Dampak Green Supply Chain dan Green Product Melalui Green Consumer terhadap Pembelian Kopi
Abstract
Permasalahan utama yang dihadapi pelaku UMKM kopi di Kota Sukabumi adalah rendahnya pemahaman konsumen terhadap praktik keberlanjutan, baik dalam rantai pasok maupun atribut produk, yang berpotensi memengaruhi keputusan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh Green Supply Chain Management (GSCM) dan Green Product Features (GPF) terhadap Green Consumer (GC) serta implikasinya terhadap Keputusan Pembelian (KP) konsumen. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik Structural Equation Modeling–Partial Least Squares (SEM-PLS), melibatkan 118 responden konsumen kedai kopi. Instrumen penelitian diuji validitas dan reliabilitasnya, dilanjutkan dengan pengujian outer model, inner model serta efek mediasi melalui bootstrapping. Seluruh proses analisis data, termasuk pengolahan statistik, visualisasi grafik dan penyusunan tabel, didukung dengan bantuan teknologi kecerdasan buatan melalui ChatGPT sebagai alat bantu penelitian. Hasil penelitian menunjukkan bahwa GSCM dan GPF berpengaruh signifikan terhadap GC, sedangkan GC berpengaruh signifikan terhadap KP. Analisis indirect effect menegaskan bahwa GC berperan sebagai mediator penuh dalam menjembatani pengaruh GSCM dan GPF terhadap KP. Temuan ini memperlihatkan pentingnya kepedulian lingkungan konsumen sebagai determinan utama dalam keputusan pembelian berkelanjutan. Penelitian ini menyimpulkan bahwa strategi rantai pasok hijau dan atribut produk ramah lingkungan dapat memperkuat preferensi konsumen terhadap produk kopi berkelanjutan, serta membuka peluang bagi UMKM untuk mengembangkan strategi pemasaran hijau yang lebih efektif.
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DOI: https://doi.org/10.31294/swabumi.v13i2.27503
INDEXING
P-ISSN : 2355-990X E-ISSN: 2549-5178
