Perubahan persepsi produk dan merek melalui konsumerisme hijau di indonesia
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Ganawati
Subyek : Consumer behavior
Kata Kunci : consumer behavior, green branding, management marketing
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Status : Lengkap
P enelitian dilakukan untuk memahami perilaku konsumen terkait green consumption value (sering diartikan sebagai nilai konsumsi hijau) yang dimiliki dalam membentuk persepsi keberlanjutan produk dan merek AMDK di Indonesia. Data primer dikumpulkan melalui kuesioner yang kemudian diuji instrumen kemudian diolah dengan metode SEM guna melakukan uji hipotesis. Hasil menunjukan bahwa terdapat pengaruh positif Green Consumption Value (GCV) terhadap Product Sustainability Perception (PSP), Product Sustainability Perception (PSP) terhadap Brand Sustainability Perception (BSP), dan dampak tidak langsung GCV terhadap BSP melalui PSP. Dari kesimpulan tersebut, manajer dapat meningkatkan persepsi konsumen melalui pemasaran yang menonjolkan aspek keberlanjutan yang dimiliki AMDK, inovasi kemasan eco-friendly, dan membentuk media umpan balik.
T he research was conducted to understand consumer behavior related to the adoption of green consumption values in shaping perceptions of bottled waters’ product and brand sustainability in Indonesia. Primary data were collected through a questionnaire, which was then goes through instrument testesting and then processed using Structural Equation Modeling (SEM) where hypothesis testing was conducted. The results indicate a positive influence of Green Consumption Value (GCV) on Product Sustainability Perception (PSP), Product Sustainability Perception (PSP) on Brand Sustainability Perception (BSP), and an indirect impact of GCV on BSP through PSP. Based on these conclusions; managers can enhance consumer perceptions through marketing that highlights the sustainability of product, innovations in eco-friendly packaging, and creating feedback loop.
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