PENINGKATAN PREFERENSI KONSUMEN TERHADAP PRODUK BERLABEL HIJAU MELALUI SIKAP, KUALITAS PRODUK, DAN TINGKAT PENDIDIKAN DALAM KONTEKS IKLAN MEREK HIJAU

Abstract

This study aimed to describe and analyze the relationship of some variables which consist of green
brand products quality, the level of education, attitude towards products, and consumer green brand
preferences in choosing green brand products. This study also aimed to develop a model of green
brand advertising role in moderating the equation of consumers’ green brand preferences. The
populations in this study are all consumers of Bio Sanitary Pad Avail which purchase the produk at
the authorized agency of Avail Elok Jakarta, Semarang branch. Convenient sampling approach by
using Wibisono formula is used to determine the amount of sample (sample size) which obtained the
total sample of 100 respondents. Sampling taking was done by purposive random sampling methods.
The chosen samples are given questionnaires and then later analized by using Structural Equation
Modeling (SEM) with the method of Partial Least Square (PLS). The results showed that the level of
education has significant effect on the preference of green-labeled products, the level of education
has a significant effect on consumer attitudes on environmentally friendly products, product quality
has significant effect on the green-labeled product preferences, attitudes on green products has
significant effect on their preferences in buying a green label products. While product quality has no
significat effect on costumer attitude. Green brand advertising as a moderating variable can provide
a moderating effect on the equation which result the increasing of consumer preference towards
green products as proposed by researchers.

Keywords: green brand product quality, level of education, attitude to the product, the green brand
advertising, consumer green preferences.