Pengaruh Green Campaign terhadap Green Purchase Behaviour pada Konsumen Sebuah Perusahaan Franchise Kosmetika di Surabaya

Maulidia, Damayanti (2024) Pengaruh Green Campaign terhadap Green Purchase Behaviour pada Konsumen Sebuah Perusahaan Franchise Kosmetika di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh green campaign terhadap green purchase behaviour pada konsumen sebuah perusahaan franchise kosmetika di Surabaya. Green campaign pengembalian botol kemasan menjadi strategi pemasaran perusahaan ini untuk mengajak konsumen agar bertanggung jawab terhadap sampah kemasan produk yang telah digunakan. Theory planned of behaviour digunakan untuk menganalisis attitude, subjective norm, dan perceived behavioural control pada konsumen. Dalam penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada sampel penelitian sebanyak 140 yang didapatkan melalui survei secara online. Kriteria sampel penelitian ini adalah konsumen perempuan Surabaya yang berusia minimal 17 tahun, melakukan pembelian dalam 6 bulan terakhir, dan mengetahui program campaign pengembalian botol kemasan. Pengolahan data dilakukan menggunakan metode Structural Equation Modelling (SEM) melalui software AMOS. Hasil penelitian menunjukkan bahwa green campaign berpengaruh terhadap green purchase behaviour yang dimediasi oleh attitude, subjective norm, dan perceived behavioural control. Selain itu, penelitian ini menemukan bahwa perceived behavioural control tidak berpengaruh terhadap green purchase behaviour. Terdapat delapan implikasi manajerial yang dapat menjadi pertimbangan bagi perusahaan kosmetika dalam memasarkan program kampanye ramah lingkungan dan produk.
==============================================================This study aims to determine the effect of green campaigns on green purchasing behavior among consumers of a cosmetics franchise company in Surabaya. The green campaign to return packaging bottles is the company's marketing strategy to invite consumers to be responsible for product packaging waste that has been used. Theory planned of behavior is used to analyze attitude, subjective norm, and perceived behavioral control in consumers. This study uses quantitative methods by distributing questionnaires to 140 research samples obtained through online surveys. The sample criteria for this study were female Surabaya consumers who were at least 17 years old, made purchases in the last 6 months, and knew the campaign program for returning bottles. Data processing was carried out using the Structural Equation Modeling (SEM) method through AMOS software. The results showed that green campaigns affect green purchasing behavior which is mediated by attitude, subjective norm, and perceived behavioral control. In addition, this study found that perceived behavioral control has no effect on green purchase behavior. There are eight managerial implications that can be taken into consideration for cosmetics companies in marketing environmentally friendly campaign programs and products.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Green Campaign, Green Purchase Behaviour, Theory Planned of Behaviour, Kampanye Hijau, Perilaku Pembelian Hijau, Teori Perilaku yang Direncanakan
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Damayanti Maulidia
Date Deposited:	06 Aug 2024 10:25
Last Modified:	06 Aug 2024 10:25
URI:	http://repository.its.ac.id/id/eprint/113004

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