ANALISIS PERSEPSI HARGA DAN GREEN BRAND IMAGE TERHADAP MINAT BELI PRODUK DAN LAYANAN GREEN LOGISTICS MASYARAKAT BALI

Green logistics is an innovation in the industrial world, especially in logistics, that has been recognized globally as a solution that can be used to overcome environmental pollution caused by industrial activities. To improve its implementation, it is important to know the characteristics of consumers. In this context, the purpose of this study was to ascertain how Balinese consumers' perceptions of price and the image of green brands influenced their desire to acquire green logistics goods and services. Balinese individuals in the productive age range made up the research sample, and the primary data for the study was collected through the distribution of questionnaires. The study used the Partial Least Squares-Structural Equation Model (PLS-SEM) analysis method using the SmartPLS application for data analysis and processing. The number of research respondents consisted of 200 and was taken using random sampling techniques. The results showed that price perceptions and green brand image positively and significantly influence Balinese people's purchase intention towards green logistics products and services.

Keywords: Green Logistics, Purchase Intention, Price Perception, Green Brand Image, PLS-SEM.