Safiranti, Sheila Diva (2023) Pengaruh Green Product, Green Price, Green Promotion, dan Green Place terhadap Purchase Intention dengan Consumer Attitude Sebagai Variabel Mediasi (Studi pada Konsumen Produk Kosmetik di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Saat ini, isu mengenai permasalahan dari lingkungan cukup menjadi suatu perhatian yang serius. Permasalahan lingkungan tersebut timbul dari perubahan iklim, pesatnya pertumbuhan populasi di seluruh dunia, hingga terjadinya krisis energi. Berbagai kebijakan pemerintah mengenai kebijakan hijau diterapkan sebagai upaya untuk melindungi lingkungan. Upaya perusahaan dalam menerapkan kebijakan serta mempertahankan bisnisnya ditengah isu lingkungan menuntut perusahaan untuk dapat beradaptasi dengan ramah lingkungan, khususnya terkait dengan konsep pemasaran. Hal tersebut turut berdampak pada industri kosmetik di Indonesia yang saat ini telah banyak yang menerapkan konsep pemasaran hijau, seperti perusahaan L’Occitane, Skin Dewi, The Body Shop, Love, Beauty, and Planet, Kiehl’s, dan Sensatia Botanicals. Perusahaan-perusahaan tersebut menjalankan bisnis dengan mengupayakan penerapan strategi Green Marketing untuk dapat meningkatkan Consumer Attitude sehingga dapat mempengaruhi Purchase Intention dari konsumen produk kosmetik, khususnya di Kota Malang. Penelitian ini bertujuan untuk menjelaskan: (1) Pengaruh Green Product (X1) terhadap Consumer Attitude (Y1). (2) Pengaruh Green Price (X2) terhadap Consumer Attitude (Y1). (3) Pengaruh Green Promotion (X3) terhadap Consumer Attitude (Y1). (4) Pengaruh Green Place (X4) terhadap Consumer Attitude (Y1). (5) Pengaruh Consumer Attitude (Y1) terhadap Purchase Intention (Y2). (6) Pengaruh Green Product (X1) terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1). (7) Pengaruh Green Price (X2) terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1). (8) Pengaruh Green Promotion (X3) terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1). (9) Pengaruh Green Place (X4) terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1). Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory) dengan menggunakan pendekatan kuantitatif. Penelitian dilakukan dengan teknik analisis deskriptif dan analisis statistik inferensial. Jumlah sampel yang digunakan sebanyak 116 orang responden dengan metode sampel yang digunakan adalah teknik purposive sampling. Metode pengumpulan data melalui kuesioner (google form) kepada responden yang sesuai dengan kriteria populasi serta sampel, yakni berdomisili di Kota Malang, belum pernah melakukan pembelian produk kosmetik ramah lingkungan L’Occitane, Skin Dewi, The Body Shop, Love, Beauty, and Planet, Kiehl’s, dan Sensatia Botanicals, dan berusia diatas 17 tahun. Analisis data yang digunakan adalah analisis deskriptif dan analisis statistik inferensial. Penelitian ini mendapatkan hasil pengujian bahwa: (1) Green Product (X1) berpengaruh terhadap Consumer Attitude (Y1). (2) Green Price (X2) berpengaruh terhadap Consumer Attitude (Y1). (3) Green Promotion (X3) berpengaruh terhadap Consumer Attitude (Y1). (4) Green Place (X4) berpengaruh terhadap Consumer Attitude (Y1). (5) Consumer Attitude (Y1) berpengaruh terhadap Purchase Intention (Y2). (6) Green Product berpengaruh terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1). (7) Green Price berpengaruh terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1). (8) Green Promotion berpengaruh terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1). (9) Green Place berpengaruh terhadap Purchase Intention (Y2) dengan dimediasi oleh Consumer Attitude (Y1).
English Abstract
Nowadays, environmental concerns are quite serious. Environmental problems arise from climate change, rapid population growth around the world, and the emergence of energy crises. Various government policies on green policies are implemented in an effort to protect the environment. The company’s efforts in implementing policies and running its business in the midst of environmental issues require the company to be able to adapt to being environmentally friendly, especially in relation to marketing concept. This has also impacted the cosmetics industry in Indonesia, which today has many companies that have implemented the concept of green marketing, such as L’Occitane, Skin Dewi, The Body Shop, Love, Beauty, and Planet, Kiehl’s, and Sensatia Botanicals. The companies run their businesses by seeking to implement green marketing strategies to improve consumer attitudes so that they can influence the purchase intentions of consumers of cosmetic products, especially in the city of Malang. This study aims to explain: (1) The Effect of Green Products (X1) on Consumer Attitude (Y1). The Effect of Green Price (X2) on Consumer Attitude (Y1) The Effect of Green Promotion (X3) on Consumer Attitude (Y1) The Effect of Green Place (X4) on Consumer Attitude (Y1) The Effect of Consumer Attitude (Y1) on Purchase Intention (Y2) The Effect of Green Product (X1) on Purchase Intention (Y2) Mediated by Consumer Attitude (Y1). The Effect of Green Price (X2) on Purchase Intention (Y2) Mediated by Consumer Attitude (Y1). (8) The Effect of Green Promotion (X3) on Purchase Intention (Y2) Mediated by Consumer Attitude (Y1). The Effect of Green Place (X4) on Purchase Intention (Y2) Mediated by Consumer Attitude (Y1). The type of research used is explanatory research using a quantitative approach. Research is carried out using descriptive analysis techniques and inferential statistical analysis. The number of samples used by 116 respondents with the sample method used being purposive sampling technique The method of collecting data is through a questionnaire (Google Form) sent to respondents who meet the population criteria as well as the sample, i.e., residing in Malang, have not purchased environmentally friendly cosmetics such as L’Occitane, Skin Dewi, The Body Shop, Love, Beauty, and Planet, Kiehl’s, and Sensatia Botanicals, and are over 17 years of age. The data analysis used is descriptive analysis and inferential statistical analysis. This study obtained the results of testing that: (1) Green Products (X1) Influence Consumer Attitude (Y1). (2) The green price (X2) affects consumer attitude (Y1). (3) Green Promotion (X3) affects Consumer Attitude (Y1). (4) Green Place (X4) affects Consumer Attitude (Y1). (5) Consumer Attitude (Y1) affects Purchase Intention (Y2). (6) Green Product (X1) influences the Purchase Intention (Y2) by mediating the Consumer Attitude (Y1). (7) Green Price (X2) affects the Purchase Intention (Y2) by mediating the Consumer Attitude (Y1). (8) Green Promotion (X3) affects Purchase Intention (Y2) by mediating the Consumer Attitude (Y1). (9) Green Place (X4) affects the Purchase Intention (Y2) by mediating the Consumer Attitude (Y1).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030070 |
| Uncontrolled Keywords: | GREEN PRODUCT, GREEN PRICE, GREEN PROMOTION, GREEN PLACE, CONSUMER ATTITUDE, PURCHASE INTENTION |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | agung |
| Date Deposited: | 18 Jan 2024 01:42 |
| Last Modified: | 18 Jan 2024 01:42 |
| URI: | http://repository.ub.ac.id/id/eprint/211764 |
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