Determinan Niat Beli Konsumen Lampu Sensor Cahaya Berbasis Produk Ramah Lingkungan

Rafhensyi Harssilah (a:1:{s:5:"en_US"s:20:"Universitas Bengkulu"})

Student Journal of Business and Management (SJBM)
Vol. 8 No. 3 (2025)

This study aims to investigate the influence of green products and product quality on consumer purchase intention, with brand image serving as a mediating variable. Focusing on environmentally friendly lighting products in Bengkulu City, Indonesia, the study explores both the direct and indirect effects of green product attributes and perceived product quality on consumers' intention to purchase. A quantitative research approach was employed, with data collected through a structured online questionnaire distributed to 220 qualified respondents using a non-probability sampling technique. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software version 4.1.1.4. The results indicate that green products, product quality, and brand image all have a significant positive effect on purchase intention. Furthermore, the findings confirm that brand image plays a significant mediating role in the relationship between green products and purchase intention, as well as between product quality and purchase intention. These findings underscore the strategic importance of enhancing brand image to strengthen the impact of environmentally sustainable product strategies.