Puspita, Ghea Cinantya (2017) Investigasi Keinginan Konsumen Wanita Membeli Produk Green Skincare Dengan Model Pro-Environmental Planned Behavior. Undergraduate thesis, Institut Teknologin Sepuluh Nopember.
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Abstract
Masyarakat global saat ini semakin menyadari bahaya dari kerusakan lingkungan. Hal itu membuat konsumen menjadi lebih kritis dan selektif dalam meggunakan produk ramah lingkungan khususnya pada produk kecantikan. Di Indonesia, terdapat beberapa perusahaan kecantikan yang telah menerapkan green concept seperti The Body Shop dan Sariayu Martha Tilaar. Produk skincare dipilih sebagai objek amatan karena banyak masyarakat di Indonesia yang menggunakannya dibanding dengan varian produk kecantikan lainnya, namun penelitian mengenai minat beli green skincare yang dilatarbelakangi faktor peduli lingkungan masih jarang diteliti. Melalui penyebaran kuesioner offline dan online kepada 250 konsumen wanita di Surabaya, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor model Pro-Environmental Planned Behavior (PEPB) yang mempengaruhi minat konsumen membeli produk green skincare. Desain penelitian yang digunakan adalah konklusif-deskriptif multiple cross-sectional dan teknik pengambilan sampel menggunakan metode convenience sampling. Analisis data yang digunakan adalah structural equation modeling dan marketing mix. Hasil dari penelitian ini menunjukkan bahwa faktor perceived authority support dan percieved environmental concern berpengaruh positif pada attitude, subjective norms dan perceived behavioral control; kemudian ketiganya dapat berpengaruh positif terhadap behavioral intention dalam membeli produk green skincare. Terdapat 24 implikasi manajerial dapat diaplikasikan oleh perusahaan penghasil green skincare untuk meningkatkan minat beli konsumen dan meningkatkan pendapatan perusahaan.
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Today's global society is increasingly aware of the dangers of environmental damage. It makes consumers become more critical and selective in using eco friendly products especially in beauty products. In Indonesia, some beauty companies such as The Body Shop and Sariayu Martha Tilaar that have implemented green concepts. Skincare products are selected as observational objects because many people in Indonesia prefer to use skincare products rather than other beauty product variants, but researchs to examine consumers’ purchase intention towards green skincare with environmental concern background is still rarely studied. By distributing offline and online questionnaires to 250 female consumers in Surabaya, this research aims to identify the factors of Pro-Environmental Planned Behavior (PEPB) model that influence consumers’ purchase intention towards green skincare products. The research design uses multiple cross-sectional and conclusive-descriptive design. The sampling technique used in this research is convenience sampling method. Structural equation modeling and marketing mix are chosen to analysis the data. The result of this research indicates that perceived authority support and percieved environmental concern have positive effect on attitude, subjective norms and perceived behavioral control; then three of these factors have a positive effect on behavioral intention to purchase green skincare products. There are 24 managerial implications can be applied by green skincare companies to increase consumers’ purchase intention and increase corporate earnings.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Green Skincare, Model PEPB, Minat Beli, Structural Equation Modeling, Marketing Mix |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Industrial Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Ghea Cinantya Puspita |
| Date Deposited: | 31 Jan 2018 02:34 |
| Last Modified: | 08 Mar 2019 06:19 |
| URI: | http://repository.its.ac.id/id/eprint/45368 |
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