PURCHASE INTENTION IN GREEN PRODUCT ONLINE BRAND COMMUNITY (OBC)
Abstract: Due to the increasing awareness of people's environment in choosing a product, resulting in high competition in green product industry. The impact of this phenomenon is also faced by early-stage start-ups in the green product industry, which has limited funds and resources. Seeing t...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/66894 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Abstract: Due to the increasing awareness of people's environment in choosing a product, resulting in
high competition in green product industry. The impact of this phenomenon is also faced by early-stage
start-ups in the green product industry, which has limited funds and resources. Seeing this problem,
there is one strategy that has a high potential to increase customer purchase intention and provide good
performance in increasing traction and product/service purchase in many large companies, namely a
brand community that can be formed in online brand community (OBC). Although there are many
benefits offered by Online brand community (OBC), unfortunately, there are still few green product
brands that implement OBC in Indonesia. Thus, there are hardly any benchmarking models for the
application of OBC, and comprehensive research on how the purchase intention in an OBC is unheld.
To be able to fill the information gap and explain purchase intention in an OBC meticulously, previous
research said that customer motivation and satisfaction are related to purchase intention. Therefore, this
research will also look for the customers' motivation to participate in OBC to be able to identify
motivation fulfilment and known as satisfaction on OBC. The satisfaction of OBC will bring this
research to be able to pinpoint customer purchase intention. This research will be conducted using a
qualitative method (case study strategy in two green product OBCs in Indonesia) with semi-structured
interviews with informants that have different levels of participation in OBC. From the results of data
analysis obtained, it can be identified 14 customer motivations to participate in green product OBC such
as information need, relatability, social integrative need, etc. It can be concluded that the fulfilment of
those motivations are reflecting the level of satisfaction on OBC and also has a significant effect on
purchase intention in green products industry.
Keywords: Motivation, Satisfaction, Purchase Intention, Online Brand Community, Green Product
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