Pengaruh Green Product Innovation Dan Environmental Concern Terhadap Green Purchase Behaviour Melalui Green Image Sebagai Variabel Intervening (Survei pada Konsumen Sepatu Adidas di Kota Malang)

Kurniawan, Muhammad Arief and Anni Rahimah,, Dr. S.AB., M.AB., Ph.D. (2023) Pengaruh Green Product Innovation Dan Environmental Concern Terhadap Green Purchase Behaviour Melalui Green Image Sebagai Variabel Intervening (Survei pada Konsumen Sepatu Adidas di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Fenomena isu lingkungan menjadi sorotan masyarakat terhadap produk yang dapat merusak kelestarian alam. Masyarakat dengan kepedulian terhadap lingkungan semakin kritis dalam memilih produk yang akan mereka konsumsi. Citra hijau perusahaan menjadi salah satu faktor yang menentukan bagaimana konsumen melakukan pertimbangan pembelian. Perusahaan yang memiliki inovasi produk ramah lingkungan akan dipilih konsumen sebagai pilihan terbaiknya. Sepatu Adidas merupakan salah satu produk yang memiliki bahan yang ramah lingkungan dan dapat didaur ulang.Penelitian ini dilakukan dengan tujuan untuk dapat menganalisis dan menjelaskan masing-masing pengaruh Green Product Innovation, Environmental Concern terhadap Green Purchase Behavior melalui Green Image. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Penelitian ini akan menggunakan sampel penelitian dengan jumlah 105 responden yang memiliki kriteria populasi yaitu berdomisili di Kota Malang, responden berusia 18 tahun keatas, dan responden yang pernah membeli sepatu Adidas. Analisis yang digunakan pada penelitian ini yaitu analisis deskriptif dan analisis jalur (path analysis), dan diolah menggunakan analisis statistik Partial LeastSquare (PLS). Pada penelitian ini akan menunjukkan tiap variabel bahwa: (1) Variabel Green Product Innovation berpengaruh positif dan signifikan terhadap variabel Green Image. (2) Variabel Environmental Concern berpengaruh positif dan signifikan terhadap variabel Green Image. (3) Variabel Green Product Innovation berpengaruh positif dan signifikan terhadap variabel Green Purchase Behavior. (4) Variabel Environmental Concern berpengaruh positif dan signifikan terhadap variabel Green Purchase Behavior. (5) Green Image berpengaruh positif dan signifikan terhadap variabel Green Purchase Behavior. (6) Variabel Green Product Innovation berpengaruh positif dan signifikan terhadap Green Purchase Behavior melalui variabel Green Image. (7) Variabel Environmental Concern berpengaruh positif dan signifikan terhadap Green Purchase Behavior melalui variabel Green Image.

English Abstract

The phenomenon of environmental issues is in the public spotlight for products that can damage the preservation of nature. Communities with concern for the environment are increasingly critical in choosing the products they will consume. The company's green image is one of the factors that determine how consumers make purchasing decisions. Companies that have environmentally friendly product innovations will be chosen by consumers as the best choice. Adidas shoes are one of the products that have materials that are environmentally friendly and can be recycled. This research was conducted with the aim of being able to analyze and explain each effect of Green Product Innovation, Environmental Concern on Green Purchase Behavior through Green Image. The sampling technique used in this research is purposive sampling. This study will use a research sample with a total of 105 respondents who have population criteria, namely domiciled in Malang City, respondents aged 18 years and over, and respondents who have bought Adidas shoes. The analysis used in this research is descriptive analysis and path analysis, and processed using Partial Least Square (PLS) statistical analysis. This study will show that each variable: (1) The Green Product Innovation variable has a positive and significant effect on the Green Image variable. (2) The Environmental Concern variable has a positive and significant effect on the Green Image variable. (3) The Green Product Innovation variable has a positive and significant effect on the Green Purchase Behavior variable. (4) The Environmental Concern variable has a positive and significant effect on the Green Purchase Behavior variable. (5) Green Image has a positive and significant effect on the Green Purchase Behavior variable. (6) The Green Product Innovation variable has a positive and significant effect on Green Purchase Behavior through the Green Image variable. (7) The Environmental Concern variable has a positive and significant effect on Green Purchase Behavior through the Green Image variable.

Item Type:	Thesis (Sarjana)
Identification Number:	0523030661
Uncontrolled Keywords:	Kelestarian Alam, Adidas, Citra Hijau Perusahaan, Daur Ulang, dan Produk Ramah Lingkungan
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	17 Jan 2024 02:02
Last Modified:	17 Jan 2024 02:02
URI:	http://repository.ub.ac.id/id/eprint/210534

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