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Rohani Lestari Napitupulu
Universitas Bina Sarana Informatika Kaliabang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Persepsi Sustainable Packaging dan Persepsi Harga Premium terhadap Willingness to Pay Produk Minuman Kemasan Ramah Lingkungan di Indonesia Miftahul Jannah; Rohani Lestari Napitupulu; Elit Dewinta Krismawati; Najwa Nurul Alfiah; Yohana Kezia; Christoper Sihar Samosir
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 6 No. 3 (2026): September : Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v6i3.7392

Abstract

This study aims to analyze the influence of sustainable packaging perception (X1) and premium price perception (X2) on consumers' willingness to pay (Y) for environmentally friendly packaged beverage products in Indonesia. The study employed a quantitative approach with a descriptive-causal research design. Data were collected through an online questionnaire distributed to 129 respondents aged 17–40 years who had purchased environmentally friendly products within the last six months, using the snowball sampling technique. Data analysis was conducted using multiple linear regression with SPSS version 25, accompanied by classical assumption tests including normality, multicollinearity, heteroscedasticity, and linearity tests. The results indicate that sustainable packaging perception has a positive and significant partial effect on willingness to pay (t = 3.522, sig. = 0.001). Premium price perception also has a positive and significant partial effect on willingness to pay (t = 8.253, sig. = 0.000), and is identified as the most dominant variable in the model. Simultaneously, both variables have a significant effect on willingness to pay (F = 88.489, sig. = 0.000). The coefficient of determination (R²) of 0.584 indicates that the two independent variables explain 58.4% of the variance in willingness to pay, while the remaining 41.6% is influenced by other factors outside the model.
Co-Authors Christoper Sihar Samosir Elit Dewinta Krismawati Miftahul Jannah Najwa Nurul Alfiah Yohana Kezia