Pengaruh Persepsi Nilai Hijau dan Kualitas Informasi yang Dipersepsikan terhadap Keterikatan Konsumen dengan Merek pada Produk Ramah Lingkungan di Media Sosial
Keywords:
persepsi nilai hijau, kualitas informasi, keterikatan konsumen, media sosial, produk ramah lingkunganAbstract
Peningkatan kesadaran lingkungan mendorong perusahaan memasarkan produk ramah lingkungan melalui media sosial. Penelitian ini bertujuan menganalisis pengaruh persepsi nilai hijau dan kualitas informasi yang dipersepsikan terhadap keterikatan konsumen pada produk ramah lingkungan di media sosial. Penelitian menggunakan metode kuantitatif dengan survei terhadap 100 responden. Analisis data dilakukan menggunakan regresi linier ganda. Hasil penelitian menunjukkan bahwa persepsi nilai hijau dan kualitas informasi yang dipersepsikan berpengaruh positif dan signifikan terhadap keterikatan konsumen. Temuan ini mengindikasikan pentingnya penyampaian nilai lingkungan yang jelas serta informasi yang akurat dan relevan untuk meningkatkan keterlibatan konsumen di media sosial.
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