Pengaruh Green Product dan Green Lifestyle terhadap Willingness to Pay More pada Pengguna Lampu LED Philips di Kota Bandung
https://doi.org/10.70451/amanah.v4i2.1080
Keywords:
Green Product, Green Lifestyle, Willingness to Pay MoreAbstract
Penelitian ini bertujuan menganalisis pengaruh Green Product dan Green Lifestyle terhadap Willingness to Pay More pada pengguna lampu LED Philips di Kota Bandung. Penelitian menggunakan pendekatan kuantitatif dengan jenis deskriptif dan verifikatif. Data primer dikumpulkan melalui kuesioner kepada 385 responden menggunakan teknik simple random sampling. Analisis data dilakukan dengan regresi linear berganda menggunakan SPSS 26, disertai uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa Green Product berpengaruh positif dan signifikan terhadap Willingness to Pay More (t = 6,959; p < 0,001). Green Lifestyle juga berpengaruh positif dan signifikan (t = 6,680; p < 0,001). Secara simultan, kedua variabel berpengaruh signifikan terhadap Willingness to Pay More (F = 282,519; p < 0,001). Nilai Adjusted R Square sebesar 0,595 menunjukkan bahwa 59,5% variasi kesediaan konsumen membayar lebih dapat dijelaskan oleh kedua variabel tersebut, sedangkan 40,5% dijelaskan oleh faktor lain. Temuan ini menegaskan bahwa persepsi positif terhadap produk ramah lingkungan dan penerapan gaya hidup berkelanjutan berperan dalam meningkatkan kesediaan konsumen membayar harga lebih tinggi untuk produk yang mendukung efisiensi energi dan keberlanjutan lingkungan.
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