DETAIL KOLEKSI

Anteseden dari green purchase intention


Oleh : Stella Pricilia Tamareynee

Info Katalog

Nomor Panggil : 022002006033

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Yolanda Masnita Siagian

Subyek : Purchasing - Management;Marketing - Management

Kata Kunci : attitude; subjective norms, perceived behavioural control, social media usage, social media marketin

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2024_TA_SMJ_022002006033_Halaman-Judul.pdf 10
2. 2024_TA_SMJ_022002006033_Lembar-Pengesahan.pdf 6
3. 2024_TA_SMJ_022002006033_Bab-1-Pendahuluan.pdf 10
4. 2024_TA_SMJ_022002006033_Bab-2-Tinjauan-Literatur.pdf 29
5. 2024_TA_SMJ_022002006033_Bab-3-Metode-Penelitian.pdf 19
6. 2024_TA_SMJ_022002006033_Bab-4-Analisis-dan-Pembahasan.pdf 18
7. 2024_TA_SMJ_022002006033_Bab-5-Kesimpulan.pdf 9
8. 2024_TA_SMJ_022002006033_Daftar-Pustaka.pdf 8
9. 2024_TA_SMJ_022002006033_Lampiran.pdf 21

P Penelitian ini bertujuan untuk menguji serta menganalisis peran attitude, subjective norms, perceived behavioural control, social media usage, social media marketing, dan digital marketing interactions terhadap green purchase intention pada konsumen pengguna bodycare di Indonesia. Obyek yang diteliti pada penelitian ini adalah bodycare ramah lingkungan di Indonesia. Kriteria pada penelitian ini yaitu pengguna bodycare minimal satu bulan dalam pemakaiannya. Sampel yang digunakan dalam penelitian ini berjumlah 232 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Attitude berpengaruh positif terhadap Green Purchase Intention, (2) Subjective Norms berpengaruh positif terhadap Green Purchase Intention, (3) Perceived Behavioural Control berpengaruh positif terhadap Green Purchase Intention, (4) Social Media Usage tidak berpengaruh positif terhadap Green Purchase Intention, (5) Social Media Marketing berpengaruh positif terhadap Green Purchase Intention, dan (6) Digital Marketing Interactions berpengaruh positif terhadap Green Purchase Intention. Manajer pemasaran dapat meningkatkan Green Purchase Intention dengan cara meningkatkan Social Media Marketing, yaitu dengan membuat konten yang menarik, membagikan testimonial pengguna bodycare yang positif, kemudian menyediakan informasi ilmiah mengenai bodycare ramah lingkungan dan terakhir manajer perusahaan dapat berkolaborasi dengan ahli kesehatan dan lingkungan untuk memberi perspektif dan dukungan tambahan melalui artikel atau konten yang dapat memberikan kredibilitas tambahan di media sosial.

T This research aims to examine and analyze the role of attitude, subjective norms, perceived behavioural control, social media usage, social media marketing, and digital marketing interactions on green purchase intention among bodycare consumers in Indonesia. The object of this study is environmentally friendly bodycare products in Indonesia. The criteria for this research are individuals who have been using bodycare products for at least one month. The sample used in this study consisted of 232 respondents, selected using purposive sampling technique. The data were analyzed using the Structural Equation Model (SEM). The findings of this research are as follows: (1) Attitude has a positive influence on Green Purchase Intention, (2) Subjective Norms have a positive influence on Green Purchase Intention, (3) Perceived Behavioural Control has a positive influence on Green Purchase Intention, (4) Social Media Usage does not have a positive influence on Green Purchase Intention, (5) Social Media Marketing has a positive influence on Green Purchase Intention, and (6) Digital Marketing Interactions have a positive influence on Green Purchase Intention. Marketing managers can increase Green Purchase Intention by enhancing Social Media Marketing efforts. This can be achieved by creating engaging content, sharing positive user testimonials for environmentally-friendly body care products, providing scientific information about eco-friendly body care, and collaborating with health and environmental experts to offer additional perspectives and support through articles or content that can provide additional credibility on social media.

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