Faktorâ€“faktor yang mempengaruhi purchase intention dalam pembelian green product melalui social media

DETAIL KOLEKSI

Faktorâ€“faktor yang mempengaruhi purchase intention dalam pembelian green product melalui social media

Oleh : Paramitha Murti Ananda

Info Katalog

Nomor Panggil : 022001800050

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Adiyati Hardjanti

Subyek : Marketing - Management;Social media - Economic aspects

Kata Kunci : attitude, subjective norm, product knowledge, perceived consumer effectiveness, purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001800050_Halaman-Judul.pdf	10
2.	2022_TA_SMJ_022001800050_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022001800050_Bab-1-Pendahuluan.pdf	7
4.	2022_TA_SMJ_022001800050_Bab-2-Tinjauan-Pustaka.pdf	18
5.	2022_TA_SMJ_022001800050_Bab-3-Metode-Penelitian.pdf	21
6.	2022_TA_SMJ_022001800050_Bab-4-Analisis-dan-Pembahasan.pdf	19
7.	2022_TA_SMJ_022001800050_Bab-5-Kesimpulan.pdf	4
8.	2022_TA_SMJ_022001800050_Daftar-Pustaka.pdf	9
9.	2022_TA_SMJ_022001800050_Lampiran.pdf	32

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji dan menganalisis pengaruh Attitude,Subjective Norm, Product Knowledge, Perceived Consumer Effectiveness terhadapPurchase Intention. Penelitian ini menggunakan brand Rose All Day, SensatiaBotanicals, atau The Body Shop sebagai objek penelitian. Data dengan menyebarkankuesioner online melalui google form yang diisi sebanyak 308 responden, namunhanya terdapat 242 yang dapat dianalisa lebih lanjut. Metode pengumpulan data yangdigunakan merupakan purposive sampling dan menggunakan data cross-sectional.Metode analisis yang digunakan adalah Structural Equaion Model (SEM). Hasilpenelitian ini menunjukkan bahwa terdapat pengaruh positif Attitude terhadapPurchase Intention, Subjective Norm terhadap Purchase Intention, ProductKnowledge terhadap Attitude, Product Knowledge terhadap Purchase Intention,Perceived Consumer Effectiveness terhadap Attitude, Social Media Marketingterhadap Subjective Norm, Social Media Marketing terhadap Subjective Norm, SocialMedia Marketing terhadap Perceived Consumer Effectiveness, Social MediaMarketing terhadap Product Knowledge, dan tidak terdapat pengaruh positifPerceived Consumer Effectiveness terhadap Purchase Intention. Pada penelitianselanjutnya dapat mempertimbangkan untuk menggunakan brand lain yangmengusung konsep green products, serta menambahkan variabel purchase behaviorsebagai mediator.

T his research aims to analyze and examine the influence of Attitude,Subjective Norm, Product Knowledge, Perceived Consumer Effectiveness towardsPurchase Intention. This research uses Rose All Day, Sensatia Botanicals, or TheBody Shop as an object of this research. Data was obtained by distributing onlinequestionnaires through google forms filled out by 308 repondents, but only 242 thatcould be analyzed. Purposive sampling was being used for the sampling method andusing cross-sectional for the data. The analytical method used is Structural EquationMethod (SEM). The results of this research indicate that there is a positve influenceof Attitude towards Purchase Intention, Subjective Norm towards Purchase Intention,Product Knowledge towards Attitude, Product Knowledge towards PurchaseIntention, Perceived Consumer Effectiveness towards Attitude, Social MediaMarketing towards Subjective Norm, Social Media Marketing towards SubjectiveNorm, Social Media Marketing towards Perceived Consumer Effectiveness, SocialMedia Marketing towards Product Knowledge, and thereâ€™s no positive influencebetween Perceived Consumer Effectiveness towards Purchase Intention. For futureresearch, it can be considered to uses other brand that using green products as theconcept of the brand, and adding purchase behavior variable as a mediator.