IMPLEMENTASI THEORY OF PLANNED BEHAVIOR (TPB) DALAM GREEN PRODUCT BUYING BEHAVIOR (STUDI EMPIRIS PADA KONSUMEN AQUA LIFE DI KOTA SEMARANG, JAWA TENGAH)

Abstract

ABSTRACT The Bottled Drinking Water (AMDK) industry continues to experience rapid growth, one of which is AQUA, which actively innovates in various sectors with the aim of attracting consumers and dominating the market. As a large company, AQUA also has a responsibility towards environmental issues that are increasingly relevant so they took the initiative to make AQUA Life which is a green product. This study aims to understand how green product buying behavior can be formed using the theory of planned behavior (TPB) by considering several other antecedent variables. The data obtained were analyzed using SEM (Structural Equation Modeling) with the AMOS (Analysis Moment of Structural) 24 program. The results showed that brand identity and brand image have a positive and significant effect on customer satisfaction. In addition, attitude and perceived social media marketing also show a positive and significant influence on behavioral intention. However, customer satisfaction, behavioral intention, and perceived social media marketing do not have a significant impact on green product purchasing behavior.