Pengaruh Green Entrepreneurship, Inovasi Berkelanjutan, Dan Transformasi Digital Terhadap Minat Beli Konsumen Brand Lokal KATTOEN Di Lowokwaru Kota Malang

Abstract

Abstract

This study aims to examine and analyze the influence of green entrepreneurship, sustainable innovation, and digital transformation on consumer purchase intention toward the local brand KATTOEN in Lowokwaru District, Malang City. It uses a quantitative associative approach with a population of productive-age individuals (20 to 35 years old) in Lowokwaru District who are aware of or have been exposed to KATTOEN through digital platforms. A sample of 150 respondents was determined through non-probability purposive sampling, referring to Hair et al. (2019). Data were collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression with SPSS version 25, preceded by instrument testing, classical assumption testing, and hypothesis testing. The results show that green entrepreneurship, sustainable innovation, and digital transformation each have a positive and significant effect on consumer purchase intention, with the regression equation Y = 11.050 + 0.061X1 + 0.741X2 + 0.245X3. Sustainable innovation is the most dominant factor (Sig. 0.000), followed by digital transformation (Sig. 0.000) and green entrepreneurship (Sig. 0.016). The Adjusted R Square of 0.859 indicates that 85.9% of the variation in purchase intention is explained by the three variables. Local brands are advised to strengthen sustainability practices and optimize digital transformation to increase purchase intention.

Keywords: Green Entrepreneurship, Sustainable Innovation, Digital Transformation, Consumer Purchase Intention, Local Brand