Artikel Ilmiah : C1K012046 a.n. NIRYAT YAKIN VAMARA
| NIM | C1K012046 |
|---|---|
| Namamhs | NIRYAT YAKIN VAMARA |
| Judul Artikel | GREEN MARKETING: FACTORS AFFECTING CONSUMERS’ GREEN PURCHASING BEHAVIOR (Survey on Consumers of Molto Ultra Sekali Bilas in Purwokerto) |
| Abstrak (Bhs. Indonesia) | Penelitian ini berjudul GREEN MARKETING: FAKTOR YANG MEMPENGARUHI PERILAKU PEMBELIAN HIJAU KONSUMEN (Survei pada Konsumen Molto Ultra Sekali Bilas di Purwokerto). Tujuan dari penelitian ini adalah untuk menganalisis pengaruh skepticism, environmental concern serta perceived consumer effectiveness pada green purchasing behavior, untuk menganalisis peran mediasi dari environmental concern serta perceived consumer effectiveness pada efek dari skepticism terhadap green purchasing behavior, dan untuk menganalisis pengaruh environmental attitude serta eco-label pada green purchasing behavior. Berdasarkan teori dan hasil penelitian sebelumnya, maka dapat dirumuskan hipotesis penelitian skepticism memiliki efek negatif pada green purchasing behavior (H1), environmental concern memiliki efek positif pada green purchasing behavior (H2), perceived consumer effectiveness memiliki efek positif pada green purchasing behavior (H3), environmental concern memediasi pengaruh skepticism terhadap green purchasing behavior (H4), perceived consumer effectiveness memediasi pengaruh skepticism terhadap green purchasing behavior (H5), environmental attitude memiliki efek positif pada green purchasing behavior (H6) dan hipotesis terakhir adalah eco-label memiliki efek positif pada green purchasing behavior (H7). Untuk menguji hipotesis ini, jenis penelitian ini menggunakan survei. Populasi dari penelitian ini adalah total populasi total Kota Administratif Purwokerto yang pernah menggunakan Molto Ultra Sekali Bilas. Teknik pengambilan sampel penelitian ini didasarkan pada pendapat oleh Hair et al., dalam Ferdinand (2005), sehingga dapat ditentukan bahwa ukuran sampel adalah 150 responden. Selanjutnya, analisis teknik data penelitian ini menggunakan Structural Equation Model (SEM) analisis. Berdasarkan hasil analisis data, dapat disimpulkan bahwa skepticism memiliki efek negatif pada green purchasing behavior, environmental concern, perceived consumer effectiveness, environmental attitude serta eco-label memiliki efek positif pada green purchasing behavior, dan environmental concern serta perceived consumer effectiveness tidak memediasi secara signifikan pengaruh skepticism terhadap green purchasing behavior. Mengacu pada kesimpulan ini, dapat tersirat bahwa untuk meningkatkan green purchasing behavior pelanggan secara signifikan, pemasar produk hijau, termasuk PT. Unilever sebagai produsen Molto Ultra Sekali Bilas perlu menerapkan strategi pemasaran yang tepat untuk mengurangi tingkat skepticism pelanggan, meningkatkan tingkat environmental concern, perceived consumer effectiveness pelanggan, serta meningkatkan tingkat yang lebih baik pada environmental attitude pelanggan dan eco-label. Cara tersebut dapat dilakukan dengan menciptakan dan meningkatkan kesadaran konsumen tentang perilaku yang berkelanjutan di masa depan berdasarkan konsumsi produk hijau, meningkatkan pengetahuan konsumen tentang produksi, pemasaran, konsumsi dan pembuangan produk dan layanan yang kurang merusak lingkungan dengan menumbuhkan kesadaran tentang implikasi dari pemanasan global, limbah padat non-biodegradable dan dampak berbahaya dari polutan, dan memberikan informasi tentang etika konsumsi sebagai salah satu perilaku pembelian yang perlu dilakukan oleh konsumen atas keprihatinan tentang lingkungan. |
| Abtrak (Bhs. Inggris) | This research was entitled “GREEN MARKETING: FACTORS AFFECTING CONSUMERS’ GREEN PURCHASING BEHAVIOR (Survey on Consumers of Molto Ultra Sekali Bilas in Purwokerto)”. The aims of research were to analyze the effect of skepticism, environmental concern as well as perceived consumer effectiveness on green purchasing behavior, to analyze the mediating role of environmental concern as well as perceived consumer effectiveness on the effect of skepticism on green purchasing behavior, and to analyze the effect of environmental attitude as well as eco-label on green purchasing behavior. Based on the theory and results of previous studies, it can be formulated the research hypotheses were skepticism has a negative effect on green purchasing behavior (H1), environmental concern has a positive effect on green purchasing behavior (H2), perceived consumer effectiveness has a positive effect on green purchasing behavior (H3), environmental concern mediates the effect of skepticism on green purchasing behavior (H4), perceived consumer effectiveness mediates the effect of skepticism on green purchasing behavior (H5), environmental attitude has a positive effect on green purchasing behavior (H6) and the last hypothesis was eco-label has a positive effect on green purchasing behavior (H7). To test these hypotheses, type of this research uses survey. Population of this research was total total population of Administrative City of Purwokerto who has ever used Molto Ultra Sekali Bilas. Sampling technique of this study was based on the opinion by Hair et al., in Ferdinand (2005), so it could be determined that sample size was 150 respondents. Furthermore, technique data analysis of this study uses Structural Equation Model (SEM) analysis Based on the result of data analysis, it could be concluded that skepticism has a negative effect on green purchasing behavior, environmental concern, perceived consumer effectiveness, environmental attitude as well as eco-label has a positive effect on green purchasing behavior, and so environmental concern as well as Perceived consumer effectiveness mediates insignificantly the effect of skepticism on green purchasing behavior. Refers to these conclusions, it could be implied that to increase the customers’ green purchasing behavior significantly, marketers of the green products, including PT. Unilever as producer of Molto Ultra Sekali Bilas need to apply the appropriate marketing strategy in order to decrease the level of customers’ skepticism, increase the level of customers’ environmental concern, perceived consumer effectiveness, as well as improve the better level of customers’ environmental attitude and eco-label. The ways can be done by create and increase the consumers’ awareness about future sustainable behavior based on the green products consumption, improving the consumers’ knowledge about production, marketing, consumption and disposal of products and services that are less detrimental to the environment with growing awareness about the implications of global warming, non-biodegradable solid waste and the harmful impact of pollutants, and so provide the information about ethical consumption was one of the purchasing behavior expressed by consumers who are concern about the environment. |
| Kata kunci | Skepticism, Environmental Concern, Perceived Consumer Effectiveness, Environmental Attitude, Eco-Label, Green Purchasing Behavior |
| Pembimbing 1 | Dr. Pramono Hari Adi, M.S. |
| Pembimbing 2 | Weni Novandari, S.E., M.M. |
| Pembimbing 3 | Prof. Dr. Agus Suroso, M.S. |
| Tahun | 2016 |
| Jumlah Halaman | 131 |
| Tgl. Entri | 2016-11-15 20:07:51.31495 |