The influence of green brand positioning, green brand attitude, and green brand knowledge towards consumers' green purchase intention at Nutrifood Medan (a case study of Lokalate brand)

Erika, Erika (2022) The influence of green brand positioning, green brand attitude, and green brand knowledge towards consumers' green purchase intention at Nutrifood Medan (a case study of Lokalate brand). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the era of globalization, where the world is increasingly sophisticated with technological advances, Indonesia is the most polluting country in Southeast Asia which affects consumers' purchase intentions as people become more environmentally conscious. This urges PT Nutrifood Indonesia utilizes green marketing strategies. This study takes Lokalate as the main research object because this brand has had the lowest sales contribution in the last three years. On the other hand, the public desire to buy environmentally friendly brands is increasing, therefore, this study aims to examine the influence of green brand positioning, green brand attitude, and green brand knowledge on green purchase intention. Non-probability sampling method namely snowball sampling is employed. Data on 140 Lokalate consumers aged 18-45 were gathered by distributing questionnaires using Google Forms. The data was analyzed with the help of SPSS 25.0, and multiple linear regression was employed to determine the causal relationship between variables. All hypotheses developed in this research are accepted. The research results show that green brand positioning, green brand attitude, and green brand knowledge, all positively influence green purchase intention on the Lokalate brand; Green brand positioning, green brand attitude, and green brand knowledge simultaneously influence green purchase intention on the Lokalate brand. This indicates marketers must consider environmentally friendly factors to increase consumers' purchase intentions toward the brand, especially considering that the majority of Lokalate's market consists of consumers aged 18–24 years./ Di era globalisasi dimana dunia semakin canggih dengan kemajuan teknologi, Indonesia menjadi negara paling berpolusi di Asia Tenggara yang menpengaruhi niat pembelian konsumen karena masyrakat menjadi lebih sadar lingkungan. Hal ini mendorong PT Nutrifood Indonesia memanfaatkan strategi pemasaran hijau. Penelitian ini mengambil Lokalate sebagai objek utama penelitian karena Lokalate tercatat sebagai merek dengan kontribusi penjualan terendah dalam 3 tahun terakhir. Di sisi lain, kesadaran dan keinginan masyarakat untuk membeli produk ramah lingkungan semakin meningkat, oleh karena itu penelitian ini bertujuan untuk mengkaji pengaruh green brand positioning, green brand attitude, dan green brand knowledge terhadap green purchase intention. Penelitian ini menggunakan metode non-probability sampling yaitu snowball sampling. Data 140 konsumen Lokalate berusia 18-45 dikumpulkan dengan menyebarkan kuesioner via Google Forms. Data dianalisis dengan bantuan SPSS 25.0, regresi linier berganda digunakan untuk menentukan hubungan sebab akibat antar variabel. Semua hipotesis yang dikembangkan dalam penelitian ini diterima. Hasil penelitian menunjukkan bahwa green brand positioning, green brand attitude, dan green brand knowledge, semuanya berpengaruh positif terhadap green purchase intention pada merek Lokalate; Green brand positioning, green brand attitude, dan green brand knowledge berpengaruh secara simultan terhadap green purchase intention pada merek Lokalate. Hal ini menunjukkan bahwa pemasar harus mempertimbangkan faktor-faktor ramah lingkungan agar dapat meningkatkan niat beli konsumen terhadap merek, apalagi mengingat mayoritas pasar Lokalate terdiri dari konsumen berusia 18–24 tahun.

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