Jayanti, NiarieDwi (2013) Analisis Faktor-Faktor yang Mempengaruhi Green Purchasing (Survei pada Pelanggan Tupperware di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi isu lingkungan hidup yang menjadi perhatian penting bagi konsumen, produsen maupun pemasar. Konsumen diharapkan mampu menerapkan kriteria pembelian hijau ( green purchasing) salah satunya membeli produk ramah lingkungan. Green product merupakan produk inovasi yang memberikan dampak besar dalam pelestarian lingkungan. Penelitian ini juga bertujuan untuk mengetahui faktor-faktor yang membentuk Individual Diffrences serta pengaruhnya secara bersama-sama dan parsial terhadap Green Purchasing . Jenis penelitian yang digunakan adalah explanatory research . Sampel dalam penelitian ini sebanyak 102 orang responden yang merupakan pelanggan Tupperware di Kota Malang. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner. Analisis data yang digunakan adalah analisis deskriptif, analisis faktor, dan analisis regresi linier berganda. Teknik pengambilan sampel yang digunakan adalah teknik simple random sampling . Hasil analisis faktor menunjukkan bahwa ada empat variabel yang membentuk Individual Differences , yaitu Pengetahuan, Green Attitude, Pendapatan, dan Waktu. Variabel Pengetahuan, Green Attitude, Pendapatan, dan Waktu secara bersama-sama berpengaruh signifikan terhadap Green Purchasing Structures . Hubungannya dapat ditunjuukan dengan nilai koefisien korelasi (R) sebesar 0,644 dan nilai koefisien determinasi (R 2 ) sebesar 0,414 atau 41,4% dengan nilai F hitung sebesar 17,143 dengan signifikansi 0,000 (p<0,005). Secara parsial, hasil penelitian ini menunjukkan bahwa variabel Pengetahuan dan Green Attitude berpengaruh positif dan signifikan terhadap Green Purchasing Structure, sedangkan variabel Pendapatan dan Waktu tidak berpengaruh signifikan terhadap Green Purchasing Structure. Kesimpulan dari penelitian ini, ada 4 variabel yang membentuk Individual Differences , yaitu Pengetahuan, Green Atttude, Pendapatan, dan Waktu. Perusahaan sebaiknya lebih meningkatkan kegiatan promosi dan pengenalan mengenai value yang terdapat pada konsep ramah lingkungan yang ingin dilekatkan pada produk Tupperware. Perusahaan juga sebaiknya menambah program promo dan program menarik lainnya yang dapat menarik minat beli konsumen serta dapat meningkatkan pembelian produk Tupperware dengan tetap mengedepankan konsep ramah lingkungan, sehingga konsumen tidak merasa ragu atau enggan melakukan pembelian produk.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2013/427/051309055 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Depositing User: | Endang Susworini |
| Date Deposited: | 06 Nov 2013 10:53 |
| Last Modified: | 22 Oct 2021 01:28 |
| URI: | http://repository.ub.ac.id/id/eprint/115982 |
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