Anteseden purchase intention terhadap produk ramah lingkungan

DETAIL KOLEKSI

Anteseden purchase intention terhadap produk ramah lingkungan

Oleh : Muhammad Faris

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Ayu Ekasari

Pembimbing 2 : Nama Saya

Kata Kunci : Attitude, Subjective Norms, Perceived Behavioral Control, Social Media Usage, Social Media Marketing

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002001221_Halaman-Judul.pdf	13
2.	2025_SK_SMJ_022002001221_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002001221_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002001221_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	2
5.	2025_SK_SMJ_022002001221_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022002001221_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002001221_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002001221_Bab-1.pdf	13
9.	2025_SK_SMJ_022002001221_Bab-2.pdf
10.	2025_SK_SMJ_022002001221_Bab-3.pdf
11.	2025_SK_SMJ_022002001221_Bab-4.pdf
12.	2025_SK_SMJ_022002001221_Bab-5.pdf	3
13.	2025_SK_SMJ_022002001221_Daftar-Pustaka.pdf	4
14.	2025_SK_SMJ_022002001221_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh attitude, subjectivenorms, perceived behavioral control, social media usage, social media marketing,dan digital marketing interactions terhadap green purchase intention terhadapproduk ramah lingkungan seperti tote bag, tumbler, dan kemasan biodegradable.penelitian ini menggunakan pendekatan kuantitatif dengan metode uji hipotesis, sertapengumpulan data dilakukan melalui penyebaran kuesioner online menggunakanmetode purposive sampling. jumlah sampel sebanyak 235 responden yang pernahmembeli atau menggunakan produk ramah lingkungan. hasil penelitianmenunjukkan bahwa semua variabel bebas (attitude, subjective norms, perceivedbehavioral control, social media usage, social media marketing, dan digitalmarketing interactions) berpengaruh positif dan signifikan terhadap green purchaseintention. implikasi manajerial dari penelitian ini adalah pentingnya membangunsikap positif konsumen melalui edukasi lingkungan, serta pemanfaatan media sosialsebagai sarana promosi dan edukasi yang efektif. pemasaran yang menekankan nilaikeberlanjutan dan penggunaan teknologi digital dapat meningkatkan niat belikonsumen terhadap produk ramah lingkungan. strategi komunikasi yang tepat,informasi yang kredibel, serta penguatan norma sosial dan efikasi diri konsumenmenjadi kunci dalam mendorong perilaku konsumtif yang berkelanjutan danpro-lingkungan.

T This study aims to analyze the influence of attitude, subjective norms, perceivedbehavioral control, social media usage, social media marketing, and digitalmarketing interactions on green purchase intention toward eco-friendly productssuch as tote bags, tumblers, and biodegradable packaging. the research uses aquantitative approach with hypothesis testing methods, and data were collectedthrough online questionnaires using purposive sampling. a total of 235 respondentswho had previously purchased or used eco-friendly products participated in thestudy. the results indicate that all independent variables (attitude, subjective norms,perceived behavioral control, social media usage, social media marketing, anddigital marketing interactions) have a positive and significant influence on greenpurchase intention. the managerial implications of this study highlight theimportance of fostering positive consumer attitudes through environmentaleducation, as well as utilizing social media as an effective tool for promotion andawareness. marketing strategies that emphasize sustainability values and leveragedigital technologies can significantly enhance consumersâ€™ intention to purchaseeco-friendly products. effective communication, credible information, andreinforcement of social norms and consumer self-efficacy are key to promotingsustainable and environmentally conscious consumption behavior.