INFLUENCE OF GREEN MARKETING ON PURCHASE INTENTION THROUGH BRAND IMAGE TOWARD ORGANIC VEGETABLE CONSUMERS (CASE STUDY OF CSA SENI TANI IN ARCAMANIK, BANDUNG CITY)

• Main Author: Fathir Authar Insaniy, Ghulam
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79144
• Institution: Institut Teknologi Bandung

The rapid increase of population in various regions has directly led to an increase in demand for food products to meet daily needs. In order to meet this demand, farmers in various sectors are currently starting to apply modern agricultural technology to accommodate the need for agricultural products, such as the application of synthetic fertilizers and chemical pesticides to stimulate plant development. However, the application of modern agricultural technology, apart from providing many advantages, also can certainly cause many losses if carried out continuously in the long term, such as due to damage to the polluted environment and a decline in human health conditions. Regenerative organic farming is defined as an agricultural cultivation system that relies on natural ingredients without using synthetic chemicals whose management is based on principles that must be met, health, ecology, justice and protection. CSA Seni Tani is one of community-based business that carries the concept of organic and environmentally friendly urban farming which also carries environmental, economic and social missions. The objectives of this research are (1) to determine the influence of Green Marketing on Purchase Intention through Brand Image for consumers of CSA Seni Tani organic vegetable products in Bandung City, and (2) to formulate relevant strategic priorities according to the complexity of the problem. This research was conducted from September to November 2023 using a purposive sampling technique through collecting data on a questionnaire instrument involving 34 respondents as representatives of consumers or subscribers of CSA Seni Tani. Research data was analyzed using Sequestration Equation Modeling (SEM) to determine the effect of each variable on exogenous variables, endogenous variables or mediating variables. On the other hand, research data is calculated using IFE, EFE, SWOT, and QSPM to formulate alternative strategic priorities to overcome the complexity of the problem. It is known that the influence of Green Marketing on Purchase Intention through Brand Image is not significant. The priority strategies are strategy 4, establishing collaboration with organic producer partners, strategy 3 conducting innovation of culinary preparations, strategy 1 partnership opportunities with culinary businesses, and strategy 2 developing agricultural and culinary video channels.