase Intention, Green Perceived Value berpengaruh positif signifikan terhadap Green Purchase Intention, Green Perceived Value mampu memediasi pengaruh tidak langsung Celebrity Endorsement Credibility terhadap Green Purchase Intention, dan Green Perceived Value mampu memediasi pengaruh tidak langsung Green Brand Image terhadap Green Purchase Intention.
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