Authors :
Putu Panji Aditya Arsana Putra; Daru Asih
Volume/Issue :
Volume 8 - 2023, Issue 4 - April
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://bit.ly/43ugIfP
DOI :
https://doi.org/10.5281/zenodo.7827929
Abstract :
This study aims to analyze the effect of green
marketing and brand awareness on consumer purchase
intention of Sensatia Botanicals which is mediated by
attitude. The population of this study are consumers in
the age range of 15-56 years, concerned about the
environment, users of any brand of skincare, have not
known or have never known the Sensatia Botanicals
brand with a total sample of 216 valid respondents. The
analytical method used in this study is the Structural
Equation Model (SEM) with Smart-PLS software. The
results of the study found that green marketing had a
significant effect on attitudes, as well as brand awareness.
Green marketing has a significant effect on purchase
intention, as well as brand awareness. Attitudes can
mediate green marketing and brand awareness on
purchase intention. This study suggests several
recommendations for consumers to pay more attention to
the skincare products they buy. This research also
suggests several recommendations to Sensatia Botanicals
to be able to attract more customers to buy its products.
Keywords :
Green Marketing, Brand Awareness, Attitude, Purchase Intention, Skincare.
This study aims to analyze the effect of green
marketing and brand awareness on consumer purchase
intention of Sensatia Botanicals which is mediated by
attitude. The population of this study are consumers in
the age range of 15-56 years, concerned about the
environment, users of any brand of skincare, have not
known or have never known the Sensatia Botanicals
brand with a total sample of 216 valid respondents. The
analytical method used in this study is the Structural
Equation Model (SEM) with Smart-PLS software. The
results of the study found that green marketing had a
significant effect on attitudes, as well as brand awareness.
Green marketing has a significant effect on purchase
intention, as well as brand awareness. Attitudes can
mediate green marketing and brand awareness on
purchase intention. This study suggests several
recommendations for consumers to pay more attention to
the skincare products they buy. This research also
suggests several recommendations to Sensatia Botanicals
to be able to attract more customers to buy its products.
Keywords :
Green Marketing, Brand Awareness, Attitude, Purchase Intention, Skincare.
