Dewi, Cornelia Anindita Kusuma (2019) Anteseden Keputusan Pembelian Minuman Ramah Lingkungan dan Implikasinya terhadap Green Satisfaction. Sarjana thesis, Universitas Brawijaya.
Abstract
Peningkatan permintaan konsumen akan produk minuman ready to drink (RTD) menyebabkan produsen mencari peluang untuk menarik minat konsumen, salah satunya dengan memproduksi minuman ramah lingkungan. Produk minuman seperti Ades, Cleo, Aqua, Teh Gelas, Teh Botol Sosro, Cocacola, Sprite, Ultramilk, Indomilk, dan Greenfield telah berupaya menawarkan produk yang bertanggungjawab terhadap lingkungan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang memengaruhi keputusan pembelian produk minuman ramah lingkungan dan implikasinya terhadap green satisfaction. Variabel yang digunakan dalam penelitian ini adalah Green Product (X1), Green Advertising (X2), Peer Pressure (X3), Kesadaran Konsumen (X4), Keputusan Pembelian (Y1), dan Green Satisfaction (Y2). Indikator yang digunakan sebanyak 18 item. Pengambilan data dilakukan dengan menyebarkan kuesioner pada minimal 126 responden. Sampel yang digunakan adalah penduduk Kota Malang yang setidaknya pernah lima kali mengkonsumsi minuman ramah lingkungan berusia 17 – 60 tahun. Analisis data dilakukan dengan metode Partial Least Square (PLS) untuk mengetahui pengaruh setiap variabel. Berdasarkan penelitian yang telah dilakukan, diketahui bahwa green product, peer pressure, dan kesadaran konsumen signifikan memengaruhi keputusan pembelian. Keputusan pembelian juga memiliki pengaruh signifikan terhadap green satisfaction. Diketahui pula bahwa green advertising memilikihubungan positif dengan keputusan pembelian namun tidak signifikan memengaruhi. Diketahui pula bahwa keputusan pembelian mampu memediasi hubungan antara green product dengan green satisfaction, peer pressure dengan green satisfaction, dan kesadaran konsumen dengan green satisfaction. Namun keputusan pembelian belum mampu memediasi hubungan antara green advertising dengan green satisfaction.
English Abstract
Increasing consumer demand for ready to drink (RTD) beverage products causes producers to look for opportunities to attract consumer interest, one of which is by producing environmentally friendly drinks. Beverage products such as Ades, Cleo, Aqua, Tea Glass, Sosro Bottled Tea, Coca-Cola, Sprite, Ultramilk, Indomilk, and Greenfield have tried to offer products that are environmentally responsible. The purpose of this study is to determine the factors that influence purchasing decisions for environmentally friendly beverage products and their implications for green satisfaction. The variables used in this study are Green Product (X1), Green Advertising (X2), Peer Pressure (X3), Consumer Awareness (X4), Purchase Decision (Y1), and Green Satisfaction (Y2). 18 indicators are used. Data retrieval is done by distributing questionnaires to a minimum of 126 respondents. The sample used is the population of Malang City, which has at least five times consumed environmentally friendly drinks aged 17-60 years. Data analysis was done by Partial Least Square (PLS) method to determine the effect of each variable. Based on the research that has been done, it is known that green products, peer pressure, and consumer awareness significantly influence purchasing decisions. Purchasing decisions also have a significant influence on green satisfaction. It is also known that green advertising has a positive relationship with purchasing decisions but does not significantly influence. Itis also known that purchasing decisions can mediate the relationship between green products with green satisfaction, peer pressure with green satisfaction, and consumer awareness with green satisfaction. But purchasing decisions have not been able to mediate the relationship between green advertising and green satisfaction.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/259/052002241 |
| Uncontrolled Keywords: | Green Product, Green Satisfaction, Keputusan Pembelian, Minuman Ramah Lingkungan, Environmentally Friendly Beverages, Green Product, Green Satisfaction, Purchase Decisions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:40 |
| Last Modified: | 10 Mar 2022 02:52 |
| URI: | http://repository.ub.ac.id/id/eprint/181227 |
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