Laksmiari, Maria Bernadhetta (2019) Pengaruh Green Product, Green Advertising Dan Green Trust Terhadap Keputusan Pembelian Minuman Ramah Lingkungan. Sarjana thesis, Universitas Brawijaya.
Abstract
Lingkungan hidup semakin hari semakin mengalami kerusakan akibat tindakan tidak bertanggung jawab oleh manusia. Di Indonesia, kerusakan dipicu oleh peningkatan volume sampah plastik yang sulit terurai oleh alam. Solusinya melalui pemerintah dan masyarakat yang harus meningkatkan kesadaran dan kepedulian terhadap lingkungan melalui penggunaan green product. Green product yang mudah ditemukan adalah produk minuman. Minuman ramah lingkungan dipromosikan melalui iklan hijau (green advertising). Green advertising harus informatif dan memuat gerakan peduli lingkungan seperti pada iklan minuman Ades, Coca Cola, Teh Botol, Ultramilk, dan sebagainya. Melalui iklan dan manfaat yang dari minuman ramah lingkungan, maka dapat meningkatkan kepercayaan konsumen dan yakin untuk membeli green product dibandingkan produk tidak ramah lingkungan. Tujuan dari penelitian yaitu untuk mengetahui pengaruh faktor-faktor yang mempengaruhi keputusan pembelian minuman hijau. Metode yang digunakan adalah partial least square (PLS). PLS merupakan pendekatan permodelan lunak untuk SEM tanpa perlunya asumsi tentang distribusi data normal dan sampel tidak harus besar. Variabel yang digunakan yaitu green product (X1), green advertising (X2), green trust (Y1), dan keputusan pembelian (Y2) dengan indikator penelitian sebanyak 15 buah. Kuesioner disebarkan dengan 220 responden berusia 17-60vii tahun di Kota Malang yang pernah mengkonsumsi minimal 5 kali dalam waktu satu bulan terakhir. Berdasarkan penelitian yang dilakukan, diketahui bahwa green product, green advertising dan green trust berpengaruh signifikan terhadap keputusan pembelian. Green trust juga mampu memediasi sebagian (partial mediation) terhadap green product dan keputusan pembelian. Selain itu green trust juga mampu memediasi sebagian (partial mediation) terhadap green advertising dan keputusan pembelian
English Abstract
The environment is increasingly being damaged by irresponsible actions by humans. In Indonesia, the damage is triggered by an increase in the volume of plastic waste that is difficult to decompose by nature. The solution is through the government and the community which must increase awareness and concern for the environment through the use of green products. Green products that are easy to find are beverage products. Environmentally-friendly beverage need to be promoted through green advertising. Green advertising must be informative and contain environmental care movements such as advertisements on Ades drinks, Coca Cola, Teh Botol, Ultramilk, and etc. Through advertising and the benefits offered by environmentally-friendly beverage, it can increase trust and certain to buy a green product compared to non-environmentally friendly products. The purpose of the research is to find out the influence of the factors that influence the decision to buy environmentally-friendly beverage drinks. The method used is partial least square (PLS). PLS is a modeling approach for SEM without the need for assumptions about normal data distribution and the sample does not have to be large. The variables used were green product (X1), green advertising (X2), green trust (Y1), and purchasing decisions (Y2) with 15 indicators. The questionnaire will be distributed with 220 respondents aged 17-60 years in Malang City who have consumed at least 5 times in the past one month.ix Based on the research conducted, it is known that green products, green advertising and green trust have a significant effect on purchasing decisions. Green trust is also capable of partial mediation on green products and purchasing decisions. In addition, green trust is also capable of partial mediation on green advertising and purchasing decisions
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/258/052002240 |
| Uncontrolled Keywords: | Green Product, Green Advertising, Green Trust, Keputusan Pembelian, Minuman Ramah Lingkungan, Green Product, Green Advertising, Green Trust, Purchase Decision, Environmentally-Friendly Beverages |
| Subjects: | 600 Technology (Applied sciences) > 664 Food technology > 664.07 Tests, analyses, quality controls |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:40 |
| Last Modified: | 10 Mar 2022 03:05 |
| URI: | http://repository.ub.ac.id/id/eprint/181226 |
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