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Vol. 3 No. 2 (2026) • Articles
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Pengaruh Green Innovation Terhadap Purchase Intention Melalui Environmental Awareness dan Green Brand Image Pada Konsumen Muda Kopi Janji Jiwa di Samarinda

Atikah Wardah Kamilah
Mulawarman University image/svg+xml
Finnah Fourqoniah
Mulawarman University image/svg+xml
Published: November 25, 2026 Pages: 408-421
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Abstract

This study examines the effect of Green Innovation on Purchase Intention through Environmental Awareness and Green Brand Image among young Kopi Janji Jiwa consumers in Samarinda. A quantitative approach with a cross-sectional design was employed using the Stimulus-Organism-Response (S-O-R) framework. Data were collected through questionnaires from 360 respondents aged 17–30 who had purchased Kopi Janji Jiwa at an outlet in Samarinda within the previous six months. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The study's novelty lies in examining Environmental Awareness and Green Brand Image as parallel mediators in a single model. The results indicate that Green Innovation positively and significantly affects Environmental Awareness, Green Brand Image, and Purchase Intention. Both mediators also positively and significantly affect Purchase Intention and mediate the relationship between Green Innovation and Purchase Intention. The indirect effect through Green Brand Image is greater than that through Environmental Awareness. These findings suggest that Kopi Janji Jiwa should strengthen environmentally friendly innovations and communicate sustainability practices transparently to build a credible green brand image and support purchase intention among young consumers.

Keywords:
Green Innovation Environmental Awareness Green Brand Image Purchase Intention Green Marketing Kopi Janji Jiwa
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Author Biographies
Atikah Wardah Kamilah Mulawarman University

Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman, Kota Samarinda, Kalimantan Timur, Indonesia.

Finnah Fourqoniah Mulawarman University

Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman, Kota Samarinda, Kalimantan Timur, Indonesia.

How to Cite
Kamilah, A. W., & Fourqoniah, F. (2026). Pengaruh Green Innovation Terhadap Purchase Intention Melalui Environmental Awareness dan Green Brand Image Pada Konsumen Muda Kopi Janji Jiwa di Samarinda. Jurnal Manajemen Dan Teknologi, 3(2), 408-421. https://doi.org/10.63447/jmt.v3i2.2143
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