Fermatika Oktavia Hanna & Nila Rahayu
https://doi.org/10.5281/zenodo.8318735
This research investigates the influence of green marketing mix, value perception, and purchase intention on energy-efficient electronic products in the city of Mataram. The study aims to measure the impact of green marketing mix on value perception and purchase intention through the e-commerce platform for energy-efficient electronic products in Mataram. The research sample consists of 100 respondents who are active users of the e-commerce platform and have made purchases of energy-efficient electronic products in Mataram. Respondent selection was done using purposive sampling method. Data analysis included instrument validity testing using Confirmatory Factor Analysis (CFA) and reliability testing using Cronbach’s Alpha. Subsequently, the data were analyzed using Structural Equation Modeling (SEM) techniques with the smartPLS application. The research results indicate that green marketing mix has a positive and significant influence on value perception and also has a positive and significant influence on purchase intention. Furthermore, value perception also has a positive and significant influence on purchase intention. The analysis results demonstrate that indirectly, green marketing mix has a positive and significant influence on purchase intention through its impact on value perception. This research provides a deeper understanding of how sustainable marketing strategies can affect consumer preferences and behavior when purchasing energy-efficient electronic products through e-commerce platforms in Mataram.