Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 10 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH GREEN PRODUCT, GREEN TRUST, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN KOPI TUKU

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  • Rendy Aditama,
  • Lenny Christina Nawangsari
Rendy Aditama
Universitas Mercu Buana
Lenny Christina Nawangsari
Universitas Mercu Buana

Published 2026-09-10

Keywords

  • Green Product,
  • Green Trust,
  • Electronic Word of Mouth,
  • Minat Beli Konsumen,
  • Toko Kopi Tuku

How to Cite

PENGARUH GREEN PRODUCT, GREEN TRUST, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN KOPI TUKU. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(10). https://journal.cib.institute/index.php/musytari/article/view/3997

Abstract

This study aims to analyze the influence of Green Product, Green Trust, and Electronic Word of Mouth (eWOM) on consumer purchase intention at Toko Kopi Tuku in Tangerang City. The research used a quantitative causal approach with 180 respondents selected through purposive sampling. Data were collected using an online questionnaire with a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Green Product, Green Trust, and Electronic Word of Mouth have positive and significant effects on consumer purchase intention. The path coefficients are 0.297 for Green Product, 0.211 for Green Trust, and 0.295 for eWOM. The R-Square value of 0.447 indicates that the model explains 44.7% of the variance in consumer purchase intention. These findings indicate that environmental product attributes, consumer trust in environmental practices, and online reviews are important factors in shaping consumer purchase intention toward Toko Kopi Tuku.
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