Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 12 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGINTEGRASIAN THEORY OF PLANNED BEHAVIOR DAN GREEN IMAGE DALAM MEMPREDIKSI GREEN PURCHASE INTENTION PADA PRODUK SUSTAINABLE SKINCARE

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  • Adinda Citra Maharani,
  • Setyo Ferry Wibowo,
  • Andrian Haro
Adinda Citra Maharani
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta
Setyo Ferry Wibowo
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta
Andrian Haro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta

Published 2026-11-12

Keywords

  • Theory of Planned Behavior,
  • Green image,
  • Green Purchase Intention,
  • Sustainable skincare,
  • perilaku konsumen hijau

How to Cite

PENGINTEGRASIAN THEORY OF PLANNED BEHAVIOR DAN GREEN IMAGE DALAM MEMPREDIKSI GREEN PURCHASE INTENTION PADA PRODUK SUSTAINABLE SKINCARE. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(12). https://journal.cib.institute/index.php/musytari/article/view/6562

Abstract

Penelitian ini menganalisis pengintegrasian Theory of Planned Behavior (TPB) dan Green image dalam memprediksi Green Purchase Intention pada produk Sustainable skincare. Penelitian menguji pengaruh Attitude Toward Behavior, Subjective Norm, dan Perceived Behavioral Control terhadap Green image dan Green Purchase Intention, serta peran mediasi Green image. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 250 responden yang dipilih dengan purposive sampling. Responden berdomisili di Jabodetabek, berusia minimal 17 tahun, memahami konsep Sustainable skincare, serta pernah melihat, mengenal, dan mempertimbangkan pembelian skincare yang diklaim ramah lingkungan dalam enam bulan terakhir. Data dikumpulkan melalui kuesioner daring dengan skala Likert enam poin dan dianalisis menggunakan Covariance-Based Structural Equation Modeling (CB-SEM) dengan AMOS 24. Hasil penelitian menunjukkan bahwa seluruh sepuluh hipotesis diterima. Attitude Toward Behavior, Subjective Norm, dan Perceived Behavioral Control berpengaruh positif dan signifikan terhadap Green image. Ketiga konstruk TPB tersebut serta Green image juga berpengaruh positif dan signifikan terhadap Green Purchase Intention. Selain itu, Green image terbukti memediasi pengaruh masing-masing konstruk TPB terhadap Green Purchase Intention. Temuan ini menunjukkan bahwa integrasi TPB dan Green image memberikan penjelasan yang lebih komprehensif mengenai pembentukan niat beli Sustainable skincare. Secara praktis, hasil penelitian dapat menjadi pertimbangan bagi pelaku industri skincare untuk memperkuat citra ramah lingkungan yang kredibel sekaligus memperhatikan sikap, pengaruh sosial, dan persepsi kendali konsumen.
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