Utama, Hanifa Kirana Putri (2018) Analisis Variabel-variabel yang Mempengaruhi Sikap dan Minat Beli Konsumen terhadap Produk Hijau di Kota Malang (Studi Kasus pada Minuman Ready to Drink Berlabel Forest Stewardship Council). Sarjana thesis, Universitas Brawijaya.
Abstract
Pertumbuhan industri minuman non-alcoholic ready to drink (RTD) di Indonesia kian meningkat seiring dengan perubahan gaya hidup masyarakat. Pada tahun 2015, pertumbuhan minuman RTD di Indonesia diperkirakan mencapai 25,2 juta liter dan akan terus meningkat sejalan dengan pertumbuhan penduduk (Poeradisastra, 2011). Berkaitan dengan maraknya isu lingkungan akibat kegiatan industri yang tidak bertanggung jawab, beberapa perusahaan minuman RTD berupaya menerapkan strategi green marketing berupa pencantuman eco-label pada kemasan produk sebagai jaminan bahwa produk tersebut aman bagi lingkungan. Green marketing bertujuan untuk meningkatkan minat beli konsumen terhadap produk hijau. Berdasarkan Theory of Reasoned Action, minat seseorang terbentuk dari sikap dan norma subjektif. Tujuan penelitian ini yaitu untuk menguji secara empirik pengaruh ecolabel, kepedulian lingkungan, peer pressure, dan sikap konsumen terhadap minat beli minuman RTD berlabel Forest Stewardship Council (FSC) di Kota Malang. Penelitian ini menggunakan pemodelan struktural, dengan metode Partial Least Square (PLS). Penduduk Kota Malang yang pernah mengonsumsi minuman RTD berlabel FSC menjadi populasi dalam penelitian ini. Jumlah sampel yang digunakan sebanyak 160 responden dalam rentang usia 17-60 tahun. Teknik pengambilan sampel menggunakan non-probabilty sampling dengan jenis purposive sampling. Teknik analisis data yang digunakan yaitu statistik deskriptif dengan SPSS 17.0 dan statistik inferensial menggunakan WarpPLS 5.0 dimana kedua software tersebut merupakan versi trial. Hasil penelitian menunjukkan bahwa eco-label berpengaruh positif dan signifikan secara langsung terhadap viii sikap dan minat beli produk hijau. Kepedulian lingkungan berpengaruh positif dan signifikan secara langsung terhadap sikap dan minat beli produk hijau. Sikap konsumen berpengaruh positif dan signifikan terhadap minat beli produk hijau. Dengan demikian, sikap konsumen terbukti memiliki efek mediasi parsial terhadap hubungan antara eco-label dengan minat beli produk hijau. Sikap konsumen juga dapat memediasi hubungan antara kepedulian lingkungan dan minat beli produk hijau secara parsial. Peer pressure tidak dapat memoderasi hubungan antara sikap konsumen dan minat beli produk hijau, akan tetapi dapat bertindak sebagai prediktor minat beli produk hijau.
English Abstract
The growth of non-alcoholic ready to drink beverages industry in Indonesia is increasing along with changes of people’s lifestyles. In 2015, the growth of RTD beverages in Indonesia is estimated at 25,2 million liters and will continue to increase in line with population growth (Poeradisastra, 2011). In connection with the rise of environmental issues due to irresponsible industrial activities, several RTD beverage companies seek to implement green marketing strategy in the form of eco-labelling on product packaging as a guarantee that the product is safe for the environment. Green marketing aims to increase consumers purchase intention towards green product. Based on the Theory of Reasoned Action, someone’s intention is formed by attitude and subjective norm. The aims of this study is to empirically test the effect of eco-label, environmental concern, peer pressure, and consumers attitude towards green purchase intention in Malang City. This study uses structural modeling, with the Partial Least Square (PLS) method. Residents of Malang City who had consumed RTD beverages with FSC label became the population in this study. The number of samples used was 160 respondents in the span of 17-60 years. The sampling technique use nonprobability sampling with the type of purposive sampling. Data analysis techniques used are descriptive statistics with SPSS 17.0 and inferential statistics using WarpPLS 5.0 where both software are trial versions. The results showed that eco-label have a positive and significant direct effect on attitude towards green product and green purchase intention. Environmental concern found have a positive and significant direct effect on attitude towards green product and green purchase intention. The findings of this study x indentified that attitude towards green product significanlty influenced green purchase intention. Thus, attitude is found to have a partial mediation effect on relationship between eco-label and green purchase intention. Attitude can also mediate the relationship between environmental concern and green purchase intention partially. Peer pressure cannot moderate the relationship between attitude and green purchase intention, but found as a predictor of green purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/605/051812036 |
| Uncontrolled Keywords: | Eco-label, Kepedulian Lingkungan, Peer Pressure, Sikap Konsumen, Minat Beli Produk Hijau,/ Eco-label, Environmental Concern, Peer Pressure, Attitude towards Green Product, Green Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 21 May 2019 07:11 |
| Last Modified: | 14 Oct 2020 11:26 |
| URI: | http://repository.ub.ac.id/id/eprint/164370 |
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