Thesis

The Effect of Micro-influencers on Green Products Purchase Intentions in Greater Jakarta

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Environmental problems are increasing public awareness of the importance of
protecting the environment. However, this awareness is not directly proportional to the buying
behavior of green products. It is caused by several factors: lack of availability, high costs, lack
of awareness, perceptions of lack of effectiveness, and greenwashing. Therefore, marketing
green products, companies must find ways to increase the desire to buy green products. One
way that is often used is through influencers. One type of influencer that has been increasing
and is often used lately is the micro-influencer. Through persuasion theory and parasocial
relationship theory, previous research found four influencer characteristics that can influence
purchase intentions: trustworthiness, perceived expertise, credibility, and parasocial
relationships. This study analyzes the effect of four micro-influencer characteristics on
purchase intention, especially for green products for consumers in Greater Jakarta. The method
used in this study is a quantitative method using the Partial Least Squares (PLS) and the
Structural Equation Model (SEM) techniques. Based on the survey results obtained with 253
respondents using TikTok or Instagram in Greater Jakarta, it is found that the hypothesis related
to the variable expertise and credibility is rejected, and the two hypotheses related to the
variable trustworthiness and parasocial relationship are accepted. From these results, the
characteristics of expertise and credibility do not have a significant effect on the purchase
intention of green products. Meanwhile, the characteristics of trustworthiness and parasocial
relationship have a significant effect on purchase intention for green products in Greater
Jakarta.

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Availability

Detail Information

Series Title

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Call Number

BE 23-001

Publisher

i3L, Jakarta : i3L, Jakarta., 2023

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Purchase Intention
green products
micro-influencer characteristics
Partial Least Squares (PLS)
Structural Equation Model (SEM)

Specific Detail Info

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Statement of Responsibility

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