Pengaruh Green Strategy, Perceived Quality dan Brand Image terhadap Purchase Intention pada Produk Plenty di Jakarta

Main Article Content

Nofilia Faulina Perlambang
Eko Harry Susanto

Abstract

The development of the paper industry has decreased as a result of widespread issues of climate change, global warming, deforestation, narrowing forest land and the transfer of paper use to digital. On the other hand, companies are required to continue producing in order to survive, develop and generate profits. One of the products made from paper raw materials that has experienced an increase in demand from year to year is tissue. In China, in order to boost the tourism sector, the government is campaigning for cleanliness, making the demand for tissue increasing. In Indonesia, one of the tissue products that supports the tourism sector by supplying tissue to hotels, restaurants and malls is Plenty. However, in the Indonesian paper industry, Plenty has to compete with other brands. One of its main competitors is Passeo which is owned by Sinarmas. This study aims to determine how far the relationship between green strategy, perceived quality and brand image affects purchase intention in Plenty's products in Jakarta. Data obtained from questionnaires distributed via googleform. The sample used in this study were 119 respondents. with the help of IBM SPSS Version 21, the result is green strategy, perceived quality and brand image have a positive effect on purchase intention.

 

Perkembangan industri kertas mengalami penurunan sebagai akibat dari merebaknya issue perubahan iklim, pemanasan global, penggundulan hutan, penyempitan lahan hutan dan pengalihan penggunaan kertas ke digital. Disisi lain perusahaan dituntut terus berproduksi untuk tetap bisa bertahan, berkembang dan menghasilkan keuntungan. Salah satu produk dari bahan baku kertas yang mengalami peningkatan permintaan dari tahun ketahun yaitu tissue. Di negara cina, guna menggenjot sektor pariwisata, pemerintah mengkampanyekkan kebersihan, membuat permintaan tissue semakin meningkat. Di Indonesia, salah satu produk tissue yang mendukung sektor pariwisata dengan cara menyuplai tissue ke hotel, restaurant dan mall yaitu Plenty. Namun di industry kertas Indonesia, Plenty harus bersaing dengan merek lain. Salah satu pesaing utamanya adalah Passeo yang dimiliki oleh Sinarmas. Penelitian ini bertujuan untuk mengetahui seberapa jauh hubungan strategi ramah lingkungan, persepsi kualias produk dan citra merek mempengaruhi minat beli pada produk Plenty di jakarta. Data diperoleh dari kuesioner yang disebar melalui googleform. Sampel yang digunakan dalam penelitian ini sebanyak 119 responden. dengan bantuan IBM SPSS Versi 21, teruji secara empiris strategi ramah lingkungan, persepsi kualias produk dan citra merek berpengaruh positif terhadap purchase intention.

Article Details

How to Cite
Perlambang, N. F., & Susanto, E. H. (2021). Pengaruh Green Strategy, Perceived Quality dan Brand Image terhadap Purchase Intention pada Produk Plenty di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(4), 380–384. https://doi.org/10.24912/jmbk.v5i4.12797
Section
Articles
Author Biographies

Nofilia Faulina Perlambang, Universitas Tarumanagara

Program Studi Magister Manajemen

Eko Harry Susanto, Universitas Tarumanagara

Program Studi Magister Manajemen

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