PENGARUH GREEN PRODUCT ADVERTISING DAN eWOM TERHADAP GREEN PURCHASE INTENTON PRODUK AVOSKIN MELALUI ATTITUDE TOWARDS GREEN PRODUCT SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Avoskin di Kabupaten Sleman)

SHABRINA, LINTANG NURIL (2025) PENGARUH GREEN PRODUCT ADVERTISING DAN eWOM TERHADAP GREEN PURCHASE INTENTON PRODUK AVOSKIN MELALUI ATTITUDE TOWARDS GREEN PRODUCT SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Avoskin di Kabupaten Sleman). Skripsi thesis, UPN Veteran Yogyakarta.

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Abstract

ABSTRACT
INFLUENCE OF GREEN PRODUCT ADVERTISING AND eWOM ON
GREEN PURCHASE INTENTION OF AVOSKIN PRODUCTS THROUGH
ATTITUDE TOWARDS GREEN PRODUCT AS A MEDIATING VARIABLE
(Survey on Avoskin Consumers in Sleman Regency)
Lintang Nuril Shabrina
NIM 141210146
Student of the Management Study Program, Faculty of Economics and Business of
National Development University “Veteran” Yogyakarta
141210146@student.upnyk.ac.id
ABSTRACT
This study aims to analyse the effect of green product advertising and electronic word
of mouth (eWOM) on green purchase intention through attitude towards green
product as a mediating variable for consumers of Avoskin products in Sleman
Regency. Environmental problems and increasing awareness of sustainability
encourage cosmetics manufacturers such as Avoskin to implement green and digital
marketing strategies. This study uses a quantitative approach with purposive
sampling technique on 135 respondents who know and have never bought Avoskin
products. Data were analysed using Structural Equation Modeling (SEM) with the
help of SmartPLS 3.2.9 software. The results showed that green product advertising
and eWOM have a significant effect on attitude towards green product and green
purchase intention. Attitude towards green product also acts as a mediator of the
relationship between green product advertising and eWOM on green purchase
intention. These findings indicate the importance of environmental-based
marketing strategies and digital reviews in shaping more environmentally friendly
consumer behaviour
Keywords: Green Product Advertising, eWOM, Attitude Towards Green Product,
Green Purchase Intention
vii
ABSTRAK
PENGARUH GREEN PRODUCT ADVERTISING DAN eWOM TERHADAP
GREEN PURCHASE INTENTON PRODUK AVOSKIN MELALUI
ATTITUDE TOWARDS GREEN PRODUCT SEBAGAI VARIABEL
MEDIASI
(Survei Pada Konsumen Avoskin di Kabupaten Sleman)
Lintang Nuril Shabrina
NIM 141210146
Mahasiswa Program Studi (S1) Ekonomi Manajemen Fakultas Ekonomi dan
Bisnis Universitas Pembangunan Nasional “Veteran” Yogyakarta
141210146@student.upnyk.ac.id
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh green product
advertising dan electronic word of mouth (eWOM) terhadap green purchase
intention melalui attitude towards green product sebagai variabel mediasi pada
konsumen produk Avoskin di Kabupaten Sleman. Permasalahan lingkungan dan
meningkatnya kesadaran akan keberlanjutan mendorong produsen kosmetik seperti
Avoskin untuk menerapkan strategi pemasaran hijau dan digital. Penelitian ini
menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap
135 responden yang mengetahui dan belum pernah membeli produk Avoskin. Data
dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan
software SmartPLS 3.2.9. Hasil penelitian menunjukkan bahwa green product
advertising dan eWOM berpengaruh signifikan terhadap attitude towards green
product dan green purchase intention. Attitude towards green product juga
berperan sebagai mediasi terhadap hubungan green product advertising dan eWOM
terhadap green purchase intention. Temuan ini menunjukkan pentingnya strategi
pemasaran berbasis lingkungan dan ulasan digital dalam membentuk perilaku
konsumen yang lebih ramah lingkungan.
Kata kunci : Green Product Advertising, eWOM, Attitude Towards Green Product,
Green Purchase Intention
viii

Item Type:	Tugas Akhir (Skripsi)
Uncontrolled Keywords:	Green Product Advertising, eWOM, Attitude Towards Green Product, Green Purchase Intention
Subjek:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > (S1) Manajemen
Depositing User:	Eko Yuli
Date Deposited:	15 Sep 2025 06:19
Last Modified:	15 Sep 2025 06:19
URI:	http://eprints.upnyk.ac.id/id/eprint/43682

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