Elyandra, Maria Brigita and Anni Rahimah, Dr. S.AB., M.AB., Ph.D. (2023) Pengaruh Green campaign Tiktok, Environmental Concern dan Green Customer Value Terhadap Green Purchase Intention melalui Attitude Towards Sustainable Fashion (Survei Calon Konsumen Sejauh Mata Memandang Yang Menggunakan Tiktok Di Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Fenomena di lingkungan yang disebabkan oleh proses fast fashion dapat menjadi suatu masalah besar apabila konsumen tidak mengambil sikap. Saat ini di sosial media TikTok banyak kampanye mengenai lingkungan yang dilakukan untuk mengatasi permasalahan lingkungan, salah satunya dengan kampanye mengenai sustainable fashion. Sejauh Mata Memandang merupakan salah satu merek sustainable fashion lokal yang aktif melakukan kampanye lingkungan di TikTok. Penelitian ini dilakukan dengan tujuan untuk dapat menganalisis dan menjelaskan masing-masing pengaruh Green campaign, Environmental Concern dan Green Customer Value terhadap Attitudes Towards Sustainable fashion, pengaruh Attitudes Towards Sustainable fashion terhadap Green Purchase Intention. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Penelitian ini akan menggunakan sampel penelitian dengan jumlah 130 responden yang memiliki kriteria populasi yaitu berdomisili di Jakarta, responden berusia 18 tahun keatas, dan responden yang pernah menonton Green campaign yang dilakukan oleh 'Sejauh Mata Memandang' di TikTok. Analisis yang digunakan pada penelitian ini yaitu analisis deskriptif dan analisis jalur (path analysis), dan diolah menggunakan analisis statistik Partial Least Square (PLS). Pada penelitian ini akan menunjukkan tiap variabel bahwa: (1)Variabel Green campaign berpengaruh positif dan signifikan terhadap variabel Attitudes Towards Sustainable fashion (2)Variabel Environmental Concern berpengaruh positif dan signifikan terhadap variabel Attitudes Towards Sustainable fashion. (3)Variabel Green Customer Value berpengaruh positif dan signifikan terhadap variabel Attitudes Towards Sustainable fashion (4) Variabel Attitudes Towards Sustainable fashion berpengaruh positif dan signifikan terhadap variabel Green Purchase Intention
English Abstract
Phenomena in the environment caused by the fast fashion process can become a big problem if consumers don't take a stand. Currently, on social media, TikTok many environmental campaigns are being carried out to address ecological issues, including a campaign on sustainable fashion 'Sejauh Mata Memandang' is one of the local, sustainable fashion brands actively carrying out environmental campaigns on TikTok. This research was conducted to analyze and explain the effects of the Green campaign, Environmental Concern, and Green Customer Value on Attitudes Towards Sustainable fashion and the influence of Attitudes Towards Sustainable fashion on Green Purchase Intention. The sampling technique used in this research is purposive sampling. This study will use a research sample with a total of 130 respondents who have population criteria, namely domiciled in Jakarta, respondents aged 18 years and over, and respondents who have watched the Green campaign conducted by 'Sejauh Mata Memandang' on TikTok. 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 campaign variable has a positive and significant effect on the Attitudes Towards Sustainable fashion variable (2) The Environmental Concern variable has a positive and significant effect on the Attitudes Towards Sustainable fashion variable. (3) The Green Customer Value variable has a positive and significant effect on the Attitudes Towards Sustainable fashion variable (4) The Attitudes Towards Sustainable fashion variable has a positive and significant effect on the Green Purchase Intention variable
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030775 |
| Uncontrolled Keywords: | Campaigns, TikTok, Environmental, Customer Value, Attitudes, sustainable fashion Indonesia, Sejauh Mata Memandang dan Purchase Intention. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 22 Jan 2024 03:32 |
| Last Modified: | 22 Jan 2024 03:32 |
| URI: | http://repository.ub.ac.id/id/eprint/211727 |
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