Analysis of the influence of consumer purchase intentions on green product purchase

DETAIL KOLEKSI

Analysis of the influence of consumer purchase intentions on green product purchase

Oleh : Muhammad Yoga Ferdiansyah

Info Katalog

Nomor Panggil : 022001903004

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Luki Adiati Pramono

Subyek : Consumers--Attitudes;Marketing management

Kata Kunci : consumer purchase intentions, green products, attitude, social media marketing, subjective norms, pe

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001903004_-Halaman-Judul.pdf	11
2.	2023_TA_SMJ_022001903004_-Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001903004_-Bab-1-Pendahuluan.pdf	8
4.	2023_TA_SMJ_022001903004_-Bab-2-Tinjaun-Pustaka.pdf	12
5.	2023_TA_SMJ_022001903004_Bab-3-Metodologi-Penelitian.pdf	9
6.	2023_TA_SMJ_022001903004_-Bab-4-Analisis-dan-Pembahasan.pdf	13
7.	2023_TA_SMJ_022001903004_-Bab-5-Kesimpulan.pdf	5
8.	2023_TA_SMJ_022001903004_-Daftar-Pustaka.pdf	8
9.	2023_TA_SMJ_022001903004_-Lampiran.pdf	17

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh niat pembelian konsumen terhadap pembelian produk ramah lingkungan. Dalam era konsumsi berkelanjutan, perhatian terhadap masalah lingkungan semakin meningkat, termasuk keinginan masyarakat untuk membeli produk yang ramah lingkungan. Produk ramah lingkungan adalah produk yang dirancang dan mengandung bahan yang dapat didaur ulang, serta mengurangi kerusakan lingkungan. Dalam penelitian ini, kami menggunakan pendekatan kuantitatif dengan metode survei dan kuesioner sebagai instrumen pengumpulan data. Hasil penelitian menunjukkan bahwa pengetahuan produk, sikap, media sosial pemasaran,norma subyektif, dan kontrol perilaku dirasakan memiliki pengaruh yang positif terhadap niat pembelian konsumen terhadap produk ramah lingkungan. Implikasi manajerial dari hasil penelitian ini adalah bahwa perusahaan harus meningkatkan pengetahuan produk, sikap, dan pemasaran media sosial untuk meningkatkan niat pembelian konsumenterhadap produk ramah lingkungan. Strategi pemasaran harus mempertimbangkan pentingnya faktor-faktor ini dalam mempengaruhi preferensi konsumen dan keputusan pembelian. Dengan memahami faktor-faktor yang mempengaruhi niat pembelian konsumen terhadap produk ramah lingkungan, perusahaan dapat mengembangkan strategi pemasaran yang lebih efektif dan meningkatkan penjualan produk ramahlingkungan.

T This study aims to analyze the influence of consumer purchase intentions on green product purchases. In the era of sustainable consumption, environmental concerns have led to an increasing desire among people to buy green products. Green products are designed with recyclable materials and are aimed at reducing environmental damage. The research adopts a quantitative approach with a survey method and uses aquestionnaire as the data collection instrument. The results indicate that product knowledge, attitude, social media marketing, subjective norms, and perceived behavioral control have a positive influence on consumer purchase intentions towards green products. Managerial implications of this research suggest that companies should enhance product knowledge, attitude, and social media marketing to increase consumer purchase intentions towards green products. Marketing strategies should considerthe importance of these factors in influencing consumer preferences and purchasing decisions. By understanding the factors influencing consumer purchase intentions towards green products, companies can develop moreThis study aims to analyze the influence of consumer purchase intentions on green product purchases. In the era of sustainable consumption, environmental concerns have led to an increasing desire among people to buy green products. Green products are designed with recyclablematerials and are aimed at reducing environmental damage. The research adopts a quantitative approach with a survey method and uses a questionnaire as the data collection instrument. The results indicate that product knowledge, attitude, social media marketing, subjective norms, and perceived behavioral control have a positive influence on consumer purchase intentions towards green products. Managerial implications of this research suggest that companies should enhance product knowledge, attitude, and social media marketing to increase consumer purchase intentions towards green products. Marketing strategies should consider the importance of these factors in influencing consumer preferences and purchasing decisions. By understanding the factors influencing consumer purchase intentions towards green products, companies can develop more effective marketing strategies and boost the sales of green products.