Pengaruh Green Awareness, Green Packaging, dan Brand Image terhadap Purchase Intention Merek Avoskin di Wilayah Jabodetabek

Abstract

Industri kecantikan mengalami pertumbuhan pesat seiring meningkatnya kesadaran konsumen terhadap produk ramah lingkungan. Namun, persaingan ketat menuntut Avoskin terus berinovasi dan memahami faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh green awareness, green packaging, dan brand image terhadap purchase intention merek Avoskin di wilayah Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner online Google Form yang disebarkan kepada konsumen yang pernah atau sedang menggunakan merek Avoskin di Jabodetabek. Data dikumpulkan pada Februari–Juli 2025 dengan jumlah responden 155 orang. Teknik pengambilan sampel dilakukan dengan metode non-probability sampling melalui multistage sampling, yang terdiri dari dua tahap, yaitu cluster sampling dan purposive sampling, serta dianalisis menggunakan analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa green awareness, green packaging, dan brand image berpengaruh positif terhadap purchase intention merek Avoskin. Temuan ini menegaskan bahwa keberlanjutan dan citra merek menjadi faktor kunci dalam mendorong niat beli konsumen.

The beauty industry is experiencing rapid growth as consumer awareness of environmentally friendly products increases. However, fierce competition requires Avoskin to continue to innovate and understand the factors that influence consumer purchasing decisions. This study aimed to analyze the influence of green awareness, green packaging, and brand image on the purchase intention of Avoskin products in the Jabodetabek area. This study used a quantitative approach with data collected through an online Google Form questionnaire distributed to consumers who had used or were using Avoskin products in Jabodetabek. Data were collected in Februari–Juli 2025 with 155 respondents. The sampling technique was carried out by a non-probability sampling method through multistage sampling, which consisted of two stages, namely cluster sampling and purposive sampling, and was analyzed using descriptive analysis and SEM-PLS. The results showed that green awareness, green packaging, and brand image had a positive effect on the purchase intention of Avoskin products. This finding confirmed that sustainability and brand image were key factors in driving consumer purchase intention.