Anteseden dari green purchase intention pada kosmetik ramah lingkungan

DETAIL KOLEKSI

Anteseden dari green purchase intention pada kosmetik ramah lingkungan

Oleh : Novita

Info Katalog

Nomor Panggil : 022002005006

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Asep Hermawan

Subyek : Purchasing - Marketing;Marketing - Management

Kata Kunci : attitude, subjective norms, perceived behavioral control, social media usage, digital marketing.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022002005006_Halaman-Judul.pdf	11
2.	2024_TA_SMJ_022002005006_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022002005006_Bab-1_Pendahuluan.pdf	10
4.	2024_TA_SMJ_022002005006_Bab-2_Tinjauan-Pustaka.pdf	14
5.	2024_TA_SMJ_022002005006_Bab-3_Metodologi-Penelitian.pdf	19
6.	2024_TA_SMJ_022002005006_Bab-4_Analisis-dan-Pembahasan.pdf	15
7.	2024_TA_SMJ_022002005006_Bab-5_Simpulan-dan-Saran.pdf	4
8.	2024_TA_SMJ_022002005006_Daftar-Pustaka.pdf	6
9.	2024_TA_SMJ_022002005006_Lampiran.pdf	18

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh Attitude, Subjective Norms, Perceived Behavioral Control, Social Media Usage, dan Digital Marketing Interactions terhadap Green Purchase Intention. Penelitian ini memperoleh data dengan cara menyebarkan kuesioner secara online kepada individu yang adalah pengguna media sosial aktif dan pernah melihat postingan-postingan dalam media sosial mengenai produk kosmetik ramah lingkungan. Penelitian ini menggunakan metode non probability sampling, dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini sebanyak 220 responden. Metode analisis data yang digunakan adalah analisis regresi linear berganda dengan menggunakan software SPSS 21.Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif dari attitude, subjective norms, perceived behavioral control, dan digital marketing interactions terhadap green purchase intention. Sedangkan social media usage dinyatakan tidak memiliki pengaruh terhadap green purchase intention.

T he study aims to analyze the effect of Attitude, Subjective Norms, Perceived Behavioral Control, Social Media Usage, and Digital Marketing Interactions on Green Purchase Intention. This research obtained data by distributing questionnaires online to individuals who were active social media users and had seen posts on social media regarding green cosmetic products. This research uses a non-probability sampling method, with a purposive sampling technique. The sample used in this research was 220 respondents. The data analysis method used is multiple linear regression analysis using SPSS 21 software.The results of this research show that there is a positive influence of Attitude, Subjective Norms, Perceived Behavioral Control, and Digital Marketing Interactions on Green Purchase Intention. Meanwhile, Social Media Usage is stated to have no influence on Green Purchase Intention.