Anteseden dari minat beli produk lampu hemat energi
Info Katalog
File Repositori
Nomor Panggil : 2016_TA_MJ_022121082
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Ayu Ekasari
Subyek : Green marketing awareness;Perceived innovation
Kata Kunci : perceived quality, perceived price, perceived risk.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_022121082-Halaman-Judul.pdf | ||
| 2. | 2016_TA_MJ_022121082-Bab1.pdf1.pdf | ||
| 3. | 2016_TA_MJ_022121082-Bab-2.pdf1.pdf |
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| 4. | 2016_TA_MJ_022121082-Bab3.pdf1.pdf | ||
| 5. | 2016_TA_MJ_022121082-Bab-4.pdf1.pdf |
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| 6. | 2016_TA_MJ_022121082-Bab-5.pdf1.pdf |
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| 7. | 2016_TA_MJ_022121082--Daftar-Pustaka.pdf | ||
| 8. | 2016_TA_MJ_022121082-Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh green marketing awareness dan perceived innovation terhadap minat beli konsumen pada produk lampu hemat energi. Perceived quality, perceived price, perceived risk, dan perceived value berperan sebagai variabel mediasi. Sampel yang digunakan dalam penelitian ini berjumlah 165 responden dan dikumpulkan dengan metode purposive sampling terhadap responden yang sudah pernah menggunakan lampu hemat energi. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) green marketing awareness tidak mempunyai pengaruh positif terhadap minat beli konsumen secara langsung, (2) perceived innovation tidak mempunyai pengaruh positif terhadap minat beli konsumen secara langsung, (3) perceived value berpengaruh positif terhadap minat beli konsumen. Dapat disimpulkan bahwa minat beli konsumen pada produk lampu hemat energi berasal dari persepsi penilaian konsumen secara keseluruhan terhadap manfaat dan nilai guna yang dapat diberikan oleh produk lampu hemat energi terhadap konsumen.
T This study aims to examine and analyze the effect of green marketing awareness and perceived innovation on consumer buying interest in energy efficient lighting products. Perceived quality, perceived price, perceived risk, perceived value and role as a mediating variable. The sample used in this research is 165 respondents and collected using purposive sampling of respondents who have been using energy-saving lamps. Tests conducted by the method of Structural Equation Model (SEM). The results of this study were (1) green marketing awareness does not have a positive effect on consumer buying interest directly, (2) perceived innovation does not have a positive effect on consumer buying interest directly, (3) perceived value positive effect on consumer buying interest. It can be concluded that the consumer purchase interest in energy efficient lighting products derived from consumer ratings overall perception of the benefits and use value that can be provided by energy efficient lighting products to consumers.
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