Pengaruh Fear of Missing Out dan Green Campaign Terhadap Keputusan Pembelian Green Product (studi kasus: Tumbler Starbucks di Surabaya)

Putri, Suci Rohalia (2023) Pengaruh Fear of Missing Out dan Green Campaign Terhadap Keputusan Pembelian Green Product (studi kasus: Tumbler Starbucks di Surabaya). Other thesis, Institut Teknologi Sepuluh Nopember.

Text 09111940000114-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 October 2025. Download (1MB) | Request a copy

Abstract

Seiring berjalannya waktu, global warming semakin marak terjadi dan menjadi pemicu kehancuran sumber daya alam yang perlu untuk diatasi. Dimana global warming salah satunya disebabkan oleh adanya permasalahan pencemaran lingkungan yang sulit untuk dilakukannya pengolahan terutama pada permasalahan limbah plastik yang sulit terurai. Salah satu negara yang mengalami permasalahan besar terhadap penyumbang limbah plastik adalah Indonesia. Penggunaan limbah plastik di Indonesia tidak hanya berasal dari kantong plastik namun juga penggunaan gelas dan botol plastik. Namun dengan maraknya permasalahan ini, organisasi dan perusahaan serta masyarakat mulai tergerak dan sadar akan pentingnya menjaga kelestarian alam sehingga banyak perusahaan dan masyarakat mulai menggunakan produk - produk berbahan ramah lingkungan. Sama halnya yang dilakukan dengan perusahaan Starbucks yang ikut serta melakukan penjualan produk Tumbler (botol minum) sebagai pengganti gelas/botol plastik. Hal ini diikuti dengan dilakukannya pemasaran dengan mengikuti perilaku konsumen yaitu dengan adanya fenomena Fear of Missing Out dan Green campaign. Maka dari itu, penelitian ini bertujuan untuk mengetahui pengaruh FoMO dan Green campaign terhadap keputusan pembelian pada produk Tumbler starbucks menggunakan metode kuantitif dan teknik analisis SEM-PLS yang dilakukan dengan uji yaitu Smart-PLS 4.0. Jumlah responden yang berhasil didapatkan sesuai dengan kriteria pada penelitian ini berjumlah 188 responden yang kemudian diolah untuk menghasilkan kesimpulan. Hasil analisis data penelitian menunjukkan bahwa FoMO berpengaruh positif terhadap Green Product, Green campaign berpengaruh positif terhadap Green Product dan Green Product memiliki pengaruh positif terhadap keputusan pembelian. Penelitian ini memiliki implikasi terhadap strategi pemasaran yang dapat digunakan oleh perusahaan untuk mempengaruhi perilaku konsumen dan memengaruhi keputusan pembelian.
Kata kunci: Green Product, Green campaign, Fear of missing out, Purchase Decision
=====================================================================================================================================
Global warming is increasingly prevalent and has become a trigger for the destruction of natural resources that needs to be addressed. Where one of the causes of global warming is the problem of environmental pollution which is difficult to process, especially the problem of plastic waste which is difficult to decompose. One of the countries experiencing major problems with plastic waste contributors is Indonesia. However, with the rise of this problem, organizations and companies as well as the community are starting to move and are aware of the importance of preserving nature so that many companies and people are starting to use products made from environmentally friendly materials. Starbucks company participates in selling Tumbler products as a substitute for plastic cups/bottles. This was followed by marketing by following consumer behavior, namely the phenomenon of Fear of Missing Out and Green campaign. Therefore, this study aims to determine the effect of FoMO and Green campaign on purchasing decisions on Starbucks Tumbler products using quantitative methods and SEM-PLS analysis techniques which are carried out by testing, namely Smart-PLS 4.0. The number of respondents who were successfully obtained according to the criteria in this study amounted to 188 respondents which were then processed to produce conclusions. The results of the research data analysis show that FoMO has a positive effect on Green Product, Green campaign has a positive effect on Green Product and Green Product has a positive influence on purchasing decisions. This research has implications for marketing strategies that can be used by companies to influence consumer behavior and influence purchasing decisions.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Green Product, Green campaign, Fear of missing out, Purchase Decision, kampanye hijau, keputusan pembelian, produk hijau
Subjects:	H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Suci Rohalia Putri
Date Deposited:	03 Aug 2023 00:48
Last Modified:	03 Aug 2023 00:48
URI:	http://repository.its.ac.id/id/eprint/101736

Actions (login required)

View Item