DAMPAK MEDIA SOSIAL TERHADAP NIAT BELI PRODUK FASHION RAMAH LINGKUNGAN
DOI:
https://doi.org/10.22437/jmk.v14i01.41531Abstract
Kemajuan teknologi mendorong pergeseran metode pemasaran dari konvensional ke pemanfaatan media sosial. Di Indonesia, peningkatan jumlah pengguna media sosial sangat signifikan sehingga mendorong perusahaan untuk memanfaatkan platform media sosial sebagai sarana promosi yang lebih efektif dan efisien. Penelitian ini menggunakan pendekatan kuantitatif untuk menganalisis pengaruh media sosial terhadap niat beli produk fashion ramah lingkungan. variabel yang digunakan dalam penelitian ini adalah Media Sosial, Norma Subyektif, Perceived Green Value, Green Produck Knowledge, dan Green Purchase Intention. Data dikumpulkan melalui survei terhadap responden yang aktif menggunakan media sosial sebanyak 350 responden dan memiliki ketertarikan terhadap produk fashion ramah lingkungan, teknik analisis dilakukan setelah semua responden terkumpul. Hasil penelitian menunjukkan bahwa media sosial memiliki pengaruh positif dan signifikan terhadap peningkatan niat beli konsumen pada produk fashion ramah lingkungan. Faktor interaksi sosial, ulasan produk, dan peran influencer berperan penting dalam mempengaruhi keputusan pembelian. Penggunaan media sosial sebagai strategi pemasaran yang efektif dapat meningkatkan minat beli konsumen khususnya untuk produk fashion yang ramah lingkungan.
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