2561 Jurnal Ekonomi Trisakti https://www.e-journal.trisakti.ac.id/index.php/jet Vol. 3 No. 2 Oktober 2023 : hal : 2561-2576 http://dx.doi.org/10.25105/jet.v3i2.17410 e-ISSN 2339-0840 ANALYSIS OF THE INFLUENCE OF CONSUMER PURCHASE INTENTIONS ON GREEN PRODUCT PURCHASE Yoga Ferdiansyah 1 Luki Adiati Pratomo 2 1,2 Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Trisakti *Penulis Korespondensi: luki.adiati@trisakti.ac.id Abstrak Dalam beberapa waktu terakhir, terjadi peningkatan jumlah produk ramah lingkungan yang beredar di Indonesia. Perusahaan-perusahaan yang menyediakan produk semacam itu melihat adanya peluang untuk memperoleh pangsa pasar di Indonesia. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh niat pembelian konsumen terhadap produk ramah lingkungan. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan melibatkan 144 responden sebagai sampel penelitian yang dipilih melalui metode purposive sampling. Hasil analisis data menunjukkan bahwa pemasaran melalui media sosial berpengaruh positif terhadap sikap konsumen (Attitude) dan norma subjektif (Subjective Norms). Selain itu, sikap konsumen (Attitude) juga berpengaruh positif terhadap niat pembelian produk ramah lingkungan (Intention to Buy green product), begitu pula dengan norma subjektif (Subjective Norms) yang berpengaruh positif terhadap niat pembelian produk ramah lingkungan (Intention to Buy green product). Kata kunci: Produk ramah lingkungan, Pemasaran media sosial, Sikap, Norma Subjektif, Niat Membeli Abstract In recent times, there has been an increase in the number of environmentally-friendly products circulating in Indonesia. Companies providing such products see an opportunity to gain market share in Indonesia. The purpose of this research is to analyze the influence of consumer purchase intentions on environmentally- friendly products. The research method used is quantitative research involving 144 respondents as the research sample, selected through purposive sampling method. The results of data analysis show that marketing through social media has a positive influence on consumer attitudes (Attitude) and subjective norms (Subjective Norms). Furthermore, consumer attitudes (Attitude) also have a positive impact on the intention to purchase environmentally-friendly products (Intention to Buy green product), as do subjective norms (Subjective Norms) which also have a positive influence on the intention to purchase environmentally- friendly products (Intention to Buy green product). Keywords : Green products, Social media marketing, Attitude, Subjective Norms, Intention to Buy Artikel dikirim: 22-07-2023 Artikel Revisi: 03-08-2023 Artikel diterima: 13-08-2023 INTRODUCTION Today, environmental considerations must also be taken into account when creating products that meet consumer needs and wants. Many environmental issues are discussed because the task of protecting the environment is a shared task. The development of modern business is