Pengaruh Green Product, Green Promotion, dan Green Perceived Value Produk Garnier terhadap Minat Beli Milenial di Kota Medan

Abstract

Company officials realize that sustainability issues will be very beneficial in facing today's business competition. More consumers are starting to live an environmentally friendly lifestyle and prefer brands that have social concerns. Garnier is one of the top three brands chosen by Indonesian consumers, which implements sustainability through the Garnier Green Beauty program. This research aims to analyze how green product, green promotion, and green perceived value of Garnier products partially and simultaneously affect millennial purchasing intention in Medan. The research form used in this research was quantitative form with an associative approach. The samples were taken with a purposive sampling technique and used 100 respondents as the samples. The primary data were obtained by distributing questionnaires through google form whereas the secondary data were obtained through literature studies, previous research, and data obtained through the internet. The methods of data analysis that were used are validity test, reliability test, classic assumptions test, multiple linear regression analysis, and hypothesis test. The results showed that green product, green promotion, and green perceived value of Garnier products partially and simultaneously influence millennial purchasing intention in Medan. The coefficient test of determination with an R-value is 0.809. The Adjusted R Square value showed that the green product, green promotion, and green perceived value can explain the purchase intention by 64.3%, while the remaining 35.7% is influenced by other variables not discussed in this research.