PENGARUH AWARENESS GREEN MARKETINGTERHADAP PURCHASE INTENTIONS MELALUI CORPORATE IMAGE PADA KONSUMEN CARREFOUR ITC SURABAYA
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Abstract
Penelitian ini merupakan penelitian yang dibuat dengan tujuan untuk mengetahui hubungan dan pengaruh yang dimiliki oleh Awareness Green Marketing terhadap Purchase Intentionsmelalui Corporate Imagepadakonsumen Carrefour ITC Surabaya. Secara prinsip, penelitian ini merupakan replikasi dari penelitian sebelumnya, yang dilakukan oleh Ko, Hwang dan Kim, 2013 dengan judul “Green marketing' functions in building corporate image in the retail setting”. Proses pengumpulan data responden dilakukan oleh peneliti dengan menyebarkan kuesioner secara langsung kepada konsumen Carrefour ITC di Surabaya, dengan jumlah sampel yang dipergunakan adalah sebanyak 210 sampel. Metode pengolahan data yang dipergunakan oleh peneliti didalam penelitian ini adalah metode Model Persamaan Struktural dengan bantuan program Lisrel 8.70. Temuan yang didapatkan dari penelitian ini memperkuat hasil penelitian sebelumnya yang menunjukkan bahwa Awareness Green Marketing memiliki pengaruh positif terhadap Corporate Image, Corporate Image memiliki pengaruh positif terhadap consumer Purchase Intentionsdan Corporate Image memediasi efek dari Awareness Green Marketing terhadap Purchase Intentions pada Carrefour ITC Surabaya.
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