| NIM | C1K011002 |
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| Namamhs | WIRA BOBBY SETYA RAHARJA |
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| Judul Artikel | ENVIRONMENT FRIENDLY PRODUCTS: FACTORS THAT INFLUENCE THE GREEN PURCHASE INTENTION OF PURWOKERTO CONSUMERS (Study on air conditioner that use environmentally technology) |
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| Abstrak (Bhs. Indonesia) | Pada saat ini, orang menjadi lebih peduli terhadap pembelian produk berbasis ramah lingkungan hal tersebut dikarenakan kesadaran yang tumbuh dalam upaya perlindungan lingkungan. Green purchase pada dasarnya adalah tindakan membeli produk ramah lingkungan. Penelitian ini dilakukan untuk menemukan dampak dari kepedulian lingkungan pelanggan, pengetahuan lingkungan dan citra hijau organisasi terhadap niat pembelian produk ramah lingkungan. Model penelitian dalam penelitian ini meneliti konsekuensi dari variabel prediktor (environment concern, environment knowledge, dan organization green image) pada variabel kriteria (green purchase intention) dengan efek moderasi dari perceived product price and perceived product quality. Metodologi penelitian yang digunakan untuk studi tertentu bersifat kuantitatif secara eksklusif menggunakan pendekatan penelitian survei. Teknik purposive sampling berasal dari teknik probability sampling yang digunakan untuk pemilihan sampel. Sampel berjumlah 169 responden berasal dari konsumen Purwokerto yang sudah menggunakan AC (air conditioner) dan setidaknya berusia 20 tahun. Perangkat lunak statistik SPSS versi 21th digunakan untuk menganalisis data. Penelitian ini memiliki implikasi bagi manajer; karena mereka dapat merumuskan strategi pemasaran untuk produk ramah lingkungan mereka berdasarkan temuan penelitian mereka. Dikarenalan kendala waktu, studi ini dilakukan hanya di Purwokerto. |
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| Abtrak (Bhs. Inggris) | In recent times, people are becoming more concerned towards green purchasing because of a grown consciousness for environmental protection. Green purchasing is essentially the act of buying environmental friendly products. This research is conducted to find the impact of customer’s environmental concern, environment knowledge and organization green image towards the intentions of green purchasing. The research model in this meticulous study examines the consequences of predictor variables (environmental concern, organizational green image and environmental knowledge) upon criterion variable (green purchase intention) with the moderating effect of perceived product price and perceived product quality. The research methodology used for the particular study is quantitative in nature exclusively using survey research approach. Purposive sampling technique derived from probability sampling technique was employed for the selection of sample. A sample of 169 comes from Purwokerto consumers who already used air conditioner and at least 20 years old. The statistical software SPSS 21th version was used to analyze the data. The study has implication for managers; as they can formulate their effective green marketing strategies based onto the findings of their research. Due to time constrain, the study was conducted only in Purwokerto. |
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| Kata kunci | Green purchase intention, Environment concern, Environment knowledge, Organizational green image, Perceived product price, Perceived product quality. |
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| Pembimbing 1 | Prof.Dr.H. Agus Suroso, SE.,MS. |
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| Pembimbing 2 | Prof.Dr. Suliyanto, SE.,MM. |
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| Pembimbing 3 | |
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| Tahun | 2015 |
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| Jumlah Halaman | 23 |
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| Tgl. Entri | 2015-05-20 15:23:22.210998 |
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